| As an important active optical device,optical module is the key component of network construction.It has very important applications in the fields of communication,data center and so on.With the increasing market competition,Z company is also facing more challenges in market development.How to improve the company’s marketing measures and promote Z company to win market competitive advantage and sustainable competitiveness is an urgent issue for the company to consider.This thesis first expounds the background and significance of the research on the marketing strategy in the optical module subdivision field,and expounds the relevant research results of marketing.industrial product marketing and military civilian integration,and summarizes the marketing combination theory and STP theory to guide the follow-up research of this thesis.Through macro-industry analysis and micro environment analysis,this thesis describes the marketing status of Z company’s optical module products from four aspects:product,channel,price,and promotion,and points out the problems and reasons in the marketing process of Z Company based on the questionnaire survey.On this basis,this thesis makes market segmentation,target market selection and market positioning of Z company’s optical module products.Based on the military market,Z company needs to expand to the civil large-scale application markets such as telecommunications and data applications,and open the market to create performance advantages and large-scale cost advantages based on its own technical advantages Improve marketing measures in terms of promotion,and improve safeguard measures from four aspects:organization,customer relationship,personnel and process.The research of this thesis can provide a basis for the introduction of the new concept of marketing combination planning in the civil market promotion of military products,and provide marketing ideas and solutions for the marketing of corresponding products of the same type of enterprises. |
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