Research Into Marketing Strategy Of Company’s New Energy Laser Equipment

In recent years,the new energy industry has become one of the significant reserve forces for our economic development under the guidance of a series of national policies.Owing to the short development history of the new energy industry,relatively high technical difficulty and low social penetration rate,related industries in new energy industrial chain is faced with a series of marketing issues.This thesis takes T company’s new energy laser equipment as the research object,researches and analyzes the marketing management problems and causes of it,and combines the macro and micro environment of China’s new energy industry in order to put forward the marketing strategy of new energy lithium battery laser equipment.It is worth mentioning that this thesis not only provides effective solutions for new energy lithium battery laser equipment,but also provides support for the marketing management of other new energy equipment enterprises.First of all,this thesis briefly introduces the development status of our country’s new energy industry.There is one more point,the macro environment faced by T company’s new energy laser equipment marketing is analyzed in detail by using PSET analysis method from the four aspects,including politics,economy,society and technical environment.At the same time,as to the micro-environment faced by the marketing of new energy laser equipment,five aspects are analyzed in detail by using the five forces model analysis method,including industry competitors,bargaining power of buyers,bargaining power of core suppliers,threat of new entrants to the industry and threat of substitutes.Moreover,the resources and capabilities that T company has processed in the marketing of new energy laser equipment has been analyzed in detail,including financial,human,technical and brand resources.Through the elaboration of T company’s marketing status,including market positioning,product strategy,price strategy,channel strategy,and promotion strategy,on this basis,it points out the problems existing in the marketing of T company’s new energy laser equipment,mainly from the market positioning,product strategy,price strategy,channel strategy,promotion strategy and the professionalism of marketing personnel.Then combined with the actual situation of T company,the analysis pointed out that these four marketing problems were caused by six main reasons,including insufficient market research on new energy laser equipment,weak competitiveness of T company’s new energy laser equipment products,uncompetitive product prices,weak marketing channel competitiveness,imperfect promotion system and the lack of incentive and restraint mechanism for marketers.Finally,according to the development trend of the new energy lithium battery market and the characteristics of enterprise development,the marketing countermeasure design of T company’s new energy lithium battery laser equipment is proposed in view of the above problems.The marketing countermeasure expands from the clarification of market positioning,product strategy,price strategy,channel strategy,promotion strategy and promotion of marketing team level.Ultimately,several safeguard measures are put forward for the smooth implementation of this marketing strategy.Mainly includes the establishment of industrial alliances,human resources,financial resources and technological innovation.In addition,the research contents of this thesis are summarized,the innovation and deficiency of this thesis are put forward,and the unfinished matters of the full research are illustrated in the outlook part.