Study On Marketing Strategy Of JP Company

SMEs’ role in the promotion of economic prosperity,employment and other aspects is becoming increasingly obvious,in the large-scale industrial trade,small and medium enterprises can also play its unique role in the formation of new economic development momentum.However,the first to survival and development of small and medium enterprises is to solve the marketing problem,no orders and nothing to be talked about.Small and medium enterprises can have access to sustainable development only through fostering strengths and circumventing weaknesses,innovating business model,with the target market strategy to do market segmentation,market selection and market positioning,combined with product strategy,price strategy,channel strategy,marketing strategy to do marketing work,to survive in large enterprises and meet the special demands of customers.SMEs have a strong penetration,flexibility,innovation,to meet demands of the community from a more subtle perspective,it is also a very valuable research topic for small and medium enterprises to do industrial marketing.This paper is based on the marketing of industrial products in small and medium-sized enterprises,to find the suitable industrial marketing strategy for small and medium-sized enterprises,through the JP company’s research of marketing strategy,to provide theoretical guidance and practical reference for the innovative small and medium enterprises to develop marketing strategy,to help SMEs find and solve the marketing problems,and promote the healthy development of small and medium enterprises.This paper uses the literature research method and the case analysis method,referring to the related theories and expositions of marketing,small and medium-sized enterprises,industrial product marketing,customer value,customer relationship and economic data,selecting JP company,which is engaged in industrial trade,as the research case.Through the theory and practice,the paper analyzes the external environment and internal environment of JP company,analyzes the JP company with SWOT model,and clarifies the marketing situation and existing problems of JP company,making JP company’s market segmentation,market selection and market positioning through the target market strategy,providing JP company’s targeted product strategy,price strategy,channel strategy,promotional strategy.In order to ensure the implementation of JP marketing strategy,we put forward the safeguard measures from the aspects of resource advantages,organizational structure,information management,financing channels,team building and corporate culture.This paper studies the marketing strategy of JP company,and points out that small and medium-sized enterprises are facing great development opportunities.The marketing of small and medium-sized enterprises should regard customer value as the center,with continuous innovation and good combination of product and market.The innovation of this paper is to select JP company as a case study,JP company is a small and medium-sized industrial products trading company,it is different from the industrial product manufacturing enterprises facing greater pressure to survive in the fierce competition in the market,there are also many opportunities of development.According to the study of JP company target market segmentation,targeting and positioning marketing strategy,combined with JP company’s strategies in the product,market,price,promotion,to further clarify the market positioning and strategy choice of JP company,this paper hopes to provide the reference for the healthy development of small and medium-sized industrial trade companies through the analysis of JP company implementing appropriate marketing strategies,demonstrating the company’s products and service ability,price advantage,value concept,corporate culture,improving the business model creatively,enhancing customer trust,increasing the viscosity of customers,meeting the customer demand,expanding the market share in the target market.Based on the research of JP’s marketing strategy,this paper hopes to bring reference to the marketing of industrial products in small and medium-sized enterprises,and promote the healthy development of industrial marketing of small and medium-sized enterprises,especially innovative small and medium-sized enterprises.