Research On Optimization Of Marketing Strategy Of JNDC Steel Structure Company

Marketing strategy is the key for modern enterprises to maintain competitive advantage in the fierce market competition.How to optimize the marketing strategy of enterprises is related to the management effect of enterprises.In recent years,the steel structure industry has entered a period of rapid development.In order to survive,nearly 30,000 small and medium-sized enterprises with an annual output of less than 50,000 tons compete fiercely,and large iron and steel enterprises with overcapacity in the upstream extend to the steel structure industry one after another,further aggravating the market competition.As a result of the rush,the profit growth rate of steel structure enterprises has been narrowing,and the average profit margin has dropped to about 3.5% from about 5% in 2005.The research object of this paper,JNDC Steel structure Company,as the first enterprise in Shandong Province to be selected as the pilot project of housing construction general contract,has laid a certain foundation for industry competition in the process of promoting the transformation and upgrading of the steel structure industry,but there are also some problems in operation and management,especially in marketing strategy,resulting in a sharp decline in business income and net profit in 2018 compared with17 years.How to optimize the company's marketing strategy,seize the market opportunity of the country to develop prefabricated steel structure buildings,and at the same time realize the turnaround of operating income and net profit is an important problem in the operation and management of JNDC Steel structure Company.Based on the 4P marketing strategy combination,STP strategy and other relevant theories,this paper first analyzes the company's current marketing strategy and operation status quo,and USES the methods of field investigation and interview to conclude that the main problems are the adverse choice of the target market,the weak marketing management and the decline of the sales net profit.Then,the macro environment and industry environment that JNDC company faces in marketing are comprehensively analyzed with PEST,porter's five forces model and other analysis tools,and it is concluded that the external politics,economy,technology,society and industry environment that the products face are conductive to the development of a large steel structure enterprises.After analyzing the internal environment of JNDC steel structure company,it is concluded that JNDC has disadvantages such as strength,high technical level,unreasonable product structure and weak marketing management.Then,AHP method was used to construct internal and external factor evaluation matrix for quantitative analysis,and it was concluded that the company's advantages of a large scale and high technical level were beneficial to its success under the background of rapid growth of steel structure market demand and strong support from national policies.According to the actual situation of the company combinedwith the SWOT analysis model and STP target market strategy theory,this paper proposes that JNDC should seize the market opportunity brought by the "new epidemic" to develop the hospital isolation ward renovation and expansion business.In the long run,the target market should be repositioned,product structure should be adjusted,JNDC'S marketing strategy optimization plan should be implemented around the four dimensions of product,price,channel and promotion,and guarantee measures should be designed from the aspects of system,organization and personnel.Finally,under the background of strongly supporting prefabricated buildings by national policies,the core of the marketing strategy optimization of JNDC steel structure co.,ltd.is to develop the prefabricated steel structure housing business and turn the marketing focus from international to domestic.