| Today, the marketing achievement for pipe insulation in China is far behind Europe and theUnited States, and the SMEs that produce the pipe insulation as the single enterprises arenot competitive in the market. Qingdao BL Company is a small private enterprise thatproduces the pipe insulation series products. The enterprise has got though the hard start-upperiod after three years’ development and entered the growth period. The purpose of thisstudy is to find out the suitable marketing strategy for the pipe insulation products of thiscompany, and establish the safeguard measures.The research background, purpose and significance, research ideas and methods, thecontent and the structure are briefly introduced, combining with the theory of marketing,industrial products marketing, customer relations, and an objective analysis of the QingdaoBL company about internal and external environment, and the pipe insulation productsmarket current situation and characteristic, the analysis of the industry competition statusunder the related theory is made, and the marketing environment of the company aresummarized, combining with SWOT analysis method, the market segmentation and targetmarket for the Qingdao BL company are deeply analyzed and determined, and thecorresponding specific market positioning are provided, the product strategy are providedaccording to the market development, differentiation, cost, brand and other differentperspectives, the price strategy are provided according to the product category and theprofitability difference, the corresponding marketing channel strategy are put forward fordifferent target customers, and the most important point is that, the targeted projectmarketing and the bidding strategy are made according to the characteristics of thecompany, the marketing strategy for the personnel sales promotion and customerrelationship management are established. At the same time, the useful guarantee measuresabout the strategy implementation to perfect market marketing organization, establishoverall marketing concept, perfect the marketing team establishment and perfect theproduct quality management and others are made in order to carry out the marketingstrategy for the enterprise.This paper provides some theoretical and practical references for BL Company, improves the marketing system effectively and creates much more profit for the enterprise accordingto the diagnosis of the existing marketing strategy and the study of the strategy updated andimplementation. Based on the discussion of the application of marketing theory, this paperprovides related marketing theory on the marketing theory establishment for themanufacturer of pipe insulation and helps the enterprise make the correct decision in orderto strengthen the competitive power of the enterprise. The industrial enterprises needcorresponding theoretical guidance because of its particularity. This paper in theory canenrich the related research about marketing strategies for the insulation pipe productionenterprises, improves the research of marketing strategy, implementation and guaranteemeasures of the insulation pipe industry. It will be pleased if this paper can give its theorycontribution on enrichment and development for our own pipe insulation product marketingstrategy. |
