Research On Ceramic Beads Marketing Strategy Of Z Company

In October 2020,the Fifth Plenary Session of the 19 th Central Committee of the Communist Party of China pointed out that "our country has turned to a stage of high-quality development." High-quality development not only refers to the economic field,but also encompasses all-round high-quality development in industry,agriculture,and the tertiary industry.As a high-performance metal surface treatment sandblasting media,ceramic beads are widely used in the field of metal product manufacturing process.Excellent production stability,long life,low dust,can significantly improve the fatigue life and surface texture of metal parts.At the same time,its excellent environmental performance is also favored by the industry,especially the country’s air particulate matter in manufacturing sites under the premise of clear national standards,manufacturing managers have to strictly control dust emissions in the manufacturing process.Therefore,ceramic beads have been paid more and more attention by the domestic metal manufacturing industry as a shot blasting media.This article mainly starts from the business dilemma of Z company,studied the problems in the marketing process,and finds corresponding solutions,so as to help Z company get rid of the predicament and obtain higher market share and operating profit.In the specific research process,through an in-depth interview with Mr.Li,the marketing director of Z company,using PEST for macro environment analysis,Porter’s five-force model for industry competitiveness analysis,SWOT theoretical analysis method comprehensive analysis of Z company’s internal and external competition environment and its market situation,it was finally decided to adopt ST strategy as the future development strategy.Based on company Z’s large multinational company resources and strong R＆D capabilities,four major target markets in line with Z company’s positioning were selected: consumer electronics,aviation,medical and automotive.At the same time,through the analysis of 4Ps marketing theory,the future marketing strategy was formulated from the four aspects of product,price,place and promotion.Finally,Z company’s marketing strategy was formulated to implement safeguard measures from two aspects: organizational guarantee and system guarantee.Through the theoretical and actual research of this article,it will finally increase the market share and gross profit rate of Z company.At the same time,it provides a certain reference for Z company’s future long-term development in China.