Research On The Marketing Strategy Of Asphalt In Shandong High-speed Materials Group

With the development of China's economy and the progress of urbanization,the road asphalt market has a huge demand space,and the highway has become an important symbol of the country's modernization level and economic strength.As a widely used structural cement material in bridge engineering,asphalt is anti-corrosion and waterproof,and the market demand is increasing.As the long-term benefits of asphalt pavement exceed cement concrete pavement,it becomes the first choice for highway pavement.China's asphalt market is distributed in such industries as road construction,airport construction,building waterproofing and water conservancy projects,among which road construction asphalt accounts for about 75% of total asphalt consumption,becoming The main field of asphalt consumption.Traditional marketing methods are difficult to adapt to the fierce market changes and increase in customer demand.Technological advances and information development directly affect the company's marketing strategy formulation and strategic choice.Therefore,companies need to constantly adapt to market demand,improve product competitiveness,update marketing concepts,establish a good supply and marketing network,in order to survive in the competition.This article takes Shandong High-speed Materials Group as the research object,and conducts research on the provincial marketing of its asphalt business.Firstly,the paper describes the company's basic situation and marketing status in detail,and then uses PEST,SWOT and other analytical methods to conduct a detailed analysis of the company's marketing environment.At the same time,it uses a questionnaire survey to conduct a customer satisfaction survey of the company's major customers.Finally,combining the analysis conclusions and investigation results,the company proposes the company's marketing strategy improvement suggestions and guarantee measures,which mainly include the integration of internal resources,the optimization of management framework and business processes,the promotion of incentive mechanism reform,and the establishment of personnel training mechanisms.It is hoped that the study of this paper can help companies improve their sales performance and profitability,and they also hope to have a good reference and reference value for similar companies.