Universal Welding Materials Co. Marketing Strategy Research

HuanYu Welding Materials Co., Ltd has a fifty years old in the production of welding materials. It has restructured in 2003 and catches up with the rapid growth of the market opportunity, has been the rapid development of enterprises. However, development of the company has been slow in the past two years. The main causes is there is no specific marketing strategy guide in the target market positioning, product structure adjustment and opening up new markets in HuanYu Welding Co., Ltd. Therefore, improving the company's existing marketing strategy to the established market and to guide the work of the company's ability to successfully develop new markets and win market share is very important.In this paper, the author explores questions of existence and current status in HuanYu Welding Materials Co., Ltd. by ten year-practice in the sale department of welding materials. Firstly, I general commented marketing management and industrial related marketing concepts and theories. Then , analyzed in detail the company's external environment and internal conditions and historical analysis and made comparison with reference, and made the welding material into industry five forces of competition model; Secondly, I summarize HuanYu Welding Materials Co., Ltd. strengths, weaknesses, opportunities and threats with the use of SWOT analysis, in order to build out the company's marketing strategy SWOT matrix; And, identified target markets and different market for the corresponding marketing strategy through the welding material for domestic market segmentation to HuanYu Welding Materials Co., Ltd. Finally, Introduced the relationship marketing theory and the the solution to the problem of the implementation of marketing programs for HuanYu Welding Materials Co., Ltd. on the basis of 5Ps marketing theorey guidance, to provide theoretical support for marketing.The study in this paper offers a relatively applicable solution to marketing management in Welding material manufacturers in China, with analysis to the trend of Chinese industrialization process and the current domestic competition among Welding material manufacturers in China. The study could also be references of Chinese manufacturers of welding consumables from the development of marketing strategy to the reference.