Yuqing Company's Marketing Strategy Analysis

With Chinese steel industry's fast development, it provides the excellent opportunities for continuous casting functional refractiones. As a small company in the field of the continuous casting functional refactiones, we have to face the fierce competitive buyer's market, so how to survive and develop in this competitive environment is an urgent problem to us. The same is true with Yuqing company, and how can we survive the marketing environment? We should seize the opportunities, face the challenges and work hard to map out a marketing strategy suitable for our company's survival and development. Only by taking the above steps, we could have success in the drastic marketing competition. All these research in the thesis have important realistic meaning for continuous casting functional refactiones business.Firstly, the thesis gives an systematical analysis to the marketing activity of Yuqing company and finds out the main problems which restrict the advance of the marketing achievement: the pressure of developing new products, expand and management of distribution channel, function imperfect of marketing department, poor management of marking process, poor management of part-time salesmen, marketing training is not systematical, marketing information is dispersive. Secondly, to solve these problems, the thesis based on exterior environment and interior conditions of Yuqing company. At last, the thesis uses 4P marketing strategy and relationship marketing as the main theoretical base to establish the company's marketing strategy with the relationship to consumers as its core. The thesis also formulate an specific plan of marketing strategy to guarantee the strategy be carried out effectively. And besides, it further implements the safeguard mechanism and control method.Based on qualitative analysis and supplemented with quantitative analysis, the thesis maps out an effective marketing strategy for the purpose of self development and challenges dealing. We trust the research results can not only give further assistance to the development of Yuqing company, but also very useful to the small companies in the field of continuous casting functional refactiones when they formulate the marketing strategy.