A Research On Marketing Problems And Countermeasures Of HB Communication Equipment Sales Company

Since the late 1990s,the mobile phone retail market in China has developed rapidly by virtue of demographic dividend and technological innovation.However,with the slowdown of macro-economic growth and the extension of users' mobile phone replacement cycle,the total shipments in the domestic mobile phone market have continued to decline since 2017,and the overall mobile phone retail industry has experienced a sluggish growth.After more than20 years of development,HB Communication Equipment Sales Company,as a well-known mobile phone chain enterprise in Heilongjiang Province,has achieved competitive advantages.However,its sales volume has declined continuously in the past three years and its operation is not optimistic.With the arrival of the epoch-making year for 5G,the mobile phone industry will usher in a major turning point in 2019.HB Company should seize this opportunity to turn the situation around and realize new development by formulating and implementing effective marketing strategies.Based on the classic 4P Theory in marketing and the research idea of finding problems,analyzing problems and solving problems,this article first analyzes the internal and external marketing environment of HB Company with relevant data.The external marketing environment includes industry environment,macro environment and competitors,while the internal marketing environment includes product sales and human resources.Then,it introduces the current situation of marketing by combining with HB Company's marketing practice,and on this basis,it analyzes the problems and causes of marketing strategies from four aspects: product,price,channel and promotion.Next,it subdivides the market by using STP Theory,and completes the selection and positioning of target market.Finally,it proposes reasonable improvement and guarantee measures for the specific problems existing in the marketing strategies.The study in this article can help HB Company to solve the problems existing in the current marketing,carry out marketing activities in a more effective way,enhance its ability to resist risks and improve its competitive advantage.In addition,this article can also provide reference for enterprises in the same industry.