Research On Marketing Strategy Of HK Company

The marketing strategy of enterprises is of great significance for the future development of an enterprise and the improvement of competitiveness which is a powerful tool to improve the level of enterprise management system and competitive ability.As a member of the local refineries,HK company has encountered many setbacks and difficulties in the development of the company.Especially after China releasing the crude oil import right,the development opportunities and difficulties coexist in the local refineries.It is very important for the company to develop a marketing strategy that is in line with its own company according to the changes of the environment.In this paper,first the background and significance of topic selection,research ideas and methods and current research status of marketing strategies are briefly discussed.On this basis,through comprehensive use of marketing strategy theory,marketing strategy combination theory of 4P 、theory of five-force competitive model 、 PEST analysis and smiling curve,taking HK company as an example,this paper analyzes the company’s own development history,marketing personnel status,macro environment,market environment and competitors.In addition to that,the internal environment,external environment,market environment and the position of the refining industry are also expounded.By analyzing market segmentation,target market selection and market positioning,we can determine the future development orientation and development direction of the company.Through the marketing strategy combination analysis,we can determine the company’s marketing strategy optimal combination.Finally,it points out the guarantee measures of marketing strategy from the aspects of organization,system and manpower.