Research On Marketing Strategy Of Industrial Robot Of Leantec Company Based On 4E Theory

With the fading of the domestic demographic dividend,the labor cost in China have been increasing.Under this background China has accelerated the upgrading speed of manufacturing industry in China.As the core equipment of intelligent manufacturing,the demand for industrial robots is sharply increasing.Meanwhile,with the continuous development of industrial robot industry,the industrial chain is further completed and the market competition of the industrial robot industry intensifies.Facing the ever-expanding market and fierce market competition,compared with imported brands and other Chinese brands,that how to seize opportunities,further understand market demand,formulate scientific,reasonable marketing strategies,and further expand market share based on segmentation fields are what Leantec needs to consider urgently.Taking Leantec company as an example,this paper focuses on the marketing strategy of industrial robots,adopts research methods such as literature re search,market research,case analysis etc.Using tools such as PEST and SWOT to analyze the macroeconomic and microeconomic environments of L eantec.In this thesis,through investigation and analysis and industry data,the marketing status and existing problems of Leantec industrial robot are analyzed.Using the STP target,it analyzes the target market and market positioning of Leantec.Finally,using the marketing 4E theoretical framework and a variety of marketing theories to formulate a suitable marketing strategy optimization plan for Leantec from the aspects of project,value,channel,and customer interaction.And then put forward specific safeguard measures including organizational optimization and marketing team promotion.Aimed at the practical problems faced by Leantec’s industrial robot products in the process of marketing practice as a starting point,this thesis comprehensively uses the marketing theories to try to find solutions through analysis and research to optimize the marketing strategy of Leantec’s industrial robot products,to help Leantec increase market share,promote brand awareness and improve the company’s overall profit,and also provide reference for other industrial robot brands or companies in terms of marketing practice management.