Research On Marketing Strategy Of HS High-tech Materials Company

Industrial manufacturing,materials first.With the constant change of international situation,more advocates to give priority to the development of manufacturing industry,so as to improve the overall technological level of domestic manufacturing industry.As the basis of industrial manufacturing industry,material industry decisive influence on the development of industrial economic system and even domestic economic system.Aluminum foam metal material was first invented by Americans in the 1950s and applied in military industry,aerospace and aviation in a small range.With the continuous progress of technology and the gradual improvement of production capacity,aluminum foam has been transformed from military to civilian use.Since China joined the WTO,China has tried to purchase this technology for many times without success.Chinese Academy of Sciences,Tsinghua University as the representative of the domestic top metal materials research institutions around 2002 invested lots of manpower and material resources for the independent research and development of aluminum foam materials.At present,domestic aluminum foam has entered a stage of rapid development,and high-tech enterprises represented by HS High-tech Materials Company continue to absorb innovative technology from scientific research institutions,and strive to create a new material industry rich in science and technology content.With the expansion of foaming aluminum materials and products,related production technology has been upgraded.At present,the main production technology has been transformed from "the second generation of melt foaming method" to "the third generation of melt blowing method",which is conducive to the improvement of product quality and performance and the substantial reduction of production cost.Technological innovation does not mean that the new aluminum foam material can be quickly accepted by the market,so it is necessary to carry out the corresponding marketing strategy,marketing strategy analysis and research,so as to accelerate the development of aluminum foam in the domestic market.In this thesis,case analysis,investigation and literature research are used to analyze the current situation of HS High-tech materials Company.It is found that there are some problems in the current marketing situation,such as insufficient product depth and width,lack of reasonable basis for product pricing,high business concentration and incomplete sales channels.Secondly,through the use of PEST,five forces model,SWOT and other strategic analysis tools,respectively from the macro,industry and company perspective analysis of the current company in the macro and micro strategic environment,analysis of the company’s actual marketing strategy objectives;Again,in this paper,by using the STP theory,the HS high-tech materials company marketing market segmentation,determine to highway and rail transit market,industrial noise control,building structure and civil plank market represented by the three main target markets,on the highway and rail transport market,industrial noise control at the company should be aimed at the leader in the market,In the building structure and civilian plate market should be positioned as a challenger;At the same time,through the use of 6P marketing mix theory,from the product,price,channel,promotion,public relations,political power six dimensions of analysis,trying to get suitable for HS high-tech materials company marketing mix strategy;Finally,in order to ensure the smooth implementation of marketing strategy and strategy,this paper from the party building,culture,research and development,organization,finance,information,human resources and other seven aspects of the guarantee measures.Through the above analysis,the company’s future development of three important directions:first,focus on the focus of technological innovation;Second,to build a high-level production and marketing system;Third,integrate internal and external resources to expand the market.