Research On Marketing Strategy Of Bulk Material Conveying Equipment Of SK Company

Affected by the new crown epidemic and the complex and volatile international environment,the market competition is becoming more and more intense under such an increasingly complex economic environment especially in the critical period of national development.Marketing is the first priority of enterprise development.The improvement of marketing strategy is of great significance to the development of the company.It can not only help enterprises to continuously develop markets,establish brands,and increase enterprise popularity,but also increase enterprise income and profits at a faster and more effective speed.At the same time,by improving the marketing strategy model,the company’s operational capabilities are enhanced,and the competitiveness of healthy,stable and sustainable development is established.SK company is a large-scale manufacturing enterprise that produces bulk material conveying equipment.This paper takes SK company as the research object,deeply analyzes the current situation and main problems of SK company’s marketing strategy,proposes effective improvement plans and gives practical guarantees measures.First of all,problems such as poor research and development capabiity,higher product price,unflexible promotion strategy and single marketing channel are found based on the current situation of finance,products and marketing strategy of the enterpise.After that,reasons of the above problems are summarized as follows: failure to attach importance to product R&D,unreasonable product price formulation,limited promotion strategies,and failure to establish marketing channels from the market environment.Then,the macro environment and competitive environment that affect SK are analyzed based on the models of PEST and Porter’s Five Forces.Market demands are analyzed through questionnaires.Combined with the mode of STP and the theory of 4P,improvement plans are made from the perspectives of product strategy,price strategy,channel strategy and promotion strategy.Moreover,this paper aims to give targeted implementaion measuresin terms of organizational structure,human resources team and business improvement support system.This paper mainly focus on the organic combination of SK’s actual marketing situation and market environment.Problems of SK are found under the deep exploration of itself anf its current marketing situation.The impact of market environment changes is studied through model analysis and questionnaire analysis.Based on the target market,this paper puts forward targeted and operable marketing strategy improvement suggestions to improve the level of SK company’s marketing team,achieve marketing goals,and promote the company’s stable and sustainable development.All of the above provide reference for SK Company to formulate marketing strategy plan.