| As the main equipment of energy conversion,industrial steam turbines play an indispensable role in our economic life.With the rapid development of the national energy industry and chemical industry,China’s demand for industrial steam turbines is also increasing.This will bring huge market opportunities and development space to many industrial steam turbine manufacturers in China,which is beneficial to the rapid development of the local industry steam turbine industry.At the same time,the huge market space and demand attract a large number of enterprises at home and abroad to seize the Chinese market,which intensifies the competition between the production enterprises of the industrial turbine industry,reduces the profit of the products,and makes the business environment of the enterprises deteriorating.As the largest enterprise whose aim is to provide design,manufacturing,production and service in China,HQ company is facing and needs to solve the problem of how to formulate corresponding marketing strategies in such a competitive market so as to better promote the survival and development of enterprises.This paper will introduce the background and significance of the research in detail with the guidance of marketing theory,give a detailed description of the market status of the industrial steam turbine industry in China,and point out the scientificity and necessity of formulating the marketing strategy of HQ company.Second,it analyzed the internal environment,macro environment and competitors of HQ company,describing the key factors affecting the formulation of market strategy in detail,and using the SWOT theory to find out the advantages,disadvantages,opportunities and threats of HQ company.Third,this article subdivides the market area in which it is located,determines the choice of the target market and positions the target market.Finally,starting from the theory and combining with the actual situation of enterprises,I use 4P marketing strategy theory to formulate an enterprise marketing strategy with its own characteristics.We believe that through the establishment and implementation of the marketing strategy of HQ company,we can help this enterprise to get out of the existing marketing difficulties and contribute their indelible strength in this field.The purpose of this study is to solve the marketing problems of HQ company at present,and provide reference for the formulation and implementation of its marketing strategy,so as to improve its current marketing status.The improvement of the overall level of the industrial steam turbine marketing team will greatly promote the progress and development,consolidate the market share,and get a better space for survival and development in the relatively fierce market competition.Finally,I hope that the research results of this paper will have a positive impact on the related industries in the field of steam turbine,so as to improve the overall marketing level of the steam turbine industry in China. |
