Research On Marketing Strategy Of ZH Asphalt Company

Asphalt industry in China has experienced a process from scratch:from the very beginning of a serious backwardness,dependence on imports,and now it has become more mature and stable development.The development of asphalt industry in our country is closely related to the development of the highway in our country.On the one hand,asphalt is the main raw material of the road.The quantity of the asphalt directly determines the quantity of the raw materials stored in the highway,which determines the speed of the highway.The quality of the highway directly determines the quality of the highway.Asphalt is crucial for road development.Asphalt is a non-metallic mineral products,is an important branch of China's petrochemical industry.Asphalt business development of China's petrochemical industry will play a significant contribution.This paper first describes the background,purpose and significance of the research,domestic and foreign research status and research ideas and methods,and elaborated the definition of marketing strategy,characteristics,combinatorial theory and three marketing environmental analysis based on the elaboration of the asphalt Then,based on the theory,this paper analyzes the current situation and existing problems of the company's marketing strategy from the basic situation of ZH Asphalt Company.Secondly,using the PEST analysis,Porter's five forces model,SWOT to analyze the macroscopic micro-marketing environment of ZH Asphalt Company;further to market the market segmentation and market orientation of ZH Asphalt Company,improve the existing company's marketing combination strategy;finally,propose the safeguard measures for implementing the marketing mix strategy of ZH Asphalt Company.