Research On Marketing Strategies Of Company D From The Perspective Of Customer Value

Along with the fast development of transportation engineering,the requirement for asphalt concrete is increasing,one of the fundamental materials for road construction,is increasing year by year.As the competition of the asphalt concrete industry becomes more and more complicated,only through analysis of the needs of clients,requirements of the market and the competitive situation of the business,and research on its developing orientation,can we gain more market share and gain more profit.Therefore,how to carry out the sales tactics of D Corporation by proper means,and how to live and grow fast under the complicated market conditions and intense competition in the future.D company is a traditional asphalt concrete manufacturing and construction company,with the local government’s environmental protection standards gradually improved,many smaller companies do not meet environmental protection standards gradually closed,in this new competitive situation,the past conventional marketing methods have been difficult to in-depth development,urgent need to change the existing marketing methods to expand new markets,so as to ensure the sustainable development of the company.Firstly,this article gives a brief introduction to the status quo of the current Chinese concrete market.Secondly sums up its inner foundation,analyses its sales status from the point of view of 4P,and points out the marketing issues that are confronted with in its development.Thirdly,based on PEST,this paper analyses the macro-environment of corporation D.Then the paper makes an analysis on the situation with Porter Five Forces Model,and discovers the shortage and superiority of the similar field.In the end,it analyzes its main customers,points out the customers’ demands and the factors influencing the customers’ purchase,analyzes and evaluates the customers according to different values by using the Analytic Hierarchy Process(AHP).Based on 4P and 4V marketing tactics,this article proposes the marketing tactics of D.Corporation in view of client value.First,differentiated product strategies are realized through the development of diversified asphalt concrete products and the provision of value-added services in combination with universities or research institutes.Secondly,implement "Customer Centered" Multiple Pricing Strategy to Increase Key Clients’ Loyalty and Satisfaction.,and adopt low-cost maintenance to other customers to meet their basic needs.Thirdly,set up a professional promotion team,strive for the establishment of long-term cooperative relationship from all aspects,improve customer loyalty.Create new media channels and differentiated publicity to deepen the brand awareness of existing and potential customers.Finally,continue to consolidate the existing direct marketing strategy.