The Study On Marketing Strategy Of Company A's R Brand E-sports Game Laptop In Chengdu

The development tendency of the e-sports industry has promoted the explosive demand and development of e-sports game hardware products.With the influence of the Internet,traditional marketing methods are difficult to support the rapid development of the market,so e-sports game laptop companies attach great importance to the formulation and implementation of marketing strategies.In order to maintain the growth in sales,this paper conducts a study on the marketing strategy of this brand in Chengdu,and provides certain reference ideas for the product marketing of similar e-sports game laptop companies.In this paper,we take Company A's R brand e-sports game laptop as the research object to analyze the marketing strategy of the market of this product in Chengdu.Firstly,the marketing environment of this brand in Chengdu market is analyzed by PEST and Porter Five Forces Method.Secondly,through the distribution of questionnaires to conduct research and in-depth interviews with consumers,this paper summarizes the marketing status of the product in the market of Chengdu and the existing problems and reasons.Thirdly,around the 4P marketing theory,from the aspects of product strategy,price strategy,channel strategy and promotion strategy,suggestions for improvement are proposed to improve the marketing strategy.Finally,conclusion is demonstrated in the end.The findings of this paper are as follows:(1)By using PEST analysis and Porter Five Force analysis to analyze the marketing environment of Company A's R brand e-sports game laptop in Chengdu,the paper finds that e-sports industry in Chengdu is still the core area of the entire e-sports market of Sichuan Province.The Chengdu Municipal Government has introduced preferential policies for the e-sports industry to improve its ecological construction,to create a multilevel competition system,and to strengthen the construction of talent teams.Market in Chnegdu has a certain degree of social recognition in e-sports industry and culture.In the current macro environment of R brand e-sports game laptop products,the overall social and economic situation provides a broad space for Company A to expand the e-sports game laptop business.From the perspective of industry competition,R brand e-sports game laptops have certain competitiveness,but they also face fierce competition from brands such as Aliens and Lenovo Savior.In addition,the competitive environment such as strong bargaining power between suppliers and buyers,and the strong substitution of gaming desktop PCs for e-sports game laptops have also intensified the competition in the e-sports game laptop market.(2)The paper conducts questionnaires and interviews on the relevant marketing situation of the R brand e-sports game laptop in Chengdu,through which the paper summarizes the marketing situation has insufficient attention,weak market sales growth,insufficient marketing experience,weak channel promotion and other issues.The reasons for these problems include insufficient product strategy differentiation,price strategy flexibility and promotional strategy experience,and relatively single channel strategy.(3)The paper proposes measures to improve the marketing strategy of the target brand by enriching the product strategy,enhancing the flexibility of price strategies,boosting the diversity of channel strategies,and improving the experience of promotion strategies.