A Research On Marketing Strategy Of LSH Engineering Company

With the strategic adjustment of the state-owned economy and the standing out of the energy industry, LSH Engineering Company meets with more great opportunities of development, but meanwhile it also came across with new challenges. First, an unilateral understanding of enterprise marketing, which assumed that marketing was not a vital part in a company, and its function was limited; second, threat and pressure from outside the company, LZPCEC was a new founded company in the western region, it had a lot of business as well as experiences in the marketing, however, until it modifies and consummates its marketing strategy, it would be merged or shrank by other domestic and oversea companies of chemical engineering under the threat of competitions. Therefore, we have to conduct a survey on the marketing strategies of LSH Engineering Company and work out a marketing plan and promoting system for its long term development. By seeking a new way of marketing, boosting the sales power, elevating the market share within the country's chemical and engineering industry, we will contrive a program to make sure that LSH Engineering Company can develop continuously and steadily along its general strategy.A method of linking theory with practice, a model of purchasing procedure in marketing behaviors, together with theories of key person and key leader, views concerning the standard of choices, selling and buying places, exchanging ability and integrating products, related resources, and index of selling conditions, are adopted in this thesis. In addition, we make an analysis of the conditions and problems of marketing management, by examining the actual situation within the company. By contemplating on our own working experiences, we sum up the following view points: First, marketing exploration department played a vital role in the development of LSH Engineering Company; secondly, we have to recognize the importance of strategy in marketing, starting from our customer's needs in different periods, studying their buying procedures. Thirdly, we must distinguish and identify key persons and leaders during marketing procedures in terms of the practical situations of chemical engineering. Fourthly, we must make out different plans for different key persons' buying and selling points, a workable method has been raised in this thesis. Fifthly, this paper analyzes main factors accounting for LSH Engineering Company's integrating productions, and ensures the marking object's key person and the suitable coordinator. Finally, a corresponding strategy of improving the company's marketing state is provided.