Research On Marketing Strategy Of M Company In Tangshan Area

In recent years,with the sustainable development of our economy and society,the continuous improvement of GDP,GNI and PCDI,people’s living standard has been greatly improved.People begin to pay more attention to the quality of life.The requirement of health,convenience and safety is improved further.At the same time,our current situation of ecological environment is not optimistic.The ecological environment is deteriorating.Although the country has taken various measures to control pollution,but the situation is still serious.In this context,the packaging drinking water industry grows rapidly and many successful enterprises emerge.There are also countless small and medium-sized enterprises in this industry developing tenaciously.Packaging drinking water has become an indispensable commodity in people’s daily life.As a manufacturer of packaged drinking water,M company has struggled to compete with many brands.This paper takes M company as the research object,through analysis methods of 4P theory,PEST theory,SWOT theory and Five Force Model.Firstly,it analyzes the current product strategy,price strategy,channel strategy and promotion strategy.Secondly,it analyzes the macro environment and industry environment of the enterprise.Then it explores its advantages,disadvantages,opportunities and threaten.And use the articles and research results of scholars both at home and abroad for reference.On the basis of summing up the experience before,it explores M company’s problems and the reasons in the marketing strategy.Finally,to solve these problems from the reality,it gives advice on four aspects including the product strategy,price strategies,channel strategy and Promotion strategy.These suggestions are the specific and optimal marketing strategy for the enterprise.One is to improve their innovation ability and strengthen brand building;Second,to adopt flexible pricing strategy and price adjustment strategy;The third is to expand the scope of offline market,and pay attention to the operation of online sales channels;Fourth,the integration of online and offline promotion and increase the investment of promotional funds.