Research On The Marketing Strategy And Management Of State-owned HG Mechanical Factory

With the further transforming from the planning economy to the market economy of China, the firm competition in most of industries occurs because of increasingly developing market mechanism. Enterprises pay more attention to marketing management system and marketing strategies. Meanwhile, the research into marketing management becomes more important.The object of this paper is marketing management system of the Stated-owned HG mechanical company. First of all, the paper examines current environment situation of marketing system and the predicaments faced by the company, which include the decline of product quality, the severe loss of human resources, the obstacles of internal communication, overstock and the rapidly growing account receivable. The paper also suggests that the company should adopt turning strategy basing on analysis and evaluation not only of strength and weakness but also of opportunities and threats with SWOT model.Second, bases on the target marketing core technology of STP analysis (segmentation, targeting, positioning) towards the company's product-market analysis, provides 4Ps marketing mix strategies for the products manufactured by the company. After analyzing the existing product portfolio with the BCG matrix, this paper proposes that it would be necessary for the company to adjust the structure of products, and to improve technology and quality of question- marks -products, and to reduce the production cost, and to make them become stars-products by spread propaganda, on the other hand, to eliminate dogs-products by reduction of capital into them, in order to make them gradually quit the market.Finally, analyzes the current conditions of marketing management system of the company, for example the structure and size of marketing team, as well as the recruiting, training, prompting and performance examination of marketing team members. The solutions to the problems in marketing management are provided, such as improving marketing information management, enhancing the relationship with customers, heightening the quality of products, advancing after-sale services and receivable account management and so on.