The Marketing Strategy Research For DW New Material Company

As a kind of new and high technology industry, new materials industry is one of the encouraged and supported industry. The insulation materials of the company industry is the national industry. With the development of the society, the economic construction investment increasing, so that the growing demand for insulating materials is all over the word. Comparing with the developed countries, the cost of the enterprise is relatively higher,and the capital investment is insufficient. However, the enterprise takes the regional advantages and quality advantage, it has great development potential and space.In the analysis of domestic,international situation and the development of the competitors, this paper summarizes the current development situation of the industry, emphasizes the comapany’s larger development space and the industry’s flourishing development trend. Then, the paper tells the basic concept and theory of marketing.Besides, basing on the STP theory and SWOT theory, it states the advantages and disadvantages of the enterprise.At the same time,it analyzes the opportunities and challenges which the DW is facing.Considering the development history of the company, the enterprise organization structure, product category and level positioning, this paper points out the deficiency of the company’s marketing.what’s more,it put forward the strategies and methods on the improvement of the enterprise. The future marketing strategy for the enterprise aiming at improving the competitiveness of the enterprise, winning more customers, getting more benefits and long-term development.