Research On The Improvement Of Marketing Strategy Of KS Ltd.

With the steady development of the domestic economy,the demand for energy is increasing.As the main energy source,the current mining technology is constantly improving,and various new exploration and development technologies are constantly being introduced,thus a number of high-tech and high-quality management oil service companies have been born.Petroleum service engineering has become an important and powerful petroleum technical force besides oil exploitation and transportation companies,and has been active in the domestic and foreign oil industry markets.With the prosperity of the oil industry,its scale and strength have been expanding,and it has undertaken a series of technical support for oil exploration and development,enhanced oil recovery,engineering maintenance and so on,and has become an indispensable auxiliary cooperative force for oil exploitation enterprises.Among them,KS Company,as an oilfield technical service company,has always maintained good business performance after a series of policy guidance and company restructuring.However,with the intensification of competition in the domestic oilfield technical service market,the operation of KS Company is also facing tremendous market pressure.In particular,its marketing strategy needs to be further improved to adapt to market changes.Therefore,this paper takes the improvement of marketing strategy of KS Company as the topic,which has strong application value and practical necessity.This paper takes KS Company as the research object,and studies the present situation,problems and improvement countermeasures of its marketing strategy.Firstly,the research background,purpose and significance are expounded,the research status at home and abroad is summarized,and the research content and methods are determined.Secondly,it summarizes the relevant theoretical basis.Thirdly,it analyzes the present situation of marketing strategy of KS Company by questionnaire.On this basis,based on the theory of7 Ps,it analyzes the problems from the perspectives of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and process management strategy,and points out that there are some problems in its product positioning,unscientific pricing method,poor promotion effect,lack of scientific planning of marketing channels,poor professional ability of marketers,insufficient physical display and brand characteristics display,and service management.Finally,on the basis of SOWT analysis of KS company’s operation,aiming at many problems existing in its marketing strategy,this paper puts forward the improvement countermeasures of KS company’s marketing strategy.In terms of product strategy,define the target market positioning of products;Determine product positioning based on market positioning;Realize product differentiation.In terms of price strategy,we should pay close attention to competitors and adjust the pricing strategy flexibly;Stabilize large customers for discount pricing;Take differentiated pricing.In the promotion strategy,we should strengthen the construction of traditional channels;Innovate diversified promotion methods.In the aspect of channel strategy,we should establish the channel strategy of alliance strategy;Improve the channel strategy of agency operation;Expand network marketing channels.In the aspect of personnel strategy,improve the recruitment,assessment and performance mechanism of marketing personnel;Formulate a professional training mechanism for marketing personnel.In the aspect of tangible display strategy,increase the investment in tangible display;Carefully display the brand characteristics.In the aspect of process management strategy,improve the service value of users by various means;Develop a "one-stop" service process;Improve service quality by strengthening information construction.