The Research On The Marketing Strategy Of Yunnan DQ Eye-Health Company

In recent years,with the rapid development of China’s economy,as also as the continuous increase of national income,the consumption level of consumers has also been continuously improving.At the same time,consumers’ eye environment and habits are quietly changing with the changes in the socio-economic environment.The increasing degree of eye use by consumers has led to an increase in myopia rates year by year,with a clear trend towards lower age myopia.The increase in myopia population has given birth to China’s huge eyewear market,which has great potential for growth.And with the increasing awareness of self care among more and more consumers,the increasing taste of goods,and the increasingly mature consumption concept,consumers now attach more and more importance to the technological content and aesthetics of glasses,and the trend of personalization,branding,and high-end is becoming increasingly significant.At present,there are many eyewear production enterprises in the eyewear retail industry in China,but their scale is generally small.The overall market share is relatively low,and the entry threshold for the industry is not high.The rise of ecommerce has also led to rapid development of e-commerce retail in the eyewear industry.However,currently in China’s eyewear e-commerce retail industry,there is a lack of relevant online optometry technology and methods,which poses an urgent need to change and challenge the traditional sales channels and models of the eyewear industry.From the current number of eyewear retail stores in China,although there are many,there are few leading enterprises,relatively low market concentration,and fierce market competition.There are many problems in the eyewear retail market,which require continuous standardization and large-scale development.There are many well-developed eyewear retail enterprises in Yunnan,but the quality of products and services in the eyewear market is uneven.The Yunnan eyewear retail store industry is facing severe challenges in how to better serve consumers and create more professional and quality guaranteed eyewear stores.At present,Yunnan DQ Eye Health Company is the largest retail enterprise for eyewear products in Yunnan’s market share.However,due to the lack of effective marketing methods and targeted market strategies,the development speed has been relatively slow in recent years.As a local brand enterprise in Yunnan,how to win in competition,identify market entry points,innovate marketing methods,and achieve stable and sustainable development is the problem faced by Yunnan DQ Eye Health Company.This article combines the basic situation of Yunnan DQ Eye Health Company,using literature research,survey,comparative analysis,and comprehensive use of Porter’s Five Forces model,7Ps theory,and SWOT theoretical analysis to enrich the theoretical basis of the article,and conduct further in-depth research on the marketing situation of Yunnan DQ Eye Health Company.Firstly,analyze the internal and external environment of Yunnan DQ Eye Health Company.Secondly,use the SWOT model to determine the strengths and weaknesses of the project itself,as well as external opportunities and threats.Using the 7Ps theory and Porter’s Five Forces Competition Model to analyze the marketing strategy and problems of Yunnan DQ Eye Health Company itself.Through analysis,this article finds that Yunnan DQ Eye Health Company has many problems that can be improved in its marketing strategy.Therefore,this article proposes several marketing optimization suggestions for Yunnan DQ Eye Health Company: in terms of products,it is necessary to accelerate the pace of product launch,pay attention to consumer demand and target market changes,and avoid encountering homogenization difficulties in the market.In terms of product pricing,adopt differentiated pricing strategies;In terms of sales channels,explore internet marketing channels and cooperate with sales through multiple channels;At the same time,expand wholesale and distributor customers;In terms of product promotion,it is necessary to enrich promotional methods,be good at capturing hot promotion opportunities,and carry out irregular promotional activities.In terms of personnel strategy,improve a comprehensive employee training system,conduct detailed planning for talent training,formulate training plans,refine training objects,content,and requirements,and increase the reserve of professional personnel to lay a personnel foundation for providing eye health services and subsequent transformation of eye health industry services;In terms of tangible display strategies,store display and product combination display should be based on different store models and business characteristics;In terms of service process strategy,strengthen online service level,enrich communication methods,attach importance to tracking and feedback of customers,and value customer satisfaction with service,in order to continuously improve service quality.