Study On The Marketing Strategy Of Y Company

The zipper is a small object in people’s life. But zipper can be used in clothing, bags, sports goods, industry, national defense and other aspects. In recent years, although the global fastener market keep growing, but due to the impact of rising raw material prices, exchange rate changes, human resource costs and other factors the zipper enterprises are facing increasingly complicated market environment。 The enterprises should adapt to the current market environment, put forward marketing strategy adaptation in order to gain the competitive advantage in the fierce global competition in the market.The paper takes Y Company which is in zipper industry as the research object. It introduces the background, research purpose and significance firstly and summarizes the research status of domestic and international marketing strategy, marketing strategy. After that, the paper sort of marketing, environmental analysis, market positioning and other related theories, laying a theoretical foundation for this research. This paper focuses on the analysis of Y company is facing external marketing environment: current domestic economic development is stability, but is faced with the problem of domestic demand not flourishing; domestic human resources costs continued rising. From the development of zipper industry’s point of view, the zipper industry is concentration rising and the production is still in the development trend. This has brought opportunities for development of the Y Company. This thesis combines the actual conditions of Y Company, analysis the operation and the marketing status of Y company in recent years. It points out the problems of Y Company, market orientation has not yet fully formed, and the organizational structure is not reflected the direction of market development, marketing incentive mechanism is not perfect, marketing management is not enough, lack of sales terminal control. Then it summarizes the advantage, disadvantage for Y Company. The paper gives the Y’s marketing strategy: clear market orientation, organizational structure, strengthen the marketing reform of assessment and incentive, strengthen the sales terminal management and process management. In addition, this paper also improve employee’s innovative quality and ability, the quality of the products, to improve the innovation ability of enterprises, establish a standard enterprise management mode in such aspects as the marketing strategy of Y company implement security countermeasures.The purpose of this study is to establish and perfect the market marketing strategy of Y Company. Firstly, this study can provide scientific reference for the formulation of marketing strategy of Y Company, provides the effective suggestion for the company’s marketing strategy planning and the formulation of. Secondly, research to improve the marketing strategy of Y Company, Y company product market share, has important significance to improve the market competitiveness of Y Company.