Research On F Product Marketing Strategy Of MQ Company

MQ company is a high-tech enterprise engaged in the development and sales of CAE computer software technology.The company is headquartered in South Korea and entered China to explore the market in 2002.Its products are mainly used for structural simulation calculation and analysis of various architectural designs in the field of civil engineering.The company has witnessed the golden development stage of China’s civil engineering industry and enjoyed the dividends brought by China’s rapid development.At the same time,the international CAE software giants continue to increase capital investment in the Chinese market,and the industry competition intensifies.Meanwhile,the domestic independently developed CAE software companies also catch up and occupy some markets;The operating performance of MQ company has declined significantly.Among its many products,the sales output value of only one F product has increased positively.F product is representative of MQ company,but F product also has problems in marketing management.In order to improve the marketing management level of F product,this paper makes an in-depth study on MQ enterprise,and puts forward marketing strategies and safeguard measures in combination with relevant marketing theories.Firstly,interview the relevant person in charge of MQ company to understand the marketing status of each product,find out a series of historical sales data,financial data and personnel data,and summarize the laws through these data;Then it introduces STP theory,4P marketing theory and marketing environment analysis theory to analyze F product,and comes to the conclusion that F product is more suitable for operation in the field of civil engineering.According to the characteristics of the field,the civil engineering field is divided into four parts: civil construction,industrial construction,bridge construction and new energy construction.This paper analyzes product F from four aspects: product,price,channel and promotion.At the same time,it also analyzes the macro environment,industry environment and micro environment faced by MQ company,and formulates a set of detailed 4P marketing strategies.Finally,it expounds the guarantee measures that these marketing strategies need to be provided by MQ company.These guarantee measures include the need for enterprises to provide product quality guarantee to the R ＆ D department The organizational structure should be reformed,the company’s marketing personnel should be guaranteed at the incentive level,and the enterprise training content should be given scientific guarantee measures.Through the above measures,the normal implementation of the marketing strategy of F product should be guaranteed.This paper analyzes the marketing problems existing in MQ enterprises and puts forward relevant marketing strategies,hoping to provide some reference for the marketing strategies of enterprises in the highly competitive environment.At the same time,it also hopes to help enterprises clarify their ideas and actively respond to changes,so as to succeed in the complex competitive environment.