Research On Marketing Strategy Of RZR Zibo Branch

RZR Company was founded in March 15,1995,is the first professional engaged in experiential training institutions,so far,is the most famous and most professional services to the corporate team,training institutions to assist enterprises of team growth.Zibo RZR company is a subsidiary of RZR Zibo subsidiary company,mainly for the majority of customers in the region to carry out enterprise team building training business to expand training as the core,since its inception,has with the Shandong University of Technology,Qilu Petrochemical,Zhangdian district government and many other well-known domestic and foreign enterprises,institutions and government formed a strategic cooperation a partnership in experiential training leading enterprises.In this paper,the inauguration of the Zibo RZR company as the research object,combined with the relevant theories of marketing knowledge,use during school in the use of tools,under the guidance of the instructor,using literature research,SWOT analysis and other methods of its comprehensive analysis,then develop new marketing strategies for the Company.This paper is divided into the following six parts: the first part introduces the background and significance of the research,and expounds the contents and methods of this research,research on the innovation of the refined and summarized;the second part of the thesis studies the related marketing theories and theoretical analysis tools are described,and the domestic and foreign study on the training status of business marketing strategy are summarized;the third part is the RZR Zibo branch marketing environment analysis.Analyze the basic situation of the Zibo RZR company;secondly,using PEST theory,to analyze the macro environment from policy,economy,technology and society;thirdly,the use of Potter's five forces model on the company's competitive environment analysis;finally,using the SWOT analysis,summed up the face of the company the internal and external environment from the advantages and disadvantages,opportunities and threats of four.The fourth part is the evaluation of the company's current marketing strategy.This paper introduces the company's current marketing strategy,and uses AHP and fuzzy evaluation method to analyze and find the problems of the current marketing strategy.The fifth part is the marketing strategy of RZR Zibo branch.On the basis of the company's STP analysis,formulate the corresponding marketing strategy combination.The sixth part is the marketing strategy of RZR Zibo branch.Based on the previous research,the paper puts forward the specific measures to establish the core enterprise culture of RZR Zibo branch,fine RZR Zibo branch organization structure,and enhance the human resource management level of RZR Zibo branch.Through this research,to develop new marketing strategies for the company to achieve new and greater development,help its further improve corporate governance,but also provide a useful reference for the development of other similar companies in the industry.