Marketing Research Of Shengchuan Ceramic Inner Core

With the continuous development of the national economy and overall national strength growing, small and medium enterprises in China has grown, especially innovative SMEs in the market competition, becoming the main force of innovation.Similarly, they have made great progress in the marketing development, but there still exist some problems in these enterprises such as understanding inaccuracy, a lack of long-term planning, a lack of talent, difficult to establish modern enterprise system and other problems. To fully enhance Chinese SMEs' marketing capability and competitiveness, we must draw up expedient marketing strategies and apply them correctly. Shandong, Shengchuan Ceramic Material Co, Ltd is a typical innovative SME, which relies on University of Science and Technology Beijing and Shandong University of Technology and other research institutions, has developed innovative ceramic inner core materials. Founded three years ago, it has already made preliminary development. Some marketing issues existing in its development process are very representative. How to open up the market quickly with limited marketing resources has become an important issue for many SMEs.With the guidance of the marketing concept "directed by market demand and focusing on customers", and after scientific analysis using integrated marketing communication theory and marketing mix theory, based on enterprises resources status, the market development program is formed. The first phase of market development program focuses on the use of integrated marketing communication. Through the combination of network marketing, public relations and advertising activities, the corporation and product information will be passed to target customers fast, accurately and cost-effectively. The second phase of market development program focuses on the use of promotion mix. On this basis, through personal selling and sales promotion, inspire customers' purchasing desire and behavior, Promote the rapid growth in product sales. The third phase focuses on customer relationship management. With the guidance of customer-centric theory, through depth customer relationship management, establish long -term supply and demand relationship to realize mutual cooperation and profit.Based on the application of integrated marketing communication, marketing mix and customer relationship management, innovating of marketing development program and Ensuring the marketing efficiency market development achieves its low cost.The thesis consists of seven chapters, Chapter 1 Introduction, introduce the background and practical significance of the topic, and point out research ideas and methods. Chapter 2 Related Theories, theories of integrated marketing communication and marketing mix theories. Chapter 3 Analysis of Shengchuan ceramic inner core and market development situation, including product description, characteristics of market demand, company profiles and existing problems.Chapter 4 Market development program design of Shengchuan ceramic inner core, based on the analysis of chapter 3, formulate development program framework.Chapter 5 Interpretation of market development program, interpret and analyze the adopted plots in the program, and there are also some specific methods and steps.Chapter 6 Protection conditions of market development program implementation. Further describe the implementation measures, guarantee conditions and some problems that should be paid attention to.Chapter 7 Conclusion and Outlook, forecast and analyze of the program implementation effects.In this thesis a variety of marketing strategies are used, feasible market development program is formulated. It has significant references for small and medium enterprises to formulate practical marketing program and develop market with limited resources.