Research On Optimization Of Marketing Strategy Of Fuzhou R Dance Supplies Company

With the good momentum of domestic economic development in recent years and the continuous improvement of people’s living standards,dance supplies market in China has been booming,and the market demand has become stronger and gradually diversified.However,due to the low barriers to entry in the industry,there are currently a large number of domestic dance supplies manufacturing and commercial enterprises,and the market competition is fierce.In recent years,in the process of expanding domestic market share,Fuzhou R Dance Supplies Co.,Ltd.has encountered problems such as brand copycats,imitation of designs,and besieged by low prices.Domestic business growth has gradually entered a bottleneck period.In addition,the current foreign dance supplies market demand is affected by the new crown pneumonia epidemic,resulting in a sharp drop in the company’s export business.It is urgent to research and analyze and gradually improve the marketing strategy to ensure that the company can continue to develop effectively and steadily in the fierce market competition.This paper takes Fuzhou R Dance Supplies Company as the research object,and specifically studies the optimization measures of the company’s marketing strategy under the current domestic market background.First,use the method of literature review and analysis to study theories of marketing strategy management and related literature in the dance industry.Secondly,based on the4 Ps marketing theory,it conducts a targeted research and analysis on the current situation of the marketing strategy of Fuzhou R Dance Supplies Company,and finds that the products put into the domestic market cannot accurately meet the relevant market needs;the online transaction price of domestic products is too low and limit the development of offline channels.A series of sharp problems that the marketing channels are too single;the promotion effect needs to be enhanced.Then,by using the PEST macro analysis method,Porter’s five forces competition analysis model,and SWOT analysis tools,it studies and analyzes the marketing environment of Fuzhou R Dance Supplies Company.Finally,this paper re-segments,selects and positions the target market of Fuzhou R dance supplies company by using the STP theory,and formulates the following strategic optimization plans based on the four aspects of product,pricing,channel and promotion:(1)To improve the design of shoes and clothing products based on the characteristics of domestic market segments;To establish an exit mechanism for unsalable products in the domestic market;To improve product packaging design.(2)To reduce the production cost of product pricing with the help of intensive production;To create offline products for exclusive use,and to formulate a satisfactory pricing strategy.(3)To Combine and create cross-border e-commerce marketing channels;To intensively build offline first-level channels in the domestic dance training market;To optimize online marketing channels by linking short videos and live broadcasts.(4)To use email marketing to enhance cross-border promotion capabilities;To strengthen the promotion experience of membership registration and points exchange;To improve the promotional value of product packaging design;To use network media to improve optimization measures for online promotion and promotion effects.This article starts with three aspects: constructing technical guarantee,strengthening personnel guarantee and establishing system guarantee,and formulates safeguard measures.Based on the research of the marketing strategy of Fuzhou R Dance Supplies Company,this paper puts forward optimization suggestions.It is hoped that it will help Fuzhou R Dance Supplies Company to improve its marketing strategy,enhance its competitive methods,and expand its market share.It also provides a reference for the formulation of marketing strategies for other domestic dance supplies companies.