Marketing Strategy Jinan Ruihua Carbon Fiber Restoration Products

In the background of the national economic structure adjustment， the transformation modeof economic growth，industrial upgrading，the consumption upgrading is the inevitable productof market economy to a certain stage. In-depth analysis of industry and market characteristics ofnew materials，making the products business marketing strategy，and explore the strategies of theactual development of enterprises，is a major issue in all industry practitioners.In this study， through literature research， case analysis， combined with strategicmanagement theory，marketing management theory and the theory of competitive advantage，enterprises and products of Ji’nan Ruihua are analyzed. Making method is mainly used instrategic management，puts forward the development strategy and competitive strategy should betaken by enterprises on the basis of the analysis of internal and external environment，theindustry competitive environment，combined with corporate mission，vision， into the enterprisedifferentiation and focus strategy. Through market segmentation，enterprises target market ismade，its marketing strategy，carbon fiber products，including product strategy， price strategy，channel strategy，promotion strategy. Finally，in order to improve the feasibility of Ji’nan Ruihuamarketing management，the execution time of marketing management，need to give certainsafeguards. This paper puts forward some suggestions on the development strategy， businessprocess，organizational structure，personnel management and corporate culture.The first chapter analyzes the background, the significance, and the conclusion is thisresearch is put forward under the background of national industrial structure adjustment and hasan important significance on the industry development. Then the research ideas and researchmethods are described, the research frame and the technical route to take is analyzed, laying agood foundation for the follow-up study.The second chapter reviews the theoretical basis of this study. This study involves mainlythe theory of marketing management theory, strategic management theory and the theory ofcompetitive advantage. This chapter analyzed the relationship between these theories and theenterprise management, and found that their is close relationship between enterprisemanagement and the theory.The third chapter company for enterprise development, enterprise product status. Toanalysis the enterprise strategy, marketing, competitive advantage, we must analyze theenvironment for the development of enterprises. It mainly uses the PEST analysis method to analyze the macro environment, and analyzing the development of the industry environmentmainly used five forces model of competition, which laid the foundation for the subsequentanalysis of enterprise marketing strategy.The fourth chapter then analyzed the present situation of marketing management, whichfound that the status quo of enterprise marketing is not clear, the concept of market positioning isfuzzy, marketing mix is not scientific, and marketing model is not innovative, then the targetmarket segmentation determined the target market company. At last, it analysis the company’smarketing strategy from product, price, channel and promotion.The fifth chapter analyzes the marketing strategy of the company, and these areas are fromdevelopment strategy, business process, organization structure, talent concept and enterpriseculture aspects.The sixth chapter analyzes the conclusion and innovation of this research. And it alsoanalyzed the limitations of this study, and the research prospect in the future is also analyzed.The innovation of this research lies in：（1） the innovation of research perspective. Existingresearches mainly focus on factors of enterprise marketing strategy， marketing more content. Inthis study，combined with strategic management theory，competition theory， marketingmanagement and strategic management are combined，this is the research angle of view and theprevious difference（.2）the innovation of research content. In this study，by combining the Ji’nanRuihua marketing management experience， combined with the competitive advantage ofmanagement theory，strategic management theory，put forward the new materials productsmarketing management and safeguard measures，certain forward-looking.