WYS Company Marketing Strategy Design

With China's economic development has entered a new norm,aerated concrete industry from a period of rapid growth to stable and mature period,has.undergone profound changes in the marketing environment,as long as the investment profitable era has become the past,the market product homogeneity,the manufacturers price war,advertising war,brand warfare,public relations war wave after another,but the enterprise performance has stagnated,efficiency is getting worse,managers need a systematic and comprehensive marketing strategy to help enterprises win in the fierce competition in the market,and continue to develop.The domestic and foreign scholars have little research on the marketing strategy of the aerated concrete industry,especially in the new period.In this paper,through in-depth study of the industry,taking WYS company as an example to make a design of marketing strategy for aerated concrete enterprises,design the marketing strategy of domestic aerated concrete industry more than 1 thousand enterprises will have a little help,will also have a certain reference value for other industries and enterprises in the marketing work.This paper first introduces the related marketing theories,summarizes the characteristics of industrial marketing,reviewed the domestic and foreign research on marketing situation,using PEST model to study the macro marketing environment of aerated concrete industry,policies and regulations to encourage the development of aerated concrete industry,the economic situation has affected the aerated concrete industry entered a stable period,social philosophy is a recognition of the aerated concrete building materials as the mainstream status,technological progress not only opens up a new growth point of the industry and accelerate the elimination of existing products.Using five forces model of micro marketing environment of aerated concrete industry was studied,the bargaining power of suppliers is still weak,the bargaining power of customers is increasing,and the potential entrants threat of substitutes is not between existing competitors,industry competition is more intense.Through the market segmentation and target market selection,the WYS company product market positioning,aerated concrete equipment:to help customers achieve investment success of aerated concrete production line project;aerated concrete product quality:with the domestic first-class brand,the price has obvious advantages,as the famous wall material area.Based on market positioning,develop 4P marketing combination strategy of WYS company's products,in the field of aerated concrete equipment,product strategy to provide potential products for the optimization and extension products,the introduction of high,medium and low-end product portfolio,high-end equipment to the mature stage,and the development of the fourth generation equipment;pricing strategies for different customers according to the implementation of the difference pricing;direct marketing channel strategy,promotion strategy for the agent as a supplement;the traditional marketing and internet promotion and use,and establish a benchmark for customers and engineering performance information base.In the field of aerated concrete products,product strategy to further improve the quality of high-end products,combination of the introduction of image products,margin products and scale of products,the profit of product to maturity,the absorption of foreign technology,the development of new products;pricing strategy for products using Fluctuate in line with market conditions method of ordinary aerated concrete,high precision and low density of aerated concrete products set a low price aerated concrete plate,the cost plus method;channel strategy for distributors and direct customers combined;the main promotion is the Internet promotion and customers to create a benchmark.In order to ensure the effective implementation of marketing strategy,design the marketing organization,and according to the marketing plan to determine the responsibilities of departments;safeguard measures in three aspects of quality,delivery,cost of products;from 4 aspects of customer information management,customer management,customer loyalty cultivation and expounds how to customers improve customer relationship management is to do service for customer service;finally,proposed improvement ideas in 4 aspects.This paper designs the marketing strategy of WYS company,with the theories of marketing management and analysis tools for enterprise marketing work has practical significance,but also has a certain value for the validation and development of marketing theory.