The Research On Integrated Marketing For Industrial Air Compressor Dealer

Studies on marketing theories and programs usually center on the field of consumer goods, and relatively less attention is paid on industrial products, therefore there is a shortage of systematic marketing theories about industrial products and experience that be used for reference. How to deal with the problems faced by companies from a marketing perspective so that companies can build and keep their competitive advantages and cope with the adverse situation, and eventually gain an upper hand in the market, is the question that concerns many enterprises specialized in industrial products distribution. Therefore, this paper studies the organized market, particularly the sales agencies of industrial goods with the aim of formulating a workable marketing program for ABC Air Compressor Company in which the author works. Based on how to gain competitive edges in the market, the paper analyzes the marketing practices of industrial products, sums up the problems and deficiencies that exist in today's marketing practices of industrial goods, it brings forward the concepts of customer-oriented and competition-oriented and suggests the two should be combined together, in other words, making strategic analysis under the condition of pursuing customer-oriented policies. The paper combines the methods of marketing management and competitive strategy analysis, takes into account the competitive environment, and with the help of SWOT analysis tools, comes to the conclusion that companies should adopt the marketing strategy of integration, and further outlines the specific measures. The paper integrates the marketing theories in competition and combination with the characteristics of sales agencies of industrial products; it explains the necessity and feasibility of implementing the marketing strategy of differentiation from the angle of competitive advantage. Specific measures are drawn up in the paper, which are both innovative and workable. It is hoped that the paper can be of help to the sales agencies of industrial products.The paper concludes by discussing the existing defects and pointing out the directions for following research.