| From the perspective of a person in charge of an entrepreneurship company(WL),this paper uses the theories and methods of strategic management and integrated marketing,combines the relevant research literature and achievements of the predecessors,uses the tools of economics and management,such as SWOT,PEST,etc.,to make qualitative and quantitative analysis,summarizes and summarizes,thus forming a business promotion plan.The research object of this paper is an independent research and development of Microlubrication technology and products business enterprise.Micro-lubrication project is a project with the theme of micro-lubrication.Micro-lubrication is the abbreviation of Micro-lubrication cutting system,including micro-lubricant and Micro-lubrication device.From the development history of metal processing cooling media at home and abroad,to the new requirements of lubricating cooling media in international metal processing,to the trend of environmental protection,long life and fine processing,and to the current situation of seriously polluted and wasted metal processing lubricating cooling media in China,the author summarizes the research significance of micro-lubricating cutting system: conforming to the top design of China The trend of green manufacturing in Making 2025 has contributed to the everlasting green mountains and waters of our generation.To this end,we have chosen a Micro-lubrication project which we believe can represent the future 10 years of machine processing industry,metal cooling and lubrication mode,and formulated a reasonable commercial marketing strategy for this project.Firstly,PEST model is used to analyze the opportunities and challenges brought by the changes of the macro-marketing environment of the company.Emphasis is laid on the investigation and analysis of the current situation and existing problems of the industry,the market capacity and trend of the industry are studied,and Porter’s five forces are used to determine the strategy of microlubrication.Then we use SWOT analysis tools to capture and identify the strengths,weaknesses,opportunities and threats of enterprises.Through the analysis of the product and technical characteristics of Micro-lubrication project,combined with the reference literature and empirical case studies,it is concluded that the diversified business planning scheme of Micro-lubrication project is suitable for the use of integrated marketing theory.Then,on the basis of market segmentation and market positioning,the business model of Micro-lubrication project is defined,and the target market and key customers are determined: the advanced manufacturing users in Beijing,Tianjin and Hebei are selected as the main target market.At the same time,the key direct sales customers of machinery manufacturing with sales of more than 100 million yuan and OEM customers as the key customers of the company will be identified as key distributors with planned channels for the development of Micro-lubrication projects.And three kinds of customers use the theory of integrated marketing to carry out strategic and tactical marketing planning,focusing on the competitive strategy,technology marketing strategy,relationship marketing strategy.Finally,using the method of quantitative and qualitative analysis,the profit statement and balance sheet for a period of time are made.The report explores the relationship and application of various business elements of the company.The conclusion of this paper is that the Micro-lubrication project is worth popularizing,and the theory,method and cost-benefit budget of the project promotion are given.The whole commercial planning scheme is the specific application of integrated marketing of industrial products.I hope the research results will have some reference value for other industrial products production and marketing companies,as well as the promotion of high and new technology,to formulate the commercial planning scheme. |
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