Research On Marketing Strategy Of Infrared Thermal Imaging Products Of Company A

The report of the 20 th National Congress of the Communist Party of China clearly pointed out that "we should promote the modernization of the national security system and capabilities,resolutely safeguard national security and social stability","achieve the goal of the centenary of the founding of the armed forces,and create a new situation in the modernization of national defense and the armed forces".Infrared thermal imaging products are an important part of security monitoring products,which are widely used in the military and civil security fields,and have important strategic significance for realizing the modernization of China’s military and weapon equipment and building a national security system.Opportunities and challenges coexist in the infrared thermal imaging industry.Its market scale continues to expand,its demand continues to increase,and its application fields are further enriched.The development of high and new technologies empowers the infrared industry,with broad market prospects.At the same time,the intense competition in the infrared industry and the high concentration of the industry put forward higher requirements for the survival and development of Company A.This paper studies the marketing strategy of the infrared thermal imaging products of Company A,through interviews and research,we collected information from multiple sources,comprehensively summarized the current situation of its marketing strategy,and extracted existing problems,optimizes its marketing strategy by analyzing the causes of these problems,and provides specific measures,aiming at enriching the marketing theory and helping Company A find a way to break the situation in the fierce market competition.First of all,it analyzes the current situation,problems and causes of the marketing strategy of Company A,and summarize the current marketing problems of Company A through interviews and research,mainly including: in terms of products,serious homogenization of products and competitive products,single product category and slow update and iteration,unstable quality of customized products,etc;In terms of price,compared with competitive products,the price is higher and the pricing strategy is single;In terms of channels,there is a lack of perfect distribution network,the responsibilities of channel members are not fully fulfilled,and the construction of online channels is lacking;In terms of promotion,the construction of promotion mix is unbalanced and the promotion method is backward;In terms of personnel,the marketing personnel lack professional knowledge and the service level of technical personnel is low;In terms of process,the order delay of customized products often occurs,and the post-purchase convenience experience is poor;In terms of tangible display,tangible display is mere formality,and the demonstration effect of the prototype is not good and lacks interest.Secondly,this study makes a comprehensive analysis of the marketing environment of Company A.The PEST model is used to analyze the macro environment,and the results show that the macro environment as a whole is conducive to the marketing of infrared thermal imaging products;According to the micro-environment analysis,Company A needs to pay attention to the threats of powerful customers,core device suppliers and domestic first-class enterprises in the infrared industry;The SWOT analysis method is used to evaluate the internal and external conditions of Company A,and after weighing and comparing,it can be concluded that Company A is suitable to adopt WO strategy,which focuses on improving its competitiveness by improving its internal disadvantages and taking advantage of external opportunities,and is suitable for enterprises that are committed to improving their own disadvantages.Then,use the 7Ps marketing mix theory to optimize the marketing strategy of company A’s infrared thermal imaging products.In terms of product strategy,reduce the dependence on infrared detectors,implement differentiated product strategy,enrich product lines and accelerate product upgrading,and implement modular product strategy;In terms of price strategy,control costs,adopt differentiated pricing,ladder pricing,and perceived value pricing;In terms of channel strategy,key regions set up distribution networks,key industries establish cooperative relationships with engineering and equipment manufacturers,improve the management level of channel members,and establish online marketing channels;In terms of promotion strategy,optimize advertising strategy,strengthen public relations marketing,utilizing knowledge marketing to enhance product promotion effectiveness,and strengthen customer relationship maintenance;In terms of personnel strategy,improve the comprehensive quality of personnel,improve their service awareness,and improve their job satisfaction;In terms of process strategy,plan the pre-sales demand review process as a whole,optimize the procurement link,and optimize the after-sales service link;In terms of tangible display strategy,the company will standardize the tangible display strategy through the company system to improve the interactivity of tangible display.Finally,specific implementation measures and safeguard measures are proposed for the optimized marketing strategy.The implementation measures provide specific methods and practices for the implementation of marketing strategies,and the guarantee measures ensure the effective implementation of marketing strategies from five aspects: technology research and development,human resources,brand building,organizational structure,and corporate culture.By studying the marketing strategy of A company’s infrared thermal imaging products,this paper,on the one hand,expands the marketing theory to the infrared industry,enriches the connotation of the marketing theory,and updates the timeliness of the marketing theory;On the other hand,it can solve the specific problems in the marketing activities of company A’s infrared thermal imaging products,and also provide reference for the optimization of marketing strategies of other infrared enterprises.