The Marketing Management Of Yantai Hongjing Special Metals & Equipment Co., Ltd

Special metals & equipment, such as Titanium equipment,Neckel equipment,Zirconium equipment and their alloy equipment is one of the important area in our country. Nowadays with the development of our society and technology, the properties of Special metals & equipment are more credible. Yantai Hongjing Special metals & equipment Co.Ltd. is a enterprise that manufactures industrial equipment, such as titanium and nickel alloy .Although the most of business of Yantai Hongjing Special metals & equipment Co.Ltd. is in Shandong province ,the problems of marketing management kept recurring .Consequently ,to solve these problems,it is necessary to establish a set of marketing management that not only adopts modern industry ,but also suits the properties of special metals & equipment. This paper falls into four chapters,the first second chapters individually introduce the development of special metals & equipment, the basic facts of the special metals & equipment industry in china and in Shandong province and the basic states of Yantai Hongjing Co.,Ltd. The next two chapters are the emphases. In chapter3,marketing management of Yantai Hongjing Co.,Ltd.is analysed from 4Ps to 4Cs and SWOT and the problems are found out .In chapter4,according to the problems we found ,a new marketing management system that adopts the modern industry is set up .This system is set up from following facts:the foundation of marketing organization and marketing information system ,marketing research, trade analysis,the analysis of competitors,customer analysis, market segmentation demand, forecasting of market ,the choice of target market, the choice of marketing location strategy ,the choice of product strategy; the choice of pricing strategy, channel management ,promotion management ,customer management and so on .If Yantai Hongjing Co.,Ltd would operate the company with it,The company will have a good future coming.