Research On Marketing Strategy Of Coke Products Of Zhongrun Company

Since the reform and opening up for 40 years,China’s industrial production has made great progress,but the phenomenon of surplus is inevitable.In China,the management and marketing concept of most industrial enterprises is backward,and the concept of marketing based on production still exists,with serious homogenization,and the marketing concept is still at the level of pulling relations and running sales promotion.Most of the means of market competition are still price war and dilution of variable costs.The main product of Tangshan Zhongrun Coal Chemical Co.,Ltd.is coke.The production process of the whole coke industry is mature and stable,the product homogenization is serious and the production capacity is surplus.In addition,the marketing strategy of Tangshan Zhongrun Coal Chemical Co.,Ltd.itself has certain deficiencies,such as inaccurate product positioning,sales area positioning,customer type positioning,etc.,in recent years,the profits of the enterprise have been continuously compressed,and even once fell into a loss in some periods.This paper intends to solve the above problems.To Tangshan Zhongrun Coal Chemical Co.,Ltd.own products,services,personnel,image as the core of competition.Taking customer demand as the goal,customized production of customer cost-effective products,and establishing win-win cooperation mode between supply and demand sides.The specific process is to use PEST analysis method to analyze the macro environment,then use the five force model analysis method to analyze the industry environment and market,and finally analyze the internal environment of the enterprise.This paper analyzes the current situation of enterprise marketing strategy with 7PS analysis tool,and gives the improvement method,which has been verified in practice.Finally,the implementation measures and guarantee measures of marketing strategy optimization are put forward.In order to ensure that the marketing strategy can be implemented in place and achieve the desired results,we should set up the whole staff marketing system and quality management system from the organizational system,allocate qualified marketing personnel in human resources,and establish the performance evaluation system andtraining system.The implementation of the above strategies improves the profitability and viability of enterprises,hoping to provide reference for similar enterprises.