Marketing Strategy Research Of ZhangJiaGang HengChang Plating Solder Factory

As the rapid development of heavy engineering machine manufacture, steel structure machining, container producing, shipping making, architecture construction and so on, the demand for all kinds of welding materials is increasing in China. Till the end of 2005, China has become the largest country on use quantity of welding materials. On one hand, many welding-material factories have been founded all around the country, on another hand, many foreign capital enterprises such as America also establish large welding material producing base in China to obtain market lot. Huge market demand also makes China become the largest producing country of welding materials.ZhangJiaGang HengChang plating solder factory which is an enterprise mainly produce gas protecting solder was originated from a town-owned plating factory. After ten years' hard working and inflexible seek, the annual yield has increased to 28, ooo tons in 2006 from 300 tons in 1996 when the factory was just founded. During that period, the production has passed the attestation of Quality Management System and got approved from many countries' bureau of shipping. Its production has certain cognition degree and market lot in local market. Facing more and more drastic competition, facing the converging attack from welding factories home and abroad, how to adjust its original selling strategies, how to make new effective tactic to keep stable in market and enlarge market have become the new challenge in the factory's sustainable development.This paper takes ZhangJiaGang HengChang plating solder factory as its research object. This paper uses modern selling theories such as market selling combination, building up brand image, strengthening customer relationship management and so on, takes some methods such as field investigation, interview, literature research, quantitative analysis to analyze and research the characteristics and developing trend of domestic market demand in welding materials producing industry, as well as the representative enterprises in this field. Hereon, through SWOT matrix the paper fully analyze the existing opportunities, threatens, advantages and disadvantages of ZhangJiaGang HengChang plating solder factory, then it find out the shortcomings on selling strategies of the factory. Second, after confirming the target market, the factory could set down a set of selling strategies that is more suitable in production's variety, price's establishment, choice of selling channels, sales promotion, pushing management of customer relationship, strengthening brand construction and breed. At last, in order to ensure the smooth execution of the selling strategies so that to reach the prospective target, this paper provides some suggestions that the factory needs to build up new selling management concept, effective ensuring system, strengthen institutional construction, train one high-quality selling team that is good at both selling and special techniques.