The Research On Marketing Strategy For Yueyang Tianli Company

Electromagnetic equipment industry, a new integration of mechanical, electrical and magnetic technology in China since the 1970s, is of special machinery and electrical equipment industries. With the rapid development of China's steel industry in recent years, electromagnetic equipment industry is growing with leaps and bounds. Being a leading enterprise in this industry, Tianli Company is facing a more extensive market and increasingly furious market competition, so how to recognize its own strengths and weaknesses, make and implement reasonable marketing strategy avoiding its weakness while enhancing its strong points is the urgent task of this study.This paper starts with a brief description of electromagnetic equipment's production and consumption at home and abroad. Through a rather systematic survey on the electromagnetic equipment industry, it analyzes the external environment and internal resources of Tianli' marketing with an industry insight to detect opportunities and threats outside, as well strengths and weaknesses inside. Then it settles the market position by choosing target market in accordance with the company's capability and development objective based on the characteristics of market segments. Finally, the more competitive 4P marketing mix strategy is designed for the target market in order to guide the direction of products, improve Tianli's marketing capacity, and promote Tianli's competitiveness.Through research and empirical analysis of results, this paper puts forward a viable marketing model for electromagnetic devices industry represented by Tianli Company; this can be a good reference for similar industrial equipment product marketing and management models.