Research On Marketing Strategy Of SP Notebook Computer In Shandong Retail Market

SP(Shanghai)company has made some achievements in Shandong Province since it set up a branch from 2008.With the continuous changes of market environment in Shandong Province during recent years,the competition situation of several major notebook computer brands in Shandong retail market has been very fierce.In such a competition situation within brands,the growth and development of SP company's notebook business in Shandong retail market has become more and more difficult.This study analyzes the problems of SP notebook in Shandong retail marketing strategy by the marketing mix theory tool,mainly basing on the sales data about SP notebook of Shandong retail market between 2018 and 2019.According to the current market conditions and environment of retail market in Shandong Province,this study finds out the shortcomings of its marketing strategy,sets up targeted solutions,and pays attention to practicality.This paper starts with the development of Shandong notebook computer retail market and the current marketing system of SP(Shanghai)company's Shandong Branch.Based on the analysis of the current business situation,the paper summarizes the problems of SP notebook computer's marketing strategy in Shandong retail market by the marketing mix theory and analysis tools.Porter's five forces Model,PEST analysis,STP analysis,value chain/profit analysis and SWOT analysis are used to analyze the marketing environment of SP laptop in Shandong retail market and find out the strategic design direction of SP laptop in Shandong retail market.Using STP analysis tools,the analysis of consumer market segmentation,target market selection and customer demand,the original business model of SP laptop in Shandong retail market is analyzed and studied.Shandong branch is repositioned according to differentiation strategy positioning and customer demand of Shandong Province.The new product positioning and channel structure direction of Shandong branch in the future are proposed.According to the research methods and contents of this paper,4Ps marketing tools as the main tools,4Cs and 4Rs elements are complementary and interspersed as auxiliary tools to design and make marketing strategy system.According to the needs of the main consumer groups,the new design concept of notebook computer is standardized from two aspects of product design and difference selection.From the perspective of product pricing factors,positioning and pricing,this paper gives suggestions to SP notebook products of Shandong retail market.Combined with the product attributes of notebook computers,the channel structure direction of channel flattening and increasing distributors and retailers is defined in channel design and management.In terms of promotion and communication strategies,it is suggested that new media communication and traditional media work together to achieve the benefits of computer sales.