| DV Software is the leading technology service provider in China.For a long time,thanks to the friendly external environment and the dividend of rapid growth of the industry,the sales revenue of the smart power business of the company has been growing year after year and achieved good business performance.However,the marketing management of the smart power business of the company has been extensive.In recent years,with the intensification of industry competition,the sales revenue growth of the smart power business of the company has slowed down.It is urgent to put forward appropriate marketing optimization strategy and guarantee conditions to achieve sustainable and high quality development.In this paper,DV company as the research object,according to the marketing theory,using literature research method,case analysis method,investigation method,the company smart electricity business marketing problems were systematically studied.The research found th at there are a series of problems in the marketing of DV company’s smart electricity business,such as single marketing product,poor customer experience,insufficient customer research,failure to flexibly price according to the real needs of customers,lack of customer cultivation and development ability,slow expansion of new markets,low enthusiasm of sales staff.Based on the analysis of the internal and external marketing environment of the company,this paper uses STP theory and 4P theory to optimize its marketing strategy from four dimensions of product,price,channel and promotion.Product strategy dimension,improve product development,design and innovation ability,improve product and customer demand fit;In the dimension of price strategy,customers need value-added services to improve bargaining power and bundle pricing strategy to improve comprehensive income;Channel strategy dimension,strengthen the cooperation with domestic and foreign top hardware brand suppliers,strengthen the cooperation with Internet giant companies;In the promotion strategy dimension,intelligent electricity products are promoted to meet customer needs,and business opportunities are sought in the process of customer service.The implementation of marketing optimization strategy needs corresponding guarantee conditions,one is to strengthen the guarantee of human resources,optimize the performance appraisal system of marketing personnel,improve the comprehensive quality of marketing personnel;The second is to strengthen the financial resources guarantee,improve the marketing expenses allocation of fine level,serious expense reimbursement financial discipline;Third,we should strengthen the guarantee of enterprise culture,create an enterprising culture that rewards the good and punishes the bad,and create a concerted service culture.The research conclusion of this paper is of great practical significance for improving DV’s marketing ability of smart electricity business,improving customer experience and satisfaction,and ensuring the healthy and long-term development of the company.It is also of great reference significance for other companies in the same industry to design and optimize the marketing strategy of smart electricity business. |
