Research On The Marketing Strategy Of Zhengzhou Rifeng Pipe Company

With the city's rapid expansion, the construction industry developed swiftly, which inevitably stimulate pipeline industry's unprecedented development, Zhengzhou is a city where vendors gather in from all the country, which makes competition more intensely. How to be a leader in the fierce market competition and grasp the initiative in Central China's fierce market competition is becoming the most essential issue to Rifeng company in Zhengzhou.This article based on Rifeng company as a case study the aim is to research its market situation through analyzing its strategic management and marketing management, while improving its marketing strategy and giving suggestions to the enterprise in a similar situation for reference in the future. This article based on Rifeng 's "technology is king, marketing victory" management context and marketing situation, analyzing the Rifeng company's internal and external environment. From its external environment, it mainly adopts the macro-environmental analysis, including politics, laws, culture and society, natural and technology environment aspects; market analysis, including market development trend, main stream product and so on; industry analysis which concerns about the industry prospect; and competitive environment analysis which relates with the competitive rival, the replaceable products. The negotiating ability of the buyer or seller. From its external environment, it mainly adopts the strengths and weaknesses analysis, based on internal and external environmental analysis, SWOT analysis was adopted, and then proposed Rifeng company's marketing strategy, and it uses 4Ps theory to design a product strategy, price strategy, channel strategy and specific marketing strategy, Finally, it gives suggestions to ensure the implementation of marketing strategy for Rifeng company. This is providing the direction of marketing activities for the enterprise, and providing effective protection to increase product sales for the company, increasing the market share and expanding product areas .