Research On Marketing Strategy Of YY Pump Company Limited

With the Rural Revitalization and the gradual deepening of smart agriculture and made in China,YY Pump Industry Co.,Ltd.,as a company mainly engaged in the field of agricultural water pumps in the water pump industry,has undergone great changes in the macro environment,industry competition environment and internal environment faced by enterprise marketing.Facing the fierce competition under the background of the rapid development of Internet marketing,the company’s operating revenue has stagnated in recent years.How to establish a new target market and market positioning,improve marketing strategy,break the business deadlock and promote enterprise development has become the top priority of YY Pump Co.,Ltd.Therefore,it is of great significance to strengthen the research on the company’s marketing strategy,improve the existing marketing strategy,and formulate a new marketing strategy for the development of enterprises.Based on the above background,this thesis takes YY Pump Co.,Ltd.as the research object to study the construction of marketing strategy.Firstly,the thesis combs the relevant literature and theoretical basis at home and abroad,then analyzes the current situation of the company’s marketing,and summarizes the problems existing in the current marketing strategy.The study found that the main marketing problems faced by YY Pump Co.,Ltd.are too few product types,lack of flexibility in pricing,too narrow sales channels and lack of promotional activities.Then,this thesis analyzes the internal environment of the company,and uses PEST model and five forces model to analyze the external environment of the company.On this basis,this thesis uses STP theory to subdivide the agricultural water pump market,and then completes the target market selection and market positioning of YY Pump Co.,Ltd.,on the basis of repositioning the market,reconstruct the company’s marketing strategy from the four aspects of product,price,channel and promotion,and put forward marketing strategy guarantee measures from the aspects of organizational structure,enterprise system,company talents and enterprise culture,so as to improve the marketing strategy system of YY Pump Co.,Ltd.,help YY Pump Co.,Ltd.achieve double growth of sales revenue and sales area.On the one hand,the research content of this thesis provides some valuable guidance and help for YY Pump Co.,Ltd.to clarify the market positioning and build the marketing strategy,on the other hand,it plays a rich role in the marketing research of agricultural water pump industry,at the same time,it also provides practical reference and guidance for the marketing strategy formulation of small and medium-sized water pump companies under the background of product technological innovation,rising product demand and change of product demand structure.