Resarch Of Marketing Strategy About The NingLi Company

The Ningli Company Ltd. began to turn its trial production of scraper device to scale production, raising its annual output from 20 tai to 240 tai with a yearly increase of 50 tai. So it is a big topic for them to formulate efficient marketing strategies in an effort to increase its market share with guaranted economic profits and to accumulate sufficient capitals for its survival and development.The paper first involves a generalization of the development and current situation of such theories as marketing strategy, marketing environment, marketing combination, laying a foundation for using the relevant theories to guide the marketing efforts of the NingLi Company. Through the analysis of the economic enviroment and delelopment trend of mine industry, it will find out the basis for predicting the market trend of the scraper device. Meanwhile, the internal marketing enviorment of NingLi is also analysed here including the introduction of the company, the current product and price, the strgegy of the promoting and the insititutions of the whole company. According to the specific situation of Ningli and the theories of the marketing, the purchaser's behavior is discussed and based on the statistics NingLi collected and sorted for many years, a new indicator system will be established to evaluate the marketing elements of the scaper device. It uses Analytic Hierarchy Process (AHP) to accomulate the weight of various indicators. On the basis of the appreciations of marketing elment indicator system, this paper deals with the analysis to the competitors step by step. The above-mentioned studies and analysis are used to determine all the factors affecting the share of mine industry, which are then employed for analysis of all the Conpany's competitors at home and abroad. Furthermore, analysis is made on the opportunity, threats, strength and weakness of the NingLi Company, pointing out its problems and defects in marketing. In conclusion, the paper, on the basis of the consequences of the analysis in the above, the distribution and the determination of target market, the NingLi Company's products, prices, location and formulates promotion strategies and management measures with emphasis on the sales personnel who are the implementers of those strategies. The paper finally makes some proposals for execution, control and policy-making in the NingLi Company for its future development.