| Since the Five-year Development Program, great changes have taken place in the pressure vessel manufacturing industry in china, which is the industry of providing auxiliary equipment and services to energy industry and high energy-consuming industry, On one hand, the international economic crisis brings great impact on the real economy, which induces the international and domestic market demand growth amplitude declined obviously; on the other hand, with the adjustment of industrial structure and industrial upgrade of energy industry and high energy-consuming industry, the market structure pressure vessel manufacturing industry is undergoing great changes, and the industry competition is increasingly fierce. In this context, in order to enhance competitiveness, improve market share and operating effect, enterprises should pay more attention to the formulation and implementation of marketing strategy.In the paper, Jinan pressure vessel factory is the research object, whose core business is to provide pressure vessel product and related equipment development, production, sales and service to electric power company. Combined with the modern marketing related theory, this paper elaborates and analyses the macro market environment and industry environment of Jinan pressure vessel factory systematically and deeply discusses the current marketing work situation of Jinan pressure vessel factory. Connecting the existing opportunities and threats in the industry with the company’s own advantages and disadvantages, this paper excavates the market segments which can reflect the advantage of the company’s competition, and then determines the company product market positioning, establishes suitable marketing strategy for the company’s further development, at last corresponding the implementation process, this paper provides supportive measures. The author hope this paper is practical helpful to the further development of the Jinan pressure vessel factory from the strategy and tactics level, and also have certain reference significance to the rest of the industry enterprise. |
