Research On Marketing Strategy Of WZ Company Bridge Steel Structre Products

In recent years,China has improved a large number of transportation infrastructure,effectively driving the development of bridge construction.Steel structure has good seismic resistance,flexibility,and plasticity,light weight,flexible production and assembly,and can be constructed in rivers,lakes,seas and even the Grand Canyon.The market prospect is good.Meanwhile,many steel structure manufacturers have entered the bridge steel structure market,and the competition is becoming increasingly fierce.In this study,the marketing of bridge steel structure products of WZ Company is taken as the research object,using a series of marketing theories and model analysis,points out the problems existing in the marketing strategy of bridge steel structure products of WZ Company.The study uses the way of re-segment the market,select the target market and market positioning to optimize the marketing strategy of bridge steel structure business of WZ company,and to achieve sustainable and high-quality development by solving the problems of single product structure,insufficient product innovation,weak service awareness,service quality to be improved,and low brand awareness.Based on the marketing theory,the study will propose strategies to adjust product structure,improve service quality,enhance product innovation,strengthen brand building,etc.,in conjunction with the actual situation of WZ,and differential pricing with differences in purchasing patterns.In terms of channel strategy,the optimization strategies of strengthening direct channels,managing indirect channels,and enhancing channel information management are proposed.In terms of promotion strategy,the optimization strategies of strengthening advertising,improving customer relationship level,strengthening personnel promotion ability,and enhancing corporate culture and improving marketing system are proposed.These strategies provide guarantee for the realization of human,financial and material linkage.Hope to provide useful reference for the development of marketing in the bridge structure industry.