Reserch On Marketing Strategy Of Baiyin Yidao Toughened Glass Co.Ltd

In recent years,the deep processing glass industry has developed rapidly.In 2017,the glass industry's revenue growth rate was 17.61%.The gross profit margin of the industry was 25.93%,up 2.87%,the market potential is great.Baiyin Yidao Tempered Glass Co.Ltd(here referred to “Yidao Company”),as the largest glass deep processing enterprise in the northwest,has occupied a certain market share in Gansu and the five northwestern provinces after more than 20 years of hard work.However,since Baiyin Yidao Company always attaches great importance to research product and neglects brand building,it has to face the reality that although it has high performance,high innovation and product quality control ability,when it will expand the market,it faces the problem of low market recognition and sales profits falling.At the same time,the brand competition in western is becoming intenser,as a medium-sized enterprise in the west,there is no advantage in facing the competition of the enterprise with brand characteristics such as CSG and Fuyao.It has several challenges to further development.Therefore,it is necessary to re-examine the internal and external environment,strengthen brand building,improve marketing strategies,to ensure the sustainable development of enterprises.This paper starts from the perspective of brand building and analyzes the current marketing strategy of Yidao Company.First of all,it based on the detailed analysis of the internal and external development environment of the deep processing glass industry in which the company is located,the conclusion is the development space in the western region has a good macro environment;through the micro-analysis of the brand competitiveness of the company in making the five-force model,to find out the problems and causes of the brand building;build the SWOT-CLPV model to clarify the market environment of the enterprise and the strategic situation,provide reference for the company to develop brand building and improve marketing strategies;target the market at the architectural functional glass in the northwest through STP theory;use the theory of brand building to propose brand positioning,brand image,brand communication and brand management,the corresponding marketing mix strategy recommendations.Finally,put forward the indemnification from the aspects of organizational protection,human protection,system protection and incentive protection.This research systematically analyzes the marketing strategy of Yidao Company around brand building,aiming at promoting enterprises to continuously enhance their core competitiveness,expand market share,enhance company efficiency,and promote sustainable and efficient development.At the same time,it also hopes to provide useful reference for the brand building dilemma faced by small and medium-sized enterprises in the west.