| In recent years,with the rapid development of China ’s electronic manufacturing industry,electronic components,as the core components of supporting products,have also ushered in rapid growth.However,since 2018,the global supply chain has been continuously impacted by the Sino-US trade war,the science and technology war,the new coronavirus epidemic,etc.The global electronic component industry is full of serious uncertainty.Foreign chip manufacturers continue to merge and acquire,and their monopoly position is further improved.Domestic agents have poured into this industry,and profits have been squeezed unprecedentedly.How to stand out in the intricate and disorderly competition and adjust the marketing strategy of enterprises in time has become the core problem that many electronic component agents need to solve at present.This paper takes a domestic electronic component company(hereinafter referred to as ’ SY ’company)as the research object.SY electronic component company is a domestic professional electronic component agent,which is among the best in the domestic semiconductor agent industry.Facing the uncertainty of the current situation at home and abroad,SY company sales pressure suddenly increased.Through the questionnaire survey and statistical analysis of customers,some problems in the marketing strategy of SY company are put forward : 1.Product line problem;2.Price issues;3.Channel issues;4.Promotion problem.These problems directly affect the sales performance of SY company,so it is necessary to study the marketing strategy of SY company.This paper uses PEST,Porter ’s five-force model and SWOT analysis method to conduct in-depth research on SY ’s marketing problems.According to the marketing STP theory,the market segmentation,target market and market positioning of the company ’s products are clarified,and the product strategy,price strategy,channel strategy and promotion strategy are adjusted according to the marketing 4P theory,so as to obtain the optimized marketing mix strategy.Finally,by formulating corresponding safeguard measures to ensure the smooth implementation of the optimization strategy,optimize the human resource structure,upgrade the information system,and implement incentive programs to improve the enthusiasm of personnel.The optimized marketing strategy has strong research significance,which can effectively solve the marketing problems existing in SY company and adapt to the new market environment,help SY company improve sales performance and expand market share.It has certain guiding significance for peer enterprise marketing strategy.The research results are helpful for domestic electronic component agents to reduce the systemic risk of marketing and improve the certainty of enterprise performance in the current complex international environment. |
