| With the emerging biochemical industry gradually replacing the traditional chemical industry,in the national economy products,fermented products occupy a certain proportion,and play a significant role in the development of national economy.This has also led to the rapid development of China's fermentation equipment industry.With the increase of the demand for fermented products,the competition of the whole fermenter equipment industry is fierce gradually.In order to develop steadily in the market,fermenting equipment companies gradually put the adjustment on the marketing market at the core of the business.In this paper,Jiangsu SG biochemical fermentation equipment company as the research object(the following is called SG company),research and analysis of the company's marketing strategy and further optimize the marketing strategy analysis.Based on the related theory of marketing strategy management,this paper uses the STP theory to subdivide the target market of SG company,analyze the market selection,and find the market position accurately.In the analysis process,Potter five force model is used to analyze the competitive environment of SG company.SWOT analysis is used to analyze the strengths and weaknesses,opportunities and threats of the competition.Combined with the trend of the industry and the characteristics of the products,the company's existing marketing situation and strategies,including the problems exposed,are comprehensively sorted out.Finally,the marketing strategy is formulated and safeguards are made for marketing strategy.Through research,we believe that SG can achieve the optimization of SG's marketing strategy through product strategy,price strategy,channel strategy,promotion strategy and cost leadership strategy.At the same time,effective measures such as improving after-sales service,improving personnel's organization construction and establishing brand awareness of enterprises should be effective measures to ensure the implementation of marketing strategy optimization,so as to improve the viability and competitiveness of enterprises in the market. |
