| On the influence of financial crisis, iron and steel industry Including the plank being rapid growth in the past begins to be slowdown with a recession in demand. Product marketing has increasingly attracted attention. The article take shouqin metal materials Co., Ltd as research object to formulate the marketing strategy suited for it’s character through the scientific method, so as to help enterprises to improve it’s market share, improve profit margins for the purpose of getting competitive advantage in the thermoelectric cooling industry. The research provides strong theoretical reference and practical guideline to large enterprises in order to help them deal with competition and challenge in the background of globalization.Firstly, the article systematically described the research background, significance and the present research status, and points out the shortcomings of the current research. At the same time,it summarizes the related theory of marketing, what is laid the basis for further study of the article. Secondly, the marketing situation of shouqin metal materials was described, with the application of the theory analysis of macro environment and Porter’s five forces model on the company’s internal and external marketing environment,and the same time,it detailes dissection of the internal marketing environment of the company. On this basis, the article use SWOT qualitative analysis model to determine the decentralization strategy taken in the marketing process. Thirdly, the article formulated a marketing concepts, objectives, emphasis through designing marketing strategies. Using STP method to be sure the market segmentation, target market selection and product positioning, the article design the 4Ps with the focus of product and price. At last, the article proposed the safeguard measures for marketing strategy implementation that included strengthen business support capabilities, promote marketing team building, building corporate culture. |
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