Research On Marketing Strategy Of Fluid Power Products For Dalian Jierui Company

The enterprise is facing the increasingly fierce market competition with industrial modernization. In the global market, enterprise will face the bottleneck of the growth rate after the high speed development period. Dalian Jierui Company is a private industrial enterprise which is under the background. The thesis is based on the background of the development of Dalian Jierui Company, studies the development strategy of the enterprise, makes the comprehensive marketing strategy, tries to provide practical reference for the development of domestic industrial enterprises.The thesis is introduces the research background and writing ideas, clear through the analysis and research on the status of the company, marketing strategy, the internal and external environment, to explore the success of Dalian Jierui Company to carry out marketing. This chapter reviews the related theory and methods of marketing, and marketing theory will provide a theoretical basis for comprehensive empirical analysis, PEST analysis, SWOT analysis, Potter five forces model, 4Ps marketing and STP theory and all related theory, provide strong theoretical support Dalian Jierui Company to develop market research and marketing strategy.Chapter two summarizes the basic situation of Dalian Jierui Company, introduced fluid power products, on the basis of study on the status of the company’s marketing, analyzes the enterprise facing the target market, marketing strategy, marketing, new product development, regional market development and other aspects of the problem. This chapter introduces the basic situation of enterprises, and pointed out why the study of enterprise marketing strategy, laid the foundation for future discussion.Chapter three analyzes the macro environment and competitive environment of the company, at the same time, the company has carried out the SWOT analysis. This chapter takes Dalian Jierui Company as the research object, first of all, according to the marketing theory, the company’s political, economic, social and technological environment of the macro environment is analyzed; secondly, the research on the competitive environment of enterprises by using Potter’s five forces model; thirdly, an analysis of the advantages and disadvantages the enterprise, the opportunities and threats of the use of SWOT.Chapter four defines the target market segmentation strategy, establishes the marketing strategy of the enterprise, and puts forward the guarantee for the implementation of the strategy. At the end of the paper, on the basis of the market segmentation, the company’s target market, combined with 4Ps marketing theory, has been established to develop a marketing strategy for the enterprise. The data used in this paper is the research on the marketing of industrial products, using the reasonable research methods, the original information is extracted, and the feasible enterprise marketing strategy is put forward.