Marketing Strategy Improvement Research For J Company

With the rapid development of science and technology,the modified plastic industry in China has initially realized specialization and scale during the "11th Five-Year" period.In the period of "12th Five-Year",the plastic industry has realized its functionalization and fine quality;now it is entering the "13th Five-Year",and the plastic industry will be lightweight and ecological.Intelligent marching.After 17 years of development,J company has made great achievements in various aspects,such as organizational culture,production and marketing.However,with the constant changes in the external macro environment,the competition environment and customer needs,there are many opportunities and threats to be taken into consideration.It also needs to carry out self analysis to find its own advantages and disadvantages,and rethink the market segmentation and target market selection and enterprise positioning of J company,so as to reexamine the marketing mix strategy of the enterprise and formulate corresponding strategies to optimize the marketing management of J company.This paper applies the relevant theoretical knowledge of marketing management,by using SWOT,PEST and five force model,and combs the opportunities and threats faced by Jcompany,as well as its advantages and disadvantages,and finally chooses the SO strategy.After reassessing the company's subdivision and target market selection,combined with the current situation of the J company's marketing management,through interviews with the J company sales staff,a questionnaire was compiled to investigate the corresponding product service strategy,price strategy,channel strategy and promotion strategy.After collecting 152 valid questionnaires,through analysising the data,we found that the existing problems of J company's marketing mix strategy mainly include product renewal,after-sale service complaining,price perception rationality and so on.The thesis combines the J company strategy to formulate the corresponding optimization strategy for the marketing mix strategy.The conclusion of this paper can provide guidance for the future marketing strategy development of J company and the optimization of product service,price,channel and promotion strategy.It also hopes to provide reference for the development and marketing management of other modified plastic enterprises.