The Research Of Internet Marketing Strategy Of Lanzhou Longxing Vulcan Heating Equipment Manufacturing Co.,ltd

Internet marketing is the trend of the marketing in business and an important component of the integral sale strategy in modern enterprises. There are some advantages that make Internet marketing occupy most share of the sales market in various industries, such as zero cost of the store, any-time access,easy to search and comparison and so on. With the gradual popularization of the network that China’s online shopping market increasing year after year, the sales model of the traditional manufacturing face enormous challenges.In this article, Lanzhou Longxing Vulcan Heating Equipment Manufacturing Co., Ltd. is a traditional manufacturing enterprises that mainly to produce new heating radiator and solar collector. And “Longxing Radiator” is a famous brand in Chinese Northwest district. As the leading company in radiator industry, Longxing Group has not yet pay enough attention to Internet marketing so far. In this case, by analyzing the history and current situation of Longxing Heating Raditor brand, I will analyze how to make relatively efficient marketing-mix strategy for the company.Firstly, I’d like to start with the analysis of the Internet sales of the entire radiator industry. I will summarize the radiator network marketing as a whole, and analyze if the radiator can be sale in the internet. Secondly, the thesis carries on external and internal environment analysis to Longxing group, including the macroscopically environmental analysis, industry environment analysis, internal environment analysis and so on. The aim is to find out the problems during sales process of the radiator and other products. And through the external environment analysis to find out the opportunities and threats. Through the internal environment analysis to find out the advantages and the disadvantages. By means of SWOT analysis to the Internet marketing of the products, we can formulate the strategic STP theory. Last by not the least, around difficulties facing Longxing radiator, combining with development goals of the company, we design the suitable strategies and select the suitable sales model. At last, impose some protected measures to carry out these strategies for better.