Study On The Marketing Strategy Of Shandong Tianbao Chemical Industry Corporation

In recent years,with explosive industry decline,market competition,Tianbao chemical as a private blasting equipment production enterprises,is also facing the market share,operating income decline,implementation of the strategy of marketing performance dilemma is not significant.Therefore,analysis of Tianbao chemical marketing environment and competitive advantage,to reproduce the orientation of marketing strategy,plays a very important role in improving Tianbao chemical market share and development strategy.This paper first reviews the related theory of the current marketing strategy,summed up the current situation of civil explosive industry marketing research.Then,combined with the current marketing situation of Tianbao chemical,analysis Tianbao chemical market marketing environment by using PEST theory,and from the organizational structure,human resources and corporate culture perspective analysis of the enterprise’s internal environment,and then analyzes the main problems and reasons of the current Tianbao chemical market in marketing.Then,through the breakdown of the explosive industry market,determine the choice of Tianbao chemical target market,and analyzes the advantages and disadvantages of the existing Tianbao chemical marketing by using SWOT model,challenges and opportunities,combined with the development strategy of chemical,Tianbao chemical industry should take the Tianbao business portfolio strategy centralized in the target market.On the basis of marketing strategy with the chemical,Tianbao chemical according to the marketing strategy,marketing strategy based on marketing theory,promote the macro direction support Tianbao chemical enterprise marketing strategy,develop customer demand strategy,cost reduction strategy,product strategy,brand value advantage strategy and relationship marketing strategy.Finally,in order to ensure the effective implementation of Tianbao chemical marketing strategy,put forward to adjust the organizational structure,improve system security,optimization of customer service,marketing team building,improve the ability of innovation,the development of direct selling mode and so on,and actively promote the implementation of the marketing strategy of Tianbao chemical.