Research On Marketing Strategy Of Industrial Products In Internet Era

In the growing development of Internet technology nowadays, the popularity of the Internet continues to increase, the number of Internet users has doubled and the development of online shopping has changed people’s lives. This trend gradually extends from the consuming market to the area of industrial products. For industrial companies, network marketing means both opportunities and challenges, the Internet provides a platform showing products and services, delivering information to customers, communicating with customers easily, reducing the cost of communication between enterprises and customers, improving the service quality and eventually realizes the enterprise’s long-term interests and brand reputation.In this thesis, take the typical industrial product POE from Borealis, as well as the chemical industry background as an example, to analyze the industry environment and characteristics, the situation of Borealis in POE market, for helping Borealis, the new entrant to streamline the market, set target customer, and define the product strategy, channel strategy, strategy, integrated marketing communication strategy. Pointed out that in growing development of Internet technology nowadays, we must take a combination of online and offline marketing communication mode, lever network sales platform, micro channel public number, searching engine optimization and offline technology exchanging exhibition comprehensively. Face to face communication, online and offline collaboration, customer relationship enhancement, with all these can ensure the achievement of the best integrated sales and win-win business with customers, it will be best practice reference for all the products in this industry.Finally, this thesis also introduced the supporting system for implementation of these strategies, including organizational structure, corporate culture, incentive system.This paper presents the particular marketing method and strategy of industry products changing from traditional marketing to the marketing combined with network by the research of the development of Borealis POE internet marketing. This strategy helps Borealis to occupy a certain marketing shares and expand the shares gradually by the application of internet marketing. This topic use the theoretical tools like PEST, SWOT, STP etc. which I learned in my MBA period, and I hope this topic can give some inspiration and reference of marketing strategy to Borealis and other industry products sales companied.