Research On Marketing Strategy Optimization Of DH Pipe Company’s Intelligent Pipeline

Under the influence of the rapid development of market economy,the supply of energy resources brought by national large-scale infrastructure and new infrastructure is constantly strengthened,the regional allocation of energy resources is increasing year by year,and the pipeline industry in China is developing rapidly.The pipeline industry puts forward the concept of intelligent pipeline,that is,the whole life cycle of pipeline from R & D to operation and then to maintenance is completed with the help of artificial intelligence.Since2020,affected by Covid-19 and uncertain factors at home and abroad,the production and sales volume of pipeline industry enterprises have generally declined,coupled with increasingly fierce market competition,resulting in increasing sales costs for enterprises,the industry began a new round of shuffling.How to deal with the difficulties and challenges,make effective development strategies,and realize fine management and operation is the urgent problem to be solved in the pipeline industry.Based on DH LTD company intelligent pipe products marketing strategy as the research object,through the analysis of pipeline industry and the DH company marketing information,use 4 p marketing theory,from the product strategy,price strategy,promotion strategy,channel strategy four aspects,this paper introduces the intelligent pipe products of the company’s marketing strategies and relevant performance,It is pointed out that there are some problems in the marketing strategy of smart pipeline products of the company,such as low technology content,unclear positioning,single publicity mode,and inadequate maintenance in the late stage.It is analyzed that the reasons for the above problems lie in the company’s multi-management,insufficient marketing investment,product narcissism,and neglect of the late stage of marketing.Then it analyzes the external macro-environment of DH company’s intelligent pipeline product marketing,that is,the status quo of politics,economy,society,technology and competitors,and the micro-environment of DH company’s intelligent pipeline product marketing,that is,consumer preferences.The paper uses SWOT analysis to construct the matrix,and obtains the company’s smart pipeline product marketing mix strategy through comprehensive analysis.Based on STP theory,this paper analyzes the current market position of DH pipe company’s intelligent pipeline products,and optimizes the future marketing strategy from the perspective of 4P: That is,it mainly relies on innovative technology to improve the technological content of products,positioning the product price in the middle and high end,and realizing online and offline multimedia publicity and product lifecycle management.This paper puts forward the safeguard measures of the optimization scheme from four aspects: perfecting the organizational structure,strengthening the staff training,strengthening the product research and development and the follow-up service.In theory,The conclusion of this paper can provide a case reference for professionals who study marketing strategy to implement marketing strategy in the field of management intelligence,in practice,it can help DH to solve the current marketing problems,and provide feasible suggestions for other products in the pipeline industry in domestic and foreign markets.