Research On Marketing Strategy Optimization Of Y Group’s Ship Products

China’s shipbuilding industry has developed rapidly over a period of more than70 years,making a significant contribution to not only the consolidation of the national defense,but also the growth of national economy.Today,the overall scale of China’s shipbuilding industry is the largest in the world in terms of the three major shipbuilding indicators.Nevertheless,compared with those of its main competitors,namely South Korea and Japan,China’s shipbuilding enterprises are still lagging behind in shipbuilding concepts and shipbuilding technology.With the rise of global environmental awareness in recent years,increasingly stringent emission regulations for sailing ships are bringing about a technological and product change in the shipbuilding industry;meanwhile,the trade friction between China and the United States,and the global pandemic in 2020 have provided Chinese shipbuilding enterprises with both opportunities and challenges under the current development environment.As a strong private shipbuilding enterprise in China,Y Group aims to grasp the opportunities and overcome the challenges in the current environment so as to increase its market share.The enterprise is bound to optimize its existing marketing strategy to cope with the new competitive landscape.The thesis takes the Y Group as the research object.It firstly introduces the enterprise’s history and its current marketing situation,then uses the PEST model to analyze the macro environment in which the enterprise operates,and collates the overall picture of the entire shipbuilding industry.Through questionnaires and data analysis,the following problems are identified in the enterprise’s current marketing strategy: homogeneous products,unreasonable product prices,single marketing channel and ineffective promotions.In response to the problems identified,the thesis ascertains the causes of the issues and proposes an optimization plan for the enterprise‘s marketing strategy,applying the 4P marketing mix theory,to further develop its business.The thesis provides suggestions for optimizing the marketing strategy of the Y Group,and it is hoped that the thesis can be of use to other enterprises in the industry,thereby contributing to the takeoff of the Chinese shipbuilding industry.