Research On Marketing Strategy Of B Company’s Pipeline

With the development of economy and the increasing demand for oil and gas in China,the construction of oil and gas pipeline network has been accelerated.The oil and gas pipeline industry has also ushered in a rare opportunity for development,resulting in a sudden increase in production capacity,a serious imbalance between supply and demand,and fierce competition.Under the influence of market environment,the marketing of B company’s core conveyor pipe products is in a dilemma,which hinders the development of the enterprise and needs to reshape its marketing strategy.Based on the field investigation,analysis and research,this paper systematically summarizes the present situation and problems of B company’s oil and gas transmission pipe products marketing.It is found that the relationship marketing effect of B company is weakening,the specialized technical marketing mechanism system is not perfect,and the marketing channel is more traditional.On this basis,this paper deeply analyzes the marketing environment of B company’s pipeline products.Firstly,the macro-environment is analyzed in detail by PEST analysis method.Secondly the development status and trend of domestic and foreign pipeline industry are analyzed.The micro-environment is analyzed by Porter’s five-force model.Thirdly the SWOT model is used to analyze the strengths,weaknesses,opportunities and threats of B Company,obtained the basic fact of that opportunities and challenges coexist and the overall development environment is relatively good.Based on this fact,this paper subdivides,selects and orientates the conveyor pipe market,and puts forward some suggestions for optimizing the new mode of "manufacturing + service" and "technology marketing".In terms of product strategy,it is suggested that the product structure should be continuously optimized,and new products such as stainless steel,alloy steel and bimetal composite pipes should be developed to consolidate high quality.At the same time,we should constantly optimize the quality of service,improve the ancillary products,and do a good job of supporting technical support;in the pricing strategy,we suggest to implement cost pricing method,flexible pricing method and Concession Pricing Method to stabilize the customer base and develop new customers;in the channel strategy,we suggest to increase efforts to cultivate agents,build electricity E-commerce platform,create a new strategic partnership,while continuing to consolidate the traditional relationship marketing;in the promotion strategy,it is proposed to participate in more exhibitions,enhance product visibility,invite customers to visit exchanges,establish trust and friendship,while actively building a technology marketing model.Finally,this paper gives the guarantee measures of B company’s pipeline marketing strategy optimization from four aspects,in order to provide reference for B company’s pipeline product market development.This paper studies the marketing strategy of the pipeline of B company,helps the managers to sort out the marketing concept,clarifies the strategic adjustment direction and the fundamental focus of the market,and enhances the market competitiveness of the company B,eliminates the backward enterprises and excess capacity.Optimizing market competition order is of great significance.