Research On Optimization Of Marketing Strategy For Smart City Business In Suqian Of HK Company

With the increasing urbanization rate in China year by year,urban resources are becoming increasingly scarce,and traditional rough urban management models are becoming increasingly difficult to meet the increasingly refined management needs of cities.At the same time,the construction of smart cities based on new technologies such as the Internet of Things,big data,and AI has begun and is rapidly advancing in multiple cities across the country.The industry scale is rapidly expanding,and industry competition is becoming increasingly fierce.As one of the cities with rapid development in the East China region,Suqian has responded to national policies to vigorously promote the construction of smart cities in recent years.Regional industry opportunities have been constantly emerging,and multiple enterprises are vying to enter,gradually intensifying market competition.In the fierce market competition,HK Company,as one of the early companies to layout the smart city industry in Suqian,has achieved good results in the smart city industry by utilizing the advantages of traditional security business in the Suqian market.However,while the company has rapidly developed its business,it has also exposed many problems such as weak software capabilities,low proportion of its own products,and single marketing methods.How to effectively resolve the problems exposed in business promotion,scientifically respond to changes in the business market,and actively optimize marketing strategies is becoming an urgent problem that the HK Suqian team needs to solve.The thesis focuses on the smart city business of HK in the Suqian market,with marketing strategy optimization as the main means,and is committed to solving many problems encountered in the development of smart city business in the Suqian market.The thesis has three main research contents,which are introduced as follows.First of all,this thesis comprehensively analyzes the current situation,macro environment and micro environment of the marketing of Suqian,a smart city business of HK,based on the relevant marketing theories and smart city industry research.In view of the current situation of marketing,this thesis analyzes the company’s development,cooperation mode and other multidimensional aspects.In view of the marketing macro environment,this thesis uses PESTEL analysis method to analyze and elaborate from six angles.In view of the micro-environment of marketing,this thesis mainly uses the Porter’s five forces model to analyze,and uses the questionnaire method in the customer analysis to emphatically describe the main characteristics of customers through charts and other forms.Secondly,this thesis conducts a detailed survey of enterprises through interviews and questionnaires,and analyzes the specific problems existing in the Suqian market of HK’s smart city business,such as the low proportion of its own products,the lack of differentiation of smart city solutions,the weak ability of software development,the single marketing method,the unsound marketing system,and the insufficient support of the headquarters,and analyzes the marketing concepts of enterprises that cause such problems The enterprise business system and other deep-seated reasons are analyzed and excavated.The SWOT analysis tool is used to analyze the market situation,and based on the SWOT analysis,it is concluded that HK should adopt the SO strategic growth strategy for the smart city business,providing strategic guidance for the follow-up marketing strategy optimization.Finally,this thesis builds a marketing strategy optimization model based on the4 V marketing theory,and puts forward marketing strategy optimization suggestions in four aspects of differentiation,function elasticity,added value and resonance based on this model.The specific suggestions include innovative smart city plan,establishment of differentiated product series,introduction of ecological cooperation,creation of professional enterprise image,expansion of urban characteristic intelligent applications,development of additional products,and addition of additional services There are 12 suggestions,including highlighting corporate culture,improving sales system,strengthening regional linkage,guiding the sinking of headquarters resources,and promoting mutual visits between government and enterprise executives.Then,it puts forward the guarantee measures of organization,system,culture and marketing team needed to implement the optimization suggestions.Through field visits and detailed research,this thesis has made full research and analysis on the Suqian market of HK Smart City business,and put forward specific marketing strategy optimization suggestions.The research conclusions can be directly implemented in the daily work of the HK Suqian team,and have strong reference significance for other companies in the smart city industry.Many ideas also have certain guiding value for many city managers.The thesis has 29 pictures,10 tables and 63 references.