The Optimization Research Of Marketing Strategy Of D Company Rare Earth Permanent Magnet

As the current requirements for low-carbon and green economic development continue to increase,under the background of the goal of "carbon peaking and carbon neutrality",the downstream application fields of rare earth permanent magnet products such as industrial motors,new energy vehicles,and wind power generation have become key strategic developments.The global rare earth industry chain is actively promoting the expansion plan of rare earth permanent magnet products,which has brought many opportunities and challenges to rare earth permanent magnet enterprises.At present,domestic and foreign attention to the marketing of the rare earth permanent magnet industry is not high,and the research on the marketing of rare earth permanent magnet products is even weaker.As a medium-sized company in the rare earth permanent magnet industry,Company D has long been committed to the R&D,production and sales of rare earth permanent magnet products.It not only has to face the market pressure from large listed companies,but also has to deal with the low-price vicious competition from a large number of small companies in the same industry.Faced with the opportunities in emerging markets brought out by the development of the application industry,how to formulate a reasonable marketing strategy is an important issue for improving the company’s business performance.This paper takes Company D as the research object,studies the company’s rare earth permanent magnet product marketing status and existing problems,proposes a plan to improve the existing marketing strategy,and gives specific implementation guarantee measures.This thesis takes the marketing theory as the basis of the thesis analysis.First,it summarizes the research background,research significance,research ideas,research methods,and related concepts,STP theory,brand value theory,customer value theory and other related theories.And then it makes a summary of Company D,analyzes the current situation of the marketing system and marketing strategy of rare earth permanent magnet products,points out the problems existing in the marketing system,and uses the PEST and Porter’s five forces model to analyze the impact of marketing environment on Company D.And analyze in detail the causes of the marketing strategy problems of rare earth permanent magnet products.Secondly,according to the theoretical research and the actual situation,put forward a marketing strategy suitable for the development of the enterprise,clarify the ideas and goals of the improvement plan,based on STP,improve the marketing strategy from the aspects of market segmentation,target market determination and market positioning;based on the specific implementation of the marketing strategy,then comprehensively use the 4P marketing theory to improve the existing marketing strategies in terms of products,prices,place,and promotions.Finally,the implementation guarantee of the improved marketing strategy plan is put forward from the aspects of organizational system,human resources,capital management,and corporate culture.Company D made relevant adjustments in 2020,which produced some economic benefits and pointed out the direction for the future development of Company D.At this stage,Company D needs to strengthen new marketing strategies,re-divide market segments,further clarify target markets,and adjust market positioning,comprehensively optimize products,prices,place,promotions and other strategies to obtain more industry market opportunities for Company D and achieve sales goals.It is of great significance to increase market share and enhance comprehensive competitiveness.It provides reference and guidance for other enterprises in the same industry,and also provides some ideas for the marketing research of rare earth permanent magnet products at home and abroad.