| GL is an environmentally friendly technology company based on domestic air pollution control and committed to building a leading domestic and internationally renowned brand.The company’s main denitrification catalyst products play an important role in exhaust gas treatment and air pollution improvement effect.This thesis to explore the denitration catalyst GL company scientific nature and rationality of the traditional marketing strategy,whether still adapt to the increasingly serious environmental science and technology,market competition situation,the research on the concept of marketing and marketing strategy theory as the foundation,combined with the denitration catalyst GL company product marketing status quo,in-depth analysis about the present situation of the company marketing strategy,And based on the 4P of the company marketing problems and deficiencies analysis,found that the company denitration catalyst product marketing stagflation of the real problem;Then respectively by the methods of PEST,porter five model and internal resource conditions analysis of GL denitration catalyst products of the company are faced with the internal and external marketing environment analysis,and USES the SWOT analysis method to the denitration catalyst products marketing development strengths,weaknesses,opportunities and challenges facing a comprehensive analysis,thus the importance of clear company marketing strategy to improve and improve;Finally,based on STP theory,the market of denitrification catalyst products of the company is scientifically classified,the target market is clear and the market positioning is precise.On this basis,the 4P theory is further adopted to put forward the improvement measures of the marketing strategy of denitrification catalyst products of the company.At the same time,from the organizational structure,system construction,marketing personnel and team,and R&D innovation investment four aspects of marketing strategy safeguard measures,in order to promote GL company denitrification catalyst products more long-term marketing development.Based on the research of this thesis,it is found that the marketing strategy of denitration catalyst products of GL company should be improved from four aspects:product,price,channel and promotion:Product strategy,the company’s first response to the current denitration catalyst for product innovation,and based on the diversification of business users of different industries demand rich product line,innovation and development of new denitration catalyst products,the company in product innovation strategy on the basis of should also be based on the differentiation of different user needs,to provide differentiated product marketing strategy,To enrich the scope of application of product strategy;In terms of price strategy,on the one hand,the company should consider the market pricing of denitration catalyst products of the same type of competitors,the industry average pricing,and scientific pricing guided by competition;On the other hand,in the pricing stage,the diversified needs of customers are considered to meet the psychological expectations of different customers for product prices,and the competitive advantages of differentiation are reflected by more flexible pricing strategies.Channel strategy,the company on the one hand,should from the offline actively develop distribution channel mode,on the other hand the company on the basis of offline channels gradually deepened development,should also further development of the online channel,not limited to the offline channels,channels to play online and offline channels with the combination of marketing mode,to highlight the multi-channel competitive advantage;In terms of promotional strategies,the company needs to introduce and apply the Internet and new media thinking to enrich promotional activities,carry out promotional strategies through the Internet and new media channels,and expand the market coverage and marketing influence of promotional activities. |
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