The Marketing Case Study Of W Smart Site

In recent years,as the construction industry to improve the quality and efficiency of the transformation and development needs,as well as the national policy guide for construction industry informatization construction,smart site industry ushered in the high speed development opportunities,market size and turnover is growing rapidly,more and more enterprises into smart site industry,increasingly serious product homogeneity,intensified market competition.On the one hand,powerful large enterprises continue to adjust their marketing strategies to adapt to the development of the industry;On the other hand,some enterprises blindly launch a price war,disrupting the market order,resulting in rapid dilution of industry profits.If an enterprise wants to be invincible in the cruel industry competition,it must formulate scientific and effective marketing strategies.W Company is a wholly-owned subsidiary of China Mobile.Its smart site business is affected by industrial competition and internal factors,and it is faced with imprecise target market,unreasonable pricing strategy,weak channel promotion and ineffective promotion means.So this article sites with wisdom market as the research background,present situation,from the enterprise combining industry background,competition situation and marketing status quo of W company,based on the " Target market that you can’t handle "," Price strategies that can’t keep pace "," Dragging the channel structure " 、 "A mistake in promotion" four marketing cases,using STP theory,4Ps marketing theory,etc,analyze the root cause of the W company marketing problems,and combining the actual situation of W company,formulate scientific and rational marketing strategy optimization Suggestions.This paper analyzes the marketing problems of W Company and puts forward reasonable Suggestions based on the existing marketing strategies.On the one hand,it can help W Company solve the marketing problems,break through the bottleneck of company development and improve the market share.On the other hand,it also puts forward marketing problems and solves marketing problems for domestic intelligent construction site supervision departments and industry associations,thus playing a reference role in realizing the rapid development of the industry.