The Research On Marketing Strategies Of AACI

Since 2015,global economy has declined and deflation has appeared.While developed countries’ economy recovers very slowly,emerging economies’ development suffered heavy losses.Global commodity prices have plunged,and industrial production has weakened,therefore domestic and international market demand is obviously insufficient.As oil and gas prices fell sharply,metallurgical and steel industry comprehensively shrink,the chemical industry and coal industry adopt increasingly stringent environmental emission standards,the situation of control valve industry has been even more difficult and severe,and production and sales growth have declined significantly.In the environment like this,how to tap the potential market,and how to do the market positioning,are important issues for control valve enterprise to survive and to develop.Anshan Automatic Control Instruments is a professional manufacturing company to produce industrial automatic instrument and meter.After years of development,it has become one of the most competitive enterprises in domestic control valve industry.Facing the economic downturn and challenge of both international and domestic market,an up-to-date marketing mind and appropriate marketing strategies appear increasingly important for AACI to improve its competitive ability and to achieve a sustainable development.Based on the fundamental theories,this paper aims to explore the marketing strategies of Anshan Automatic Control.First of all,we discuss the existing problems in the marketing department of AACI.Secondly,we analyze the company’s external environment and industrial competition environment.Thirdly,we use a SWOT approach to analyze the strengths and weaknesses of the enterprise,and make matches with the opportunities and threats.And then,based on the environment analysis and competitiveness analysis,we determine the targeting market selection and positioning.Finally,aiming at the problems of the out-dating marketing ideas and marketing management system,a low efficiency marketing channel,and the unreasonable motivation for sales staffs,we customize the marketing strategies in terms of product,price,channel and promotion for AACI to rebuild the marketing system and improve its competitive capacity.This paper aims to provide suggestion on marketing strategies for Anshan Automatic Control Instrument.The conclusions expand the marketing choices of the company.By using marketing resource integration and targeting marketing strategies,we help AACI form its own marketing system and achieve differential competitive advantages in the market.This paper applies western marketing theories and analytic tools in a Chinese context.It expands the application boundary of the theory,and enriches the theoretical research results.The conclusions of this study will provide both an analytic framework and practical suggestions on marketing management for other control valve enterprises in China.