Research On The Marketing Strategy Of Commercial Scale Suppliers TL Company Under The “New Retail” Environment

With the influence and penetration of "new retail" on the retail industry in recent years,retail model innovation,innovative applications and retail formats are increasing.It is difficult for companies with traditional marketing strategies to adapt to new market changes.They face challenges to implement marketing activities effectively and their marketing effect is greatly reduced.This article aimed to study a foreign-owned company,TL Company,whose main business is to manufacture and sell various precision instruments with weighing functions.Currently,TL Company has certain popularity in domestic weighing apparatus industry.TL’s commercial weighing apparatus product solutions are widely applied in hypermarkets as well as exclusive stores of physical retail industry.TL Company has relatively high market shares in the industry.However,the existing marketing strategy does not notice the impact of the “new retail” environment on the industry in recent years.The strategy is relatively conservative and cannot effectively respond to new market changes.Due to increased competition from local brands and cross-border manufacturers,the market share of TL Company is declining year by year.This article conducts research in the order of environment analysis,investigations on current situation,strategy formulation and strategy implementation.The research theory is based on marketing 4P,4C,4R theory,4I principle and relating target-marketing theories.The research methodologies mainly include PEST analysis and Porter’s five forces model.Based on literature review,theoretical analysis tools have been used to find out the marketing management problems of TL Company.Marketing strategies and related safeguard measures have been formulated for TL Company under the "new retail" environment,in order to gain sustainable competitive advantage in the new market environment,as well as to provide reference for other companies in the commercial equipment industry.Firstly,PEST analysis and Porter’s five forces model have been used to analyze the operating environment of TL Company.This article concludes that the commercial equipment industry still has development potential,but facing price and cross-industry competition.The research and demonstration on the current situation of TL Company’s marketing management is carried out,which finds out that the main problems of the current marketing strategy are simple sales channels and profit composition,traditional product solutions,and difficulty in matching the needs of emerging markets.Then,TL’s marketing strategy is reformulated,including sales channels,product solutions,promotion mechanism,and profitability model,based on the characteristics of TL’s commercial weighing apparatus products that are mainly oriented to corporate users,as well as guided by 4R and target-marketing theory.Finally,combined with the TL Company’s business strategy,the implementation of the new marketing strategy is designed for the commercial weighing apparatus department in terms of team transformation,channel improvement,profit model transformation and network marketing,together with TL’s talents and corporate culture to demonstrate the marketing strategy guarantee system.