Research On Marketing Scheme Of Rubber Seal Products Of DY Company

DY Company is a medium-sized Japanese enterprise which mainly provides rubber seals for middle and high-end bearing enterprises.It entered China in 2002.The main rubber seal products produced and sold are sealing rings and O-rings.With the advanced rubber formula of the Japanese headquarters and the international customer base,DY Suzhou Company has been developing steadily in China for more than 20 years,becoming the benchmark enterprise of rubber seal industry in the field of middle and high-end bearings.However,with the continuous development and progress of domestic and local related enterprises,the market competition environment is becoming more and more fierce.The current marketing status and effect of DY Suzhou Company also seem to be more and more unsatisfactory,which makes the long-term development of the enterprise lose the power source.In addition,a series of problems such as high production cost,single sales channel and backward marketing system have seriously hindered the development of DY Suzhou Company.The sales performance of DY Suzhou Company has been declining for many years.Therefore,it has become an urgent problem for DY company to make use of its own advantages,keep up with the market rhythm,seize the market opportunity,and develop the marketing strategy of rubber seal products in line with the development of the Chinese market.This paper adopts the case study method,literature research method and other methods.First of all,combined with the theoretical knowledge of marketing,industrial product marketing and relevant marketing methods,the overall development background of DY Company is elaborated.Secondly,PEST analysis method and Porter’s Five Forces model are applied to analyze DY Company’s macro-marketing environment(namely political environment,economic environment,social environment and technical environment)and DY company’s micro-environment(namely internal competition,threat of potential entrants and threat of substitutes).The internal strengths and weaknesses,external opportunities and threats of DY company are expounded with SWOT analysis method,so as to realize the advantages of DY company are the leading rubber technology development strength,industry position,brand influence,etc.At the same time,the problems in product positioning and marketing management are also clarified.Thirdly,STP theory is used to analyze the definition and analysis of DY company’s market segment,and the target market is accurately positioned,so as to develop the marketing strategy of DY Company’s rubber seal products,and its relationship strategy,product strategy,price strategy,and service strategy are described in detail.Finally,the paper puts forward the safeguard measures for DY Suzhou company to implement the marketing strategy of rubber seal products,from strengthening the investment in research and development and technological innovation,strengthening the guarantee of organizational structure,strengthening the construction of marketing team and strengthening the support of marketing policies.