Marketing Strategy Research Of Bincheng Rubber Co.Ltd.

Bincheng Rubber Co.Ltd.was founded in the beginning of last century and developed very well,but in recent years,Bincheng rubber Limited company's development steps stopped.The company isunder the pressure of various aspects,including the depression of the industry,the increasingly fierce competition,and the decline of the financial health of the company in recent years.In case to continue developing,the company needs to change its marketing strategy.In the case of Bincheng Rubber Co.Ltd.,we study the relevant contents of the marketing plan,including:(1)through the analysis of the existing marketing case of Bincheng rubber company,combined with the status quo of the rubber industry at home and abroad,we analysis the problems of marketing case.Problems include: missed the good timing of product upgrades,weak brand awareness,uncompetitive price,sales channels are single and sales means are backward.(2)using the SWOT to analyze the marketing strategy.At the same time,using the PEST analysis model and the Potter five forces model as auxiliary further analyzes the internal and external environment.Obtain a simple and intuitive SWOT matrix.Finally,comprehensive analysis the advantages and disadvantages,opportunities and threats of the company's marketing model.(3)through the analysis of the adjustment scheme of marketing strategy of the company.The direction of adjustment is divided into four main parts.Products need to strengthen technological innovation and new product research and development,as well as the improvement of the brand.The price should be transferred from the traditional cost oriented pricing approach to the competition oriented pricing method to meet the current complex market competition.On the channel side,as much as possible to expand sales channels,including bidding and online sales,as long as the existing sales network and sales staff are standardized.Sales promotion,according to different target customers,adopt different promotion means.At the same time,it is necessary to strengthen the training of sales staff and optimize the salary management system to motivate employees.Finally,puts forward the marketing strategy of security procedures and implementation of safeguard measures,including the construction of the target market customer resource database,communication,and target customers to strengthen the partnership between enterprises and customers and to strengthen the construction of enterprise culture etc.Through the analysis of marketing plan,combining with modern marketing theory and enterprise practice,the marketing proposal of adapting to bincheng company is introduced.