Research On The Marketing Strategy Optimization Of HZ Steelpipe Company Limited

Liaocheng seamless steel pipe production and marketing has occupied an important position in China,and even occupy an important market share in the international market,liaocheng seamless steel pipe current achievements of both the support and leadership of large enterprises,not without the development and accumulation of small and mediumsized enterprises.HZ Steel Pipe Co.,Ltd.is a representative small and medium-sized enterprise in Liaocheng city.Through years of efforts,the company has achieved good development results.However,with the intensification of industry competition,the existing marketing strategy of the company can no longer match the current market situation,so HZ Steel Pipe Co.,Ltd.is selected as the research object.Through the analysis of its current business situation,existing problems and marketing strategies to put forward suggestions for its core competitiveness in the industry competition to provide some reference.By using the theory of PEST macro environment of the enterprise are analyzed,at the same time,studied the industry environment,and from the enterprise internal management,market marketing ability,enterprise financial and other internal factors to the enterprise the internal environment of anatomy,to analyze the problems existing in the enterprise marketing strategy and optimization measures are proposed to provide comprehensive analysis of the marketing environment.First of all,with the help of 4Ps theory,analysis of the current marketing strategies of enterprises are mainly "small and precise" product strategy,"one size fits all" price strategy,"direct sales in the channel strategy" and "complex and complicated" promotion strategy.Secondly,from the product strategy,price strategy,channel strategy and promotion strategy four aspects of the enterprise in the marketing strategy of the existence of 7problems.Finally,based on STP marketing theory and 4Ps theory,marketing strategy optimization measures are put forward,including further enriching product strategy;Develop flexible pricing strategies;Broaden channel strategy;Multi-party promotion strategy.At the same time,in order to ensure the smooth and effective implementation of marketing strategy,the enterprise needs to provide guarantee from four aspects,including system guarantee,technical support,talent support and capital guarantee,so as to escort the development of HZ Steel Pipe Co.,LTD.The marketing strategy optimization measures proposed through comprehensive analysis have strong theoretical and practical guiding significance for the marketing strategy of HZ Steel Pipe Co.,LTD.,as well as reference value for other enterprises of the same type,which provides a strong theoretical basis for decision support and has strong practical application value for enhancing the competitiveness of enterprises.