Research On Marketing Strategy Of Z Company In Aluminum Alloy Manufacturing Industry

Since China's economy entered the new normal,in order to vigorously respond to the call of "capacity reduction",non-ferrous metal smelting industry and other manufacturers that used to rely mainly on extensive production mode of resources and process low-value-added products began to no longer match the high requirements proposed by the new market.Under the pressure of survival and the desire of development,enterprises need to find new marketing strategies to get rid of the current predicament.The most fundamental way for the traditional manufacturing industry to maintain its vitality in the new market environment is to improve the existing industrial structure by relying on r&d investment,technological innovation and efficiency optimization.The most efficient method is to evaluate and integrate resources according to the existing technology level and formulate marketing strategies that fit the new environment.This paper takes Z company,an aluminum alloy material manufacturing company,as a case study to discuss how to formulate corresponding marketing strategies in the current market environment,so as to make full use of its own resource advantages and generate new opportunities for performance growth in the new market situation.Learning and back in the market marketing theory and related literature at home and abroad,this article first to the Z company's external environment are analyzed in detail,it is concluded that the Z company has a policy to support research and development investment,the needs of the downstream industry is growing rapidly,demand industry expanded opportunities,and not conducive to high energy consumption enterprises laws and regulations,the buyer bargaining power is strong,the threat of product homogeneity.Then,the internal environment of Z company is analyzed in detail.It has certain advantages in scientific and technological innovation ability and financial management.Organizational structure and human resource management.The next step is to analyze the marketing status of Z company and find that there are currently problems such as unclear target market,homogenization of products and inflexible pricing.Then,this paper uses the STP strategy to position the target market of Z company.After analyzing the market segments,it is determined that the target market is the market of alloy coated rod products in the communication industry.Then,combined with the 4P's marketing strategy,new product development strategy,product portfolio strategy,brand strategy and product strategy were developed for Z company.Price strategy focusing on accurate pricing of products;The channel strategy of strengthening the construction of direct selling channel and network channel;And improve the level of sales force and increase brand promotion and promotion strategy.Finally,the guarantee measures for the implementation of Z company's marketing strategy are proposed:organizational structure guarantee,human resources guarantee,and incentive policy guarantee.Through the research and analysis in this paper,the conclusion can be drawn to develop marketing strategies in line with the current situation of Z company,so as to promote the advantages and avoid the disadvantages and improve the performance growth rate more efficiently.At the same time,it can also provide important experience reference for the marketing strategy of aluminum alloy material industry.