Study On The Optimization Of Marketing Strategy Of Printer Sales Company S

Since the reform and opening up,China’s economy has grown rapidly,printers as an important device in the work and learning life,its market size has also been rapid development.Data show that the market size of China’s printers is 35.21 billion yuan in 2021,and it is expected to grow to 40.84 billion yuan by 2025.The giant market potential has attracted many enterprises to enter the market.But with this comes an increasing homogenization of print products,increasingly diverse consumer needs,and increasingly intense market competition.In addition,with the speedy development of Internet technology,online shopping has become more accessible and consumer habits and psychology have changed dramatically.All these make the physical retail enterprises face more severe challenges,so it is urgent to adjust their traditional marketing strategy,otherwise,it may be eliminated by the market.In this paper,we take S printer sales company as the research object,based on 7PS service marketing theory,with the Porter five force model and PEST analysis method to analyze the internal and external marketing environments and marketing status of S printer sales company,and designs the interview and questionnaire survey content.Through the collection and arrangement of interview and questionnaire survey,summarize the problems in the marketing strategy of S printer sales company,mainly including unclear product positioning and product structure is not reasonable;price has no competitive advantage;product marketing channel is single,no online marketing channel;personnel management problems and store display lack of new ideas.In response to the above problems,based on the 7PS service marketing theory,this paper puts forward the corresponding solutions: firstly,strengthen the management of the product procurement chain and optimize the product structure;secondly,select the products with appropriate price and implement the dynamic pricing;then,speed up the construction of online marketing channels and carry out online and offline linkage marketing;also,strengthen the staff training,improve the service quality and perfect the performance assessment system;finally,establish a good professional image and increase the number of sample machines.At the same time,in order to effectively implement the marketing plan,S printer sales company also needs to implement capital,personnel,information technology and other safeguard measures.This thesis hopes to take S printer sales company as an example,and by exploring its marketing strategy,help it to get rid of its marketing difficulties,enhance the company’s competitiveness and improve its profits.At the same time,it is also expected that the conclusion of this study can provide some reference for other similar companies.