A Ferroalloy Company’s Marketing Strategy Optimization Research Under The Background Of "Carbon Peaking And Carbon Neutrality"

With the proposal of the "carbon peaking and carbon neutrality" goal,the industrial structure and energy structure of our country are continuously optimized,and energy saving has become an eternal theme for manufacturing enterprises.To achieve its carbon peak and neutrality targets,the state has successively released the implementation plans for peaking carbon dioxide emissions in key areas and sectors as well as a series of supporting measures,and put in place a "1+N" policy framework for carbon peak and carbon neutrality.Ferrosilicon as a typical high energy consumption products.Different from other black products under the background of "carbon peaking and carbon neutrality",ferrosilicon not only needs to consider the cost increase and output decrease brought by "carbon neutrality" to the supply side,but also needs to consider the demand reduction brought by downstream steel mills under the pressure of limiting production.Therefore,driven by the "carbon peaking and carbon neutrality" policy,ferrosilicon presents a pattern of supply and demand reduction in the upstream and downstream alternating energy consumption dual control.In the case of serious product homogeneity and intensifying competition,it is imperative to increase the marketing efforts of ferrosilicon products and optimize product marketing strategy.A Ferroalloy Company is a local-based private enterprise in Ningxia,listed as the leading enterprise.The enterprise was established in 2010,mainly engaged in the production and sales of ferrosilicon,after recent years of continuous development and growth,it has become one of the fastest growing companies in the silicon iron production enterprises in Ningxia.But in the past two years,the ferroalloy industry has been facing multiple pressures,such as"double carbon" and "double control".Industry competition is intensifying and the factors restricting the development of enterprises are increasing gradually.A Company is facing the dual challenges of external competition and internal transformation,and it is also constantly seeking new breakthroughs in the development and striving to win lasting advantages in the competition.Marketing strategy is an important support to maintain the survival and development of enterprises.Therefore,it is of great practical significance to optimize the current marketing strategy to open new development ideas for enterprises,improve the overall marketing level of enterprises,and then improve the competitiveness of enterprises.This paper takes A ferroalloy company as the research object.On the basis of clarifying the research background and research ideas,it makes use of PEST,Porter’s five forces model and SWOT analysis to deeply analyze the macro-environment and industrial environment of the company,and analyzes the basic situation of the company and the current marketing status.It is found that enterprises still have problems such as insufficient product competitiveness,unscientific price setting and single marketing channels.Based on this,combined with the current "carbon peaking and carbon neutrality"background,the 4P theory is used to optimize the enterprise’s current marketing strategy,and the suggestions are put forward to strengthen product quality control,improve product production process,optimize product price setting system,optimize sales channels,strengthen middleman management,innovate product promotion methods,increase product publicity,strengthen sales personnel training,etc.And from the organization,human resources,capital and other aspects of the guarantee,constantly improve the enterprise product market competitiveness,promote the long-term sustainable development of enterprise,at the same time for the other high energy manufacturing enterprises to provide a certain reference role and reference basis.