Research On Marketing Strategy Of S Company

As a medium to connect metal,welding materials are widely used in various manufacturing enterprises.With the development of China’s manufacturing industry and the gradual promotion of industry 4.0,the domestic welding market is facing new opportunities and challenges.Since 2018,the environmental protection wave has brought about a sharp increase in the production cost of welding materials,and the uncertainty of the trade war between China and the United States has led to a severe blow to the consumption market of welding materials.Facing the double blow of increasing economic downward pressure and increasingly fierce competition in the same industry,S company suffered the negative growth of product sales for the first time in 2018.In order to occupy an advantageous position in the highly competitive welding material industry and seek sustainable development,S company must re-examine the current marketing deficiencies and find effective marketing methods.First of all,by studying the literature and referring to the advanced concepts of marketing theories at home and abroad,especially the theory of industrial product marketing,and combining the special research on welding material industry,this paper forms theoretical basis.By referring to the current business situation of S company and using the 4Ps marketing mix model,the problems faced by S company,such as unclear market positioning,lack of brand building ability,backward pricing mechanism and limited sales channels,are identified.Using PEST model to analyze that S company is in a stable macro market environment,and using porter’s five forces model to analyze threats such as fierce competition and strong bargaining power of consumers.Through the establishment of SWOT analysis matrix,it is concluded that the advantages of S company are mainly reflected in stable customer relations,complete product categories and OEM quality and low price.Disadvantages are mainly reflected in the brand awareness is not high and the staff incentive mechanism is not sound.Secondly,the STP strategic analysis model is adopted to carry out market segmentation,and east and central China are selected as the main target market to cultivate dealers and large end users.According to the 4Ps marketing mix theory,formulate alienated product strategy,demand-oriented and competition-oriented price strategy,direct and indirect channel strategy,and a variety of promotional strategies.In order to make the new marketing strategy be carried out smoothly,this paper alsomakes an in-depth study on the implementation of safeguard measures,and puts forward three specific safeguard measures: optimizing the marketing organizational structure,strengthening the marketing control and improving the performance evaluation method.Finally,there are still many deficiencies in this study.Due to the limited time and energy,the new marketing strategy did not make a detailed distinction between the dual identities of S company’s dealers and brand owners.This work will be completed in the follow-up research.In addition,the research results of this paper are only based on the current information that can be collected,which has a certain timeliness.If new problems arise in the implementation of the marketing strategy developed this time,S company should also adopt flexible countermeasures.