Study On Marketing Strategy Of N Network Technology Co.,Ltd.

With the birth of the concept of intelligent logistics,the tide of digital transformation of logistics is mighty,and many domestic enterprises that are brave in the forefront have made more attempts and practices in digitalization.Under the background of accelerating new infrastructure and increasing labor costs,logistics intelligent informatization has been a hot spot in recent years.Enterprise N is an innovative enterprise of internet plus logistics and new energy,headquartered in Beijing in 2016.It mainly provides digital solutions for logistics enterprises to reduce costs and increase efficiency.Its main business includes digital refueling and gas filling business,ETC invoice business,logistics after-market service and other related businesses.There are many subsidiaries of N company which are qualified to buy and sell oil products in Dalian,Qingdao,Zhengzhou and other places.In recent years,affected by competing products in the market,Company N is faced with the dilemma of gradually losing customers and decreasing market share.This paper takes N enterprise as the research object,and deeply analyzes the marketing strategy of N enterprise from three dimensions: promotion strategy,product planning and service process.Firstly,aiming at the problem of marketing means of N enterprise,this paper uses PEST tool to analyze the internal and external environment of N enterprise,and analyzes the market demand of market capacity and customer behavior.Five forces model is used to analyze the competitive factors.Secondly,aiming at the problem of product planning of N enterprise,this paper analyzes the product status of N enterprise according to the first-hand data such as customer research and information collection,subdivides the market of N enterprise by using STP analysis tools,selects the target market,and then determines the market positioning of N enterprise.Finally,by using the 4P strategy,the marketing strategy of N enterprise is put forward from four aspects: product,price,promotion and lost customer recovery.At the same time,the follow-up marketing strategy of N enterprise is supported by strengthening human resource management,optimizing operation organization structure and setting up emergency plan,which makes the marketing strategy of N enterprise more operable.Through the analysis,it is finally concluded that the marketing problems of enterprise N at present mainly focus on the fact that the product form is too single,which is not unique and irreplaceable,resulting in low customer stickiness and serious customer loss of enterprise N.Therefore,n enterprises should combine the demand of the digital intelligent integration platform required by the logistics industry in the existing market,enhance the comprehensive competitiveness of n enterprises’ own products,promote the iteration of product optimization,and build a one-stop comprehensive service platform integrating oil management,ETC invoice business and transportation fee invoice business to meet the needs of the logistics market;At the same time,it is necessary to make corresponding adjustments in price and promotion strategies,such as building a step-by-step pricing system according to customer levels,enriching promotion methods to enhance customer satisfaction,and so on,so as to give a set of marketing strategies suitable for the future development of enterprise N,so as to enhance its competitive advantage in the market and provide reference for its survival and development in the market environment.The research on the marketing strategy of enterprise N in this paper can not only provide guidance for the later marketing strategy formulation of enterprise N,but also provide reference for similar companies to formulate marketing strategies.