| Metal material surface engineering is an important field of material science,which has developed rapidly in the last twenty years.Many traditional surface treatment processes have been innovated and many metal surface processing methods have been invented.The application of surface technology in industry has greatly improved the efficiency and speed of development of manufacturing industry and brought huge economic benefits to the country and society.The development of the manufacturing industry is inseparable from the cutting tool,cutting tool has become a very key factor of the high manufacturing technology level,the requirements of machining are increasing,high speed,high precision,high efficiency,intelligent application and environmental protection have become the main goals and requirements of modern machining.And the performance level of the processed material is also constantly improved,more and more high strength,high toughness,difficult to process and other materials emerge in an endless stream.Tool coating as an advanced surface treatment process,combined with tool technology and materials,can greatly improve the performance of the tool,to meet the increasing needs of the manufacturing industry,become the current tool manufacturing process is not available.Headquartered in Zurich,Ionbond located in 40 coating centers in 18 countries with an annual sales volume of nearly 1.4 billion RMB,ranking the second in the global industry.Ionbond has four companies in China: Wuxi(headquarters in China),Kunshan,Guangzhou and Chengdu.Currently,our main business is auto parts(51%),molds(22%),cutters(22%),medical devices(4%)and others.First of all,this paper describes the current business situation of Ionbond(guangzhou),introduces the current marketing situation of the company's cutting tool coating in the south China market,and puts forward the current marketing problems,in line with the goal of solving the current marketing problems,this paper begins the research.Next to the south China market made a detailed analysis of macro and micro market,forecasts the development and trend of the market,and then through the SWOT detailed list the company advantages,risks,opportunities and weak,focusing(IEF)listed company's internal factors and external factors evaluation matrix(EEF),so clarifying the company facing the internal strengths and weaknesses,external risks and opportunities,the company made a basic bedding for appropriate marketing strategies.Thirdly,through the classic marketing STP method,the company in the south China market segmentation,target market selection,market positioning of the three aspects of a detailed discussion.For example,for the combination of products,the layout of the three grades of high,medium and low,the current market of products in each application field and the selection of different classes of clients,as well as the pricing strategy of different tool product series,a comprehensive set of feasible strategies can be formulated.Developed marketing strategies in line with their own,so that the company's products can enter the consumer's purchase list and test list as soon as possible.Finally,in order to solve the current marketing problems and achieve the success of the marketing strategy,we need corresponding guarantee measures at the same time.The thesis makes a guarantee implementation plan from the aspects of marketing system,performance evaluation,personnel training,preparation of technical platform and so on.Ensure that the product starts with the marketing strategy,and is eventually rewarded through r&d,testing,production,and after-sales service,and then helps to develop new marketing strategies.This paper summarizes and analyzes the cutter coating industry in the south China market.These data are the most complete data in the industry that can be seen in the region at present,filling the data gap in this market,which is a very useful information for the current coating industry and a good reference for the development of the cutting tool industry. |
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