| In the past ten years,with the quick and rapid progress of science and technology,people have become increasingly aware of environmental protection and energy conservation,which has also triggered increasing national and social requirements for production and manufacturing enterprises in terms of environmental protection and energy conservation,leading to higher requirements for production costs and efficiency in the general manufacturing industry.In this process,these requirements have brought new development opportunities to the surface treatment industry.Thermal spraying products,as one of the best solutions for surface treatment technology,have also been driven to develop rapidly.Surface treatment technology has the effect of "four to two thousand pounds",reflects the greatest advantage at the minimum cost,and has the characteristics of high efficiency,low energy consumption,and high cost performance.It has gradually occupied the main market in the application industry of maintenance and remanufacturing,and surface functional requirements,and has been showing a gradual growth trend.OM Company is the solution provider for thermal spraying products in surface treatment and thermal spraying technology,which has been widely used in industries such as aerospace,energy,including water conservancy,electric power,traditional and new energy vehicles,electronic semiconductors,oil and gas,paper making and printing,mining,and engineering machinery.In the above market context,OM Company has been committed to providing optimal solutions for thermal spraying products in various industries,and has been pursuing traditional marketing strategies for many years in the application industries with the largest demand-aerospace and gas turbine industries.However,in addition to aerospace and gas turbine applications,the market and demand are broader.OM Company plans to optimize its existing marketing models and strategies in the current manufacturing industry environment,mainly in the requirements of environmental protection,energy conservation,and further cost reduction,in order to achieve further development of thermal spraying products in key industries,taking advantage of the characteristics of wear resistance,corrosion resistance,and environmental protection of thermal spraying products,Strengthen the marketing strategies of the two machine specific industries and the general industry,and optimize the entire marketing strategy of the company’s thermal spraying productsBased on the theory and method of marketing strategy,this paper first analyzes the market situation of thermal spraying and the marketing status of thermal spray products of OM Company,and finds out the problems and reasons of the marketing strategy of thermal spraying products of OM Company through market survey and annual report of the company.Secondly,the thesis analyzes the external and internal environment of OM company and the purchase behavior of customers,and makes the marketing strategy conception according to the market environment and demand.Then,on the basis of STP analysis,focus on using 4Ps as the theoretical basis,optimize the design from the four aspects of product,price,channel and promotion,and propose the optimized marketing strategy.It also puts forward specific safeguard measures from the aspects of organization management and cooperation,information system construction and management,HR management,investment budget and implementation,and R&D Improvement.The conclusion of the paper can also show that the marketing strategy of OM Company can improve the competitiveness of thermal spray products to a certain extent by increasing the development of new products and new industries,diversified configurations and gradient prices,increasing the promotion of agents and target industries,increasing the display of successful cases in relevant industries and improving after-sales services,At the same time,it has certain reference significance for other foreign enterprises of the same type to actively expand in China.. |
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