MBA教育中心知识库

  自阿里巴巴集团创始人马云2016年提出了“线上+线下+物流”深度融合的新零售理念以来，引起了社会各界的广泛关注，激起了学术界和业界的深度探讨，赞同者和质疑者皆亦有之。学界纷纷对新零售理念展开讨论，业界资本青睐，巨头进军，各类零售终端纷纷占领市场。大小规模各异的新零售公司采取了不同的营销策略来争夺竞争市场中有需求的相关客户，面对激励的市场竞争，亮点科技公司要想在竞争激烈的新零售物种自助售卖机市场中有所作为，就必须采取实际行动，对整个行业及企业自身进行有效分析，提出适应竞争需要的市场营销策略优化对策，将其转变为亮点科技公司的核心竞争力。

  本文以亮点科技公司作为研究主体，对相关文献进行归纳总结，充分借鉴国内外优秀研究成果，在概念界定及梳理相关理论的基础上，客观分析了亮点科技公司在营销策略中存在的问题，并对其宏观环境和微观环境进行分析，确定营销策略优化思路与原则，提出优化对策及实施保障措施。

  研究发现，亮点科技公司营销策略中存在问题包括：产品差异化不明显，运营模式差异化不显著，服务差异化欠缺；核心功能更新和维护不足，延伸功能开发不够，附加功能有所欠缺；缺乏附加价值，缺乏技术附加值，缺乏品牌附加值；产品和服务效用不高，客户管理互动性不强等问题；针对亮点科技公司营销策略中存在的上述问题，从差异化、功能化、附加值、共鸣四个方面提出营销策略优化对策，逐步解决相关问题，以实现提升品牌知名度、提高市场占有率的目标。

  Since the founder of Alibaba Group, Ma yun put forward the new retail concept of "online + offline + logistics" in 2016, it has attracted wide attention from sectors of society and aroused in-depth discussion in the academic and industry circles, and there are also both approvers and doubters. The academic circles explain and discuss the new retail concept one after another, the industry capital favors, the giant enters, each kind of retail terminal occupies the market one after another.New retail companies of different sizes have adopted different marketing strategies to compete for relevant customers with demand in the competitive market. In the face of fierce market competition, Liang Dian technology companies must take practical actions to effectively analyze the whole industry and the enterprise itself if it wants to make a difference in the highly competitive new retail species self-service vending machine market, Put forward the marketing strategy optimization countermeasures to meet the needs of competition, and turn it into the core competitiveness of high-tech companies.

  This paper takes Liang Dian technology company as the main research body and summarizes the relevant literature,fully uses the domestic and foreign excellent research results for reference, and on the basis of defining the concept and combing the relevant theories, objectively analyzes the problems existing in the marketing strategy of Liang Dian technology companies,and analyzes its macro environment and micro environment, determine the ideas and principles of marketing strategy optimization, propose optimization countermeasures and implement safeguard measures.

  The research found that there are some problems in the marketing strategy of Liang Dian technology companies, such as product differentiation is not obvious, operation model differentiation is not significant, service differentiation is lacking;core function update and maintenance are insufficient, extended function development is insufficient, and additional functions are lacking; lacking Added value, lack of added value of technology,lack of added value of brand; low utility of products and services, weak customer management interaction, etc.; in response to the above-mentioned problems in the marketing strategy of Bright Light Technology, from differentiation, functionality, and added value, Resonance proposes marketing strategy optimization countermeasures in four aspects, and gradually solves related problems in order to achieve the goal of increasing brand awareness and increasing market share.