Research On Marketing Strategy Optimization Of Nanchang LX Company

It's a decisive period for comprehensively securing the victory of a well-off society during the 13 th Five-Year Development Plan period.Transportation industry's development supports the continuous growth of GDP,especially infrastructure.Highway construction meets the needs of national development.Engineering supervision enterprises grow along with the trend.The supervision company is an important participant in the engineering field.Since the establishment of supervision system in China,the management requirements of supervision industry are very high.The supervision enterprises were all state-owned in the beginning.Promote the country's infrastructure development.With the deepening of reform and opening up.Monopolies aren't allowed in market economies.Supervision institutions will face the institutional reform in our country.Most business organizations need to sort out their jobs and functions,these must be separated from government administration and enterprise management.Transitional supervision companies are into the reform period.In this context,the private enterprises had already adapt to the order of the market,marketing will become the focus of study and work.How the state-own companies to take the own original advantage,and meet the demand of customization in the new era.Marketing needs to be well prepared.Nanchang LX company is a class A company of transportation engineering supervision in Jiangxi province.The main market is the national,provincial and rural highway in Nanchang.The project types mainly involve the reconstruction,expansion and maintenance of highway and bridges in Nanchang City.To supervise the quality,progress,investment,safety and environmental protection of the highway construction.The service has won the acceptance of traffic administrators.Nanchang LX company has certain advantages in the market.However,how to operate and maintain the continuous appreciation of state-owned assets after the reform.This paper takes Nanchang LX company as the research object.To use PEST analysis method to discuss in detail whether the current macro environment is conducive to the company's marketing.The competitive and substitution in different industries are analyzed through the Five ForcesModel.Then,SWOT method is used to know the strengths and weaknesses,opportunities and risks of the company.To find out the main problems and causes in marketing.Through research and analysis,it is found that Nanchang LX company has problems in bidding documents,capital turnover,supervision service and brand building.Finally the paper was based on 4A marketing mix theory,set standards of bidding document,strengthen the financial management,improve business management,establish brand awareness,suit the remedy to the case will solve the problem of Nanchang LX company marketing,help company to improve marketing activities,optimize the marketing strategies,improve customer acquisition,to win more market space.