Research On Marketing Strategy Of HY Company

Over the past two decades,the glass market in China has developed rapidly and the prospects are unprecedented.At present,the number of cars in China has reached more than 200 million,and continues to grow at a rate of more than 10% each year.In particular,new energy electric vehicles,driverless vehicles and other environmentally friendly vehicles are in the rapid development period has also brought about a better situation in the production and sales of automotive safety glass and the overall upgrading and development of the automotive safety glass industry.At present,with the continuous rise of e-commerce marketing and the fierce competition in the glass manufacturing industry,how can enterprises become safe glass manufacturing through the continuous innovation of various new products and new marketing models on the basis of their existing marketing advantages? More and more important courses are needed for companies.Through continuous exploration in the safety glass manufacturing industry for many years,HY has formed a relatively mature existing marketing model,adding momentum to the rapid development of the company.However,how to continue to maintain a leading edge in the ever-changing market environment and fierce competition in the industry,and further enhance the marketing strategy and brand influence become the key to future development.Based on the relevant theories of marketing,this article starts with the development status of HY companies and applies the PEST method,Porter's five force model,SWOT matrix analysis method to the HY company's macro environment factors,industry environment factors,and the internal organization of the company.Environmental factors are analyzed.On this basis,the problems existing in the marketing model of the company,for example,lack of innovation in products,lack of price competitiveness,relatively simple marketing methods,and more traditional propaganda and promotion ideas and so on.At the same time,the reasons for the formation are identified,and then the protections for the organization,funds,systems,technology,personnel,and culture that are required for the countermeasures and the realization of the strategies are fully and systematically proposed.On the one hand,the purpose of this paper is to help companies optimize their product mix to the greatest extent,broaden their sales channels,consolidate their competitive advantages in the market,and form a stronger long-term sustainable competitiveness for HY,effectively boosting the short,medium and long-term The realization of the goal via highlighting and launching star products;increase investment in science and technology to expand product advantages;conduct market segmentation and optimize pricing strategies;amplify alternative elements and reduce price effects;and seize the “Internet Plus” opportunity to expand overseas channels.Integrate marketing models to create advantage channels;explore new ways to enrich marketing strategies;change the way of thinking and discover more possibilities and so on;on the other hand,this article also hopes that through HY's case study and analysis,it can provide a relevant reference for traditional manufacturing enterprises facing similar situations with practical value.