Research On Product Marketing Strategy Of ZTBJ Corporation

Since the reform and opening-up,China has sustained a rapid economic growth,with a continuous development in manufacturing industry.This led to the large amount of market demand for manufacturing facilities,including various non-standard equipment.In the face of huge development opportunities and huge market space,all the small and medium-sized manufacturing enterprises need to solve the problem of how to carry out accurate market positioning,how to enhance the competitiveness of their products and competitive advantages of the enterprises,and eventually how to develop a marketing strategy that fits the development direction.This research is a case study of ZTBJ company,a local medium-sized manufacturing firm in Beijing,providing an analysis of its marketing strategies and suggestions for improvements.Firstly,the external environment of ZTBJ company,including the current market circumstance of China’s machinery manufacturing industry,and the internal conditions of the company are described.Using SWOT analysis method,the strength,weakness,opportunity and threat of the company in the competition of machinery manufacturing market are obtained,based on which,it is proposed that the company should adopt the combination of WO strategy in future marketing.Based on the STP strategy analysis on the market segmentation,target market selection,and market positioning process of ZTBJ company,the company should pursue a corporate image of "reliable supplier of high quality and low cost".Finally,according to previous analysis and the 4R theory,the paper puts forward some specific marketing strategy suggestions,such as paying attention to supply chain and customer relationship,strengthening service consciousness,and building brand management policies.It also provides detailed strategies for the marketing of the company’s three main types of products:steel products,construction and railway ancillary products.Sustainable development of enterprises must rely on good marketing processes.The core of enterprise marketing strategy research is adjusting the marketing strategies of an enterprise to adapt to the changing market environment,based on analysis of its business situation and current marketing strategies.The case study of ZTBJ company not only is of theoretical and practical significance for the marketing strategy of itself,but also provides some references for other small and medium-sized manufacturing enterprises.