Study On Marketing Strategy Of SY Company

With the development of the domestic real estate market and the promotion of urban and rural reconstruction,domestic aluminum production enterprises are facing good development opportunities,more and more aluminum production enterprises want to further seize the new market in China.With the entry of a large number of enterprises,the competition in the domestic market will become more and more intense.How can we enhance the competitiveness of aluminum production enterprises and improve sales performance in the fierce market competition?Focus on this main topic,this paper first introduces the research background,research questions,purpose and significance,as well as research methods and the framework of the paper,etc.Then summarizes the relevant concepts and theoretical review,learns the strategy theory studied in MBA such as PEST,STP and 4PS marketing mix and so on;in the rest of the description,briefly introduced SY company's operating status,analyzes lots of problems existing in domestic market,such as single products and No ODM products,high prices are not suitable for domestic market,lack effective communication channel,single promotion,unclear geographic segmentation and demographic segmentation,no behavioral segmentation and psychographic;then using the related theory and analysis tools,analyzes the macro environment of SY company and the industry competition environment,from the marketing strategy and marketing combination aspects,analyzes the causes for the various problems happened in SY company marketing management;in the suggestion part,for the problems and proposed causes,the corresponding countermeasures and suggestions are put forward to optimize SY company marketing strategy and maximize the company market share.On the basis of previous studies,this paper provides some tentative guidelines for the development strategy of China aluminum product manufacturer in the aspect of theory and practice.