The Research On Improvement Method For Marketing Strategy Of Antirust Products Of Shenyang Rustproof Co.,Ltd

The antirust product industry is developing fastly in China. The growth ofdemand for antirust products in Chinese market which will be still number one in theworld in the coming years. However, the low-end products are still have large marketshare in home market now. Therefore, the innovative and high value-added of productdifferentiation are become the development tendency in future. Highly efficientservice and solution，as added value of the product, will be the new profit drive in theantirust product industry.As the first enterprise to introduce the concept of antirust product in China, andwork on designing, researching, producing the antirust fasener. Shenyang RustproofPackaging Material Co., Ltd is faced with opportunity and challenge of marketcompetition in the antirust product market in China.In the former marketing activites,they just to pay attention to the market share in marketing target, neglected thesatisfaction and loyalty of customer; focused on that how to sell their products andservice, neglected the establishment and maintaining of customer relations. They tookmore attention on the large-scale production and the establishment of marketingnetwork, took the short term of economic benefit important, and did not consider thathow to realize the sustainable development of enterprise. These backward marketingconcept let the enterprises to pursue one the expansion of market share,then theenterprises fall into cutthroat competitio, and met the bottleneck in their development.Additionally, base on the background of the depressed economic environment, Theenterprises transfered the part competition of individual business area tocomprehensive competition of all of business area. The competition turn white-hot.For Shenyang Rustproof, as the big changing of the market competition environment,the enterprises have to take away the extensive form of traditonal marketing mode,turn into the intensive cultivation of new marketing era; following the key method of price competition in homogenized marketing mode are to end, the differentialmarketing mode become to an inevitable choice of enterprise in marketing innovation.Therefore, Shenyang Rustproof are pressed for establishing an background ofAll-service operation to adjust the demand of market competition, which are newmarketing mode and are different from the competitor. The planing and optimizationof marketing mode is the deliberate subject and necessary.By utilizing related marketing theories as the analyzing tools, base on themarketing environment of Shenyang Rustproof, analyses the market environment andcompetition condition of antirust product industry, according to the theory of marketsegmentation,subdivide the market of special antirust products products of ShenyangRustproof, and confirm the target market, on this basis, according to the ShenyangRustproof’s resources and market positioning. At the same time, the paper analyzesthe current marketing situation of antirust products, and forward the correspondingmarketing solutions from the product, price, channel and promotion, in order to helpShenyang Rustproof to implementation of the marketing strategy.Also, this thesis present the proposal that how to gurantee the execute of themarketing strategy.In this thesis, the author pay attention to analyse the pratical problem onShenyang Rustproof, and through the optimized and perfect marketing strategy tosolve the current issues in Shenyang Rustproof, which lays the foundation forcompany’s further development, and wish that this thesis will be provid some usefulconstructive reference and revelation to those domestic companies and Chineseantirust product companies.