Research On Marketing Strategy Of H Glasses Company

According to the World Health Organization survey,at least 2.2 billion people in the world have eye vision problems.Among them,the vision problems of nearly 1 billion people have been prevented or have not been resolved.Behind the problem,the market potential of the optical industry is huge.However,the glasses industry does not have a high entry threshold in the medical device industry,which has led to serious homogeneity.How to optimize and innovate in marketing strategies and business models.It is worth thinking about question..This article uses H glasses as a research object,guided by marketing theory,analyzes its marketing strategies and puts forward optimization suggestions for its marketing strategies.First of all,through the relevant literature review,the theory of contemporary mainstream marketing strategies,the marketing strategy of the glasses industry,and the theory of ecological value chain are described.Some scholars have mentioned the concept of building the "eye health ecological value chain",which is to increase the value points of enterprises and consumers.Secondly,the impact of PEST and Porter Wuli models on the overall environment and various competition factors of Company H by PEST and Porter Wuli models.And through in-depth interviews with the company’s employees,learn about the problems of the current marketing strategy of the company,and then design the questionnaire in the above marketing strategies.The questionnaire is mainly based on the needs of traditional glasses products and the needs of eye health markets as the main content.Analysis in SPSS23.0 software.Finally,the research results are integrated,and finally the marketing optimization strategy suggestions in line with the current situation of enterprises are given.Through the study of relevant marketing theories,the market positioning of H Glasses Company is focused on "H brand,the overall solution service provider of eye health service institutions",and product differentiation and service differentiation are strengthened.In the aspect of product strategy,the eye health ecosystem should be built to strengthen the customized difference of functional lenses;in the aspect of price,the traditional products should be priced differently,and the eye health products should be penetrated at a low price;in the aspect of promotion,the emerging media should be used to publicize the brand and enhance the professionalism of personnel;In terms of channels,we will establish new retail channels and deepen cooperation with hospitals.These development strategies provide a reference for the sustainable operation of H Glasses Company.At the same time,these research conclusions also provide methods and strategies for other eyeglasses enterprises.