Research On Marketing Improvement Strategy Of Hunan Yuan Yi Mine Design Company

In the process of transformation from monopoly to marketization,there still exists a marketing mechanism which is too dependent on the national administrative units.How to enhance the marketing capabilities of private enterprises is the focus of this research.Hunan Yuan Yi Mine Design Co.,Ltd.belongs to the private mining design enterprise,and is highly professional.How to choose the right marketing strategy in the fierce market competition and the traditional design institutes occupy the leading competitive position is very important.Based on marketing theory,this study adopts case analysis method and SWOT analysis method to study the marketing strategy of Hunan Yuan Yi mining design company.First of all,this paper analyzes the existing marketing system and the marketing effect of the company,and analyzes the difficulties facing the marketing development of the company.Then use comparative analysis method and SWOT analysis method to analyze and evaluate its development environment.Use STP theory tool to segment and select its market,and develop marketing mixstrategy according to the result of market positioning.The research adopts the 7P strategy to design the marketing strategy and product strategy for the company,which is mainly improved from the aspects of product quality strategy,introduction of professional technicians and improvement of human resource management system.Price strategy: differentiation marketing strategy is adopted for different market segments,combination pricing method is adopted for competitive market,and penetration pricing method is adopted for potential market and general market to establish price advantage.Channel strategy: the superior market can adopt the strategy of direct channel as the main and indirect channel as the auxiliary strategy,while the potential market and the general market adopt the strategy of indirect channel as the main and direct channel as the auxiliary strategy.The promotion strategy includes advertising strategy and activity promotion strategy.The advertising strategy can be designed based on the whole media operation.The activity promotion can be promoted through relationship marketing,cross-industry alliance and regular activities.Service policies include people policies,process policies,and presentation policies.