Research On Integrated Marketing Strategy Of China Construction Asia Pacific Company

The degree of progress in the emerging material industry has gradually become the embodiment of the country’s development level,scientific and technological development level and military strength level.At present,countries all over the world attach great importance to the research & development and industrialization of emerging materials,and have made corresponding plans in the field of emerging materials,which is in order to occupy the commanding height of emerging materials industry as soon as possible.Therefore,the development of emerging materials not only promotes the transformation and upgrading of civilian economy,but also serves as an important guarantee for the national new material strategy.China construction Asia Pacific company,a new enterprise in the emerging material industry,is located in Toketuo park of Hohhot city,whose main product-calcium silicate material belongs to inorganic,high temperature resistant,fireproof material,with fire prevention,waterproof,anticorrosive,light weight,high strength,environmental protection and other characteristics.In 2017,the company’s sales profit declined by 10%,and its market share and market competitiveness continued to decline.The weakening of the company’s marketing competitiveness has laid a deep hidden danger for the sustainable development of new enterprises.Therefore,the company urgently needs to evaluate the marketing competitiveness scientifically and optimize or change the company’s integrated marketing strategy based on it.Aiming at the research on the optimization of the company’s integrated marketing strategy,this thesis develops the scientific research by combining qualitative research with quantitative research.The research logic is as follows: firstly,the components and optimization path of marketing competitiveness are determinedby combing the theoretical research results of marketing competitiveness of new material industry;Secondly,with the help of internal and external environment analysis,find the company’s key strengths and weaknesses,clear marketing development ideas.Then,by means of Delphi method,ABC method and AHP method,the real situation of the marketing competitiveness of the company is proposed and evaluated,and the attribution of the root cause of the problem is sought.Finally,based on the classical theory-4Ps of product marketing integration strategy,this thesis designs and optimizes the company’s integrated marketing strategy,implementation plan and safeguard measures from the aspects of position,product,price,channel and promotion.The company,the startup of emerging material industry,is the research object.By comparing the differentiation between the company and its competitors in marketing competitiveness,a set of marketing strategies suitable for the development of enterprises is proposed.It can effectively solve the practical problems of enterprise market development and provide guidance for the key issues of the survival and development of the new company.In addition,the research results of this thesis can provide useful reference and guidance for new enterprises in the field of emerging materials.