The Research About Marketing Strategy On Civil Explosive Product In Yl Company Of Zhejiang

With the growth of global economy and the rapid development of China's market economy,the competitive environment of enterprises tend to be more complicated and more changeable,and the competition between enterprises is becoming more and more fierce.So for enterprises,how to innovate the marketing strategy of enterprises in the new situation will be an important research topic.While Civil explosive industry plays a very important role in China's economy,the healthy development of the industrial enterprise plays an important role in promoting economic development.As China's economy has entered a new normal,the market has undergone tremendous change,a continued decline in market demand,on the other hand,industry overcapacity.This has brought great challenges to the healthy development of the industry.And through the analysis of the 2015 about operation situation of civil explosive industry economic in our country,under the effect of the macro-environment,for example the slowdown of China's economic,the accelerate adjustment of structure,and three superimposed effect and other multiple factors,we find that the demand for civil explosive is decreased,production capacity is insufficient,explosive market competition is becoming increasingly fierce.Explosive production enterprises face multiple difficulties superimposed: the cliff fell sharply of production and sales;the slump of the pruduct price because of "two open" policies;the extremely onerous task of the transformation for technological production line;the pressure of personnel shunt placement;the slowdown for the whole industry may be a norm.Meanwhile,the industrial explosive enterprise has its particularity and the market access mechanism,in recent years,the competition of industrial explosive enterprise market is increasingly fierce,doing well in the marketing work of the industrial explosive production,improving the market competitiveness of the enterprises of industrial explosive production are the basis to guarantee the industrial explosive production and economic efficiency of the enterprises.Then facing the transition period of economic and the release of explosive goods prices,civil explosive enterprises really need to calm down,think carefully and make rational judgment.Under the harsh market environment conditions,How to make the fit and realistic product marketing strategy to enhance core competitiveness,through price control to eliminate some poor management with high production cost,no core competitiveness of small enterprises,and to development and expansion their own enterprises has extremely important strategic value and significance.This paper is supported by some classical theory in enterprise management,comprehensively analised Zhejiang YL civilian blasting equipment Co.,Ltd.,looking for the development strategy for civil explosive industry under the new economic environment.This article first to the main point of the marketing theory and the conclusion has carried on the simple combing;Second,the situation of YL company are introduced,analyzed the YL company's marketing present situation and problems of marketing management,further SWOT model to simulate the YL company internal and external environment analysis and marketing advantages and disadvantages analysis,and combined with "much starker choices-and graver consequences-in" explosive industry development planning,to analyze the overall development of the company's future marketing strategy and ensure these strategies to effective implementation of specific measures;Finally,on how to improve the ability of marketing to expand the enterprise market sales and recommended measures such as construction of enterprise culture and so on,to ensure the company's sustained,rapid and healthy development.This study scheme proposed the new concept of integrated marketing.The planning of industrial explosive product from the perspective of marketing thinking,develop the integrated marketing research.Conducting marketing research for planning products provide realistic reference value and theoretical significance.