Research On Marketing Strategy Optimization Of Yunjing Glasses Company

In recent years,the number of people with myopia has been increasing and becoming younger.According to the statistics of China’s Health Organization,in 2021,the incidence of myopia in China will be close to 50%,with about 700 million people.Therefore,the demand for glasses industry will rise sharply.Teenagers’ eyes are not fully developed.The degree of myopia usually changes over time.The irregular replacement of glasses increases the market demand.With the change of people’s fashion awareness,the middle class with stable income,etc.,regard glasses as a kind of decoration,which promotes the gradual enhancement of fashion glasses consumption awareness,brings new markets to the glasses industry,and attracts more and more enterprises to enter the glasses market.As an eyewear product enterprise,Yunjing glasses company is facing more fierce market competition and less effective marketing management.Therefore,it is in urgent need of innovative marketing strategies to enhance the competitiveness of the enterprise.Firstly,this thesis analyzes the main business of Yunjing glasses company and its operating status in the past five years in detail.Based on the 4P theory,this thesis analyzes the company’s marketing strategy status,including product strategy,price strategy,channel strategy and promotion strategy.It concludes that there are some problems in the marketing strategy of Yunjing glasses company,such as incomplete types of glasses,novel styles,weak price competitiveness,narrow distribution channels,and backward promotion methods.Secondly,this thesis analyzes the macro environment and competitive environment faced by the glasses company.The macro policy supports the development and growth of the glasses industry,the economic and living environment is improved,the income of residents has been rising for many years,and technological progress has promoted the innovation of glasses products.However,the competition faced by the cloud glasses company is more intense,peer competition has entered a white hot state,the purchase price of raw materials has increased year by year,and the choice of buyers has increased,The enhanced bargaining power brings challenges to the marketing of Yunjing glasses company.Based on the questionnaire survey,this thesis investigates and analyzes the consumers of the cloud glasses company from five dimensions,grasps the actual needs of customers,uses SWOT analysis results to select an appropriate marketing strategy,realizes the market segmentation of the company based on the STP theory,selects the target market,develops marketing strategies from four aspects,improves the R&D and innovation capabilities of the glasses products,enriches the product system,meets the diversified market needs,and pricing based on market orientation,Improve product price competitiveness and differentiation,actively expand online sales service channels,integrate resources to improve offline sales channels,use We Chat and Weibo to carry out social media promotion,actively carry out relationship marketing,and improve the marketing level of Yunjing Glasses Company.