Research On Optimization Of Marketing Strategy For Intelligent Manufacturing Equipment Products Of X Company

With the gradual transformation of China’s intelligent manufacturing equipment market-buyers,some traditional advantages of state-owned intelligent manufacturing equipment enterprises have gradually lost with the market-oriented reform of enterprises.In the face of the increasingly "red sea" intelligent manufacturing equipment market,it is an inevitable trend-strengthen the construction of enterprises’ marketing capabilities.This thesis selects the AGV robot product marketing of X Company as the object-carry out research,with a view-providing new solutions for the improvement of the enterprise’s product marketing strategy,so as-improve its AGV robot product marketing ability and effect and provide reference for the improvement of other similar enterprises’ marketing strategies.This thesis discusses the marketing of AGV robot products of X Company,and analyzes the company’s marketing environment using PEST framework and SWOT framework;Through enterprise survey and questionnaire survey,the main marketing problems and reasons of AGV robot products are analyzed;With the help of 4P theory,service theory and peak-end experience theory,the marketing improvement strategy is discussed and put forward.The main research conclusions include:(1)The current macro environment generally supports the marketing activities of X Company.The industry environment has both advantages and fierce competition.The company has both advantages and disadvantages,but the overall advantages and opportunities for the company to implement marketing are the mainstream.(2)According to the questionnaire data and the analysis of the current marketing situation of X Company,the implementation problems of the marketing strategy of the company’s intelligent manufacturing equipment products are mainly manifested as follows: the existing products cannot meet the diversified needs of customers,the rigid product price mechanism has low market adaptability,the channel system of product marketing has obvious limitations,and the implementation of the promotion strategy is not effective.(3)The main reasons for the implementation of the marketing strategy of X company’s intelligent manufacturing equipment products are the lack of exploration and innovation of the customer’s product personality needs,the existing organizational governance model that restricts the flexibility of price adjustment,the lack of awareness of the channel diversification construction of enterprise managers,and the neglect of the marketing value of service and experience in the buyer’s market environment.(4)Company X’s marketing strategy improvement plan,including the use of big data technology to assist product development on demand,promote the decentralization of pricing power to realize the marketization of price adjustment,actively promote the diversification of marketing channels,and transform value perception to improve service and experience promotion.This thesis selects intelligent manufacturing equipment product enterprises in the new infrastructure industry as the object for discussion,and introduces experience marketing content,big data and new media tools into the marketing scheme design of intelligent manufacturing equipment products,so as-achieve certain innovation in the selection of research objects,research content and tool application.At the same time,the research results of this thesis will directly help X Company improve its marketing ability,and can also provide new materials for marketing theoretical research,thus forming certain theoretical and practical contributions.