Study On The Marketing Strategy Of Refractory Raw Materials Products Of SY Co.,Ltd.

Refractory is an important basic material for manufacturing steel,cement,glass,nonferrous metal and other industrial equipment.In 2019,the output of refractory products in China has reached 24.31 million tons.With the development of high-temperature industries such as iron and steel industry,a series of major technological changes have been realized in refractories,which are gradually changing from the traditional way of relying on natural raw materials and mass production to the way of multi variety,small batch and artificial raw materials.Aluminum and aluminum alloy are the most widely used nonferrous metal materials in industry.However,with the development of aluminum industry,the amount of solid wastes such as ash and slag is also increasing.Some large aluminum alloy leading enterprises have actively explored and studied the solid waste produced,and realized that it is a feasible utilization direction to make the solid waste into refractory materials,which has been widely recognized by the aluminum alloy industry.As aluminum alloy enterprises are unfamiliar with the market environment of refractory raw material industry,they are seriously lack of experience in formulating marketing strategies for such products.Therefore,this paper studies the products of SY Company(refractory raw material enterprise)newly established by LZ group(aluminum alloy leading group)to understand and analyze.This paper studies how to formulate feasible and effective marketing strategies under this background,so as to lay a good marketing foundation for the company’s start-up,production and operation.Through PEST analysis,this paper summarizes the political,economic,social and technological environment of the research object,and understands that the domestic environment is suitable for and supports the development of refractory industry.The State encourages industrial structure reform,actively promotes industrial upgrading,and pays special attention to environmental protection and comprehensive utilization of renewable resources.Based on Porter’s five forces model,this paper makes a brief analysis of the competitive environment in the industry.Although SY Company has stable suppliers,it is in a relatively inferior position when negotiating with customers.Although it has the background conditions of large enterprises,as a new entrant in the refractory industry,it is also facing serious threats from competitors in the same industry.Based on STP theory,this paper helps the research object to divide the market into six market segments and select the key target market for it.Finally,the product is positioned as a high-quality refractory raw material product with stable quality and the best supporting service ability.Using the 4P marketing mix strategy theory,the marketing strategies which are in line with the development of the company are formulated from the perspectives of product,price,distribution and promotion.At the same time,in order to ensure the implementation of the marketing strategy,this paper puts forward some suggestions from the aspects of enterprise management system,marketing investment,marketing team,brand building and so on.