The Optimization Of Differentiation Positioning Strategy Of The H Company

The rapid development of China’s economy and the continuous improvement of people’s income have also promoted the popularity of contact lens awareness.The contact lens industry has developed rapidly,becoming one of the fastest growing industries in China in recent years.In addition,the increasing number of people with myopia in recent years,such as home office and online teaching,has increased the demand for contact lenses.In the process of realizing value transformation and high-quality development,as a contact lens enterprise,H Company is faced with such problems as weak product market competitiveness,low customer service satisfaction,and difficult marketing channel construction.How to explore a differentiation positioning strategy of its own is the core of its sustainable and healthy development in the future when the social economy and contact lens market are transforming from high-speed development to high-quality development.Based on the theoretical research,data analysis and work practice,this thesis has completed the following research work:First,it introduces the macro background and practical significance,summarizes the research status at home and abroad,and leads to the research content of the thesis.Then,the theoretical and conceptual basis involved in the thesis is described,and the internal and external environment of H Company is analyzed in detail using PEST analysis,SWOT analysis and other methods.Summarized the current marketing status of the company,carried out marketing research for customers,and analyzed the existing problems in the current company’s marketing.Then,based on the those survey,the thesis analyzes the market segmentation,market positioning and target market with STP tools,and develops specific differentiation positioning strategies with 4P marketing theory,and gives the evaluation of the effect.Finally,it gives specific implementation suggestions and safeguards from several aspects,such as improving product structure and innovative service mode,optimizing human resource structure,and establishing digital marketing system,to ensure the smooth implementation of the proposed differentiation positioning strategy.