AIG Group Marketing Strategy Research

With the rapid development of economic globalization and science and technology, sealing enterprise occupies a more and more important position in the process of the national economy development of our country, its development status around to maintain social stability and promote economic development and so on, which all that have the important practical significance.Sealing technology industry in response to the national energy conservation and emission reduction, green environmental protection industrial production mode of policy plays a more and more important role. As industrial manufacturing enterprise, general enterprises are marketing oriented to enterprise development strategy. Marketing become the survival of enterprises, which is the lifeline in enterprise management and also an important weight of enterprises to participate in market competition. This paper starting from the characteristics of sealing industry development in China, according to its own characteristics of AIG group to develop the marketing strategy suitable for their own long-term development, according to different target market, using the right product strategy, price strategy, and channel strategy to enhance comprehensive competition ability of the enterprise.AIG Group, as the leader of the Chinese seal industry, faces the bottleneck on development and can not develop for further under present model mainly because of old management mechanism and operation mechanism. Enterprise scale is small and the incentive mechanism is not sound, the marketing strategy can not succeed in the fierce market competition. AIG is lack of innovation spirit, backward management level, bad homogeneity competition environment, which made the competition ability poor and economic benefits low. In the face of the rapid development of science and technology and global economic integration which speed up the opportunities and challenges, it is critical to AIG Group’s survival and development. Based on the internal and external environment, combining with the characteristics of its organization, AIG should foster strengths and overcome weaknesses, which is suitable for their own long-term development of the marketing development strategy,In this paper, based on the principle of the school competition and marketing strategy analysis tools, we analyzed the present situation of the marketing development mode of AIG Group. First of all, we fully analyzed AIG Group which is now facing internal and external competition environment by PEST, SWOT and five Forces analysis. AIG Group should discover the advantages and disadvantages, according to the enterprise itself characteristic and the current status, find out the opportunities and challenges. Secondly, we found out the marketing problemsand the insufficiency existing in its marketing strategy. Then we searched for the various causes.We gave relevant marketing strategy for long-term stable development of the enterprise, such as the differentiation strategy and customization marketing strategy, and scientific and efficient STP marketing strategy. Finally, in order to ensure the implementation of marketing strategy, we suggested AIG Group should take a series of corresponding measures to achieve the marketing objectives, including brand building, sales management system, product technical support,personnel training, incentive mechanism and corporate control, etc. We hope that the overall economic benefits of AIG Group can reach a new level and we can provide some useful reference through this article the theory and case analysis.