Research On Accounted-based Marketing Strategy Of Intelligent Warehousing Products Of Z Company

Z Company is a local enterprise in Shanghai that provides software and hardware integration solutions for intelligent warehousing products.Intelligent warehouse is an important measure for enterprises to realize production automation,mechanization and informatization,and has also become the development trend of modern logistics industry.In recent years,with the rapid development of the economy and the continuous improvement of the level of science and technology,the warehousing industry has also ushered in a new round of huge opportunities,and the demand for new technologies,high profits and high-end customer demand is increasing.Under the huge development opportunities and challenges,improving the marketing level of target customers is urgent for Company Z in the rapid growth period.The purpose of this study is to explore the theoretical basis applicable to guide the marketing management of Z Company’s target customers,analyze its marketing environment and operating status,find the main problems in its target customer marketing management at the emerging stage,analyze the causes of these problems,and propose targeted solutions to these problems.Based on the target customer marketing theory and ABM model,this paper uses the interview method to find and summarize the key problems in the target customer marketing management of Z Company.Through in-depth interviews with the company’s internal marketing management,employees of relevant functional departments and project leaders,this paper finds that the lack of high-value customers,the lack of effective interaction with customers,lack of effective customer interaction,as well as lack of customized personalization services and difficulty in accurately measuring marketing value are the top four issues that urgently need to be addressed in Z Company target customer marketing management.This paper mainly uses the questionnaire method to make a quantitative analysis of the causes of the above problems.The analysis results show that the company failed to accurately position the target customers,timely control the marketing opportunities,effectively and correctly insight into customer intentions,and failed to evaluate the marketing results at each stage.To improve the level of marketing management,this paper suggests that Z Company,by collecting big data and identifying target potential customers,can insight into customer behavior and accurately reach personalized content,establish personalized marketing programs to activate target customers,and timely analyze and assess marketing effects to improve marketing performance.The target customer marketing management scheme proposed in this paper can be directly applied to the regular management of the company,with strong applicability and feasibility,and has reference significance for other intelligent warehousing enterprises in the same industry to improve marketing management.This paper enriches the research on marketing management of target customer marketing theory in intelligent warehousing industry and marketing organizations with B2 B as the sales model and has certain innovation in topics selection and theoretical application.