The Research On Marketing Strategy Of JS Image Co.,LTD

In the past two decades,China’s economy has developed rapidly,and the service industry has also continued to improve.In the process of commercialization of the photography industry,business and service levels are constantly upgrading,and competition is also intensifying.There are more than 400,000 registered photographers in the national photography industry with more than 6 million employees.JS Imaging Co.,Ltd.is a localized photography service company,mainly engaged in parent-child and adult photography and demography business.It has been established for just 5 years.With a good customer reputation,it is still the leader in the local high-end children’s photography market.Due to the low barriers to entry in the photography industry and the increasing number of competitors,with the arrival of the new crown epidemic in 2020 such as the black swan,it will have a huge impact on the offline photography industry,weakened consumer confidence,and become more sensitive to prices.All these have brought huge challenges to the company,Which also led to stagnant performance in 2019-2020.The current local photography market is a competitive market.How JS Imaging Co.,Ltd.formulates marketing strategies in the competition,how to maintain competitive product and service advantages in the market,and ultimately find opportunities for survival and development are the top priorities.This article analyzes the marketing status and existing problems of JS Imaging Co.,Ltd.through literature research method,questionnaire survey method and field research method,combined with its own experience,uses the PEST model for macro analysis,and then analyzes the company’s internal and external environments,focusing on the explanation The situation of Anshan’s industry competitors,customer consumption needs,internal resources and capabilities are analyzed.Then use the STP market analysis method to segment the target market,determine the company’s positioning and choice of the target market,and then focus on the six aspects of product,price,channel,promotion,community and customer relations to propose specific marketing strategies,and finally from Establishing customer service standards,strengthening and improving the overall construction and incentive system of the marketing team,and the transmission of corporate cultural values,etc.,put forward safeguard measures to help JS Imaging Company gain a competitive advantage in marketing and realize the healthy and orderly development of the company.