Fly Into The Steel Company's Competitive Marketing Strategy

In the complicated, changeable, and competitive market, every enterprise is facing challenges and choice between survival and bankruptcy. How to suit the market change, how to satisfy the customers, requirements and how to have an advantage over others in market competition, are the problems needed to be considered by every enterprise. The enterprise needs to work out its developing goal and management strategy on the basis of practical condition inside and outside the enterprise, especially needs to develop marketing strategy and manage it well. With the emergence of a buyer market and aggravation of market competition, the risk in the course of product development, project investment and enterprise managing are bigger and bigger, and marketing plan has become the first important work of the enterprises, and marketing strategy management has become the management core in modern enterprises.The object of the study in this text is Chengdu Aircraft Industry Cooperation (CAC) UPVC Company which is a commercial product project investment under the guidance of CAC's strategy of transferring from military production to commercial production and multiple management for the purpose to seek new economic growth point for CAC. CAC Upvc Company has successfully achieved a certain measure in the market rapidly and shown a good development impetus since it was set up 3 years ago. How to develop its advantages and overcome its disadvantages, grasp opportunity and avoid risks to get better development in intense market competition are the issues discussed in this text.The theoretical basis of this text is marketing principle and knowledge,and SOWT, STP and 4PS have been used to analyze the current status, achievements, disadvantages and resolutions firstly. Secondly, upvc market and the competition are analyzed. Thirdly, opportunities, risks, advantages and disadvantages of CAC Upvc Company are analyzed to determine the competition target and marketing strategy. Finally, the relevant marketing measures and measures to strengthen marketing are developed.The contribution of this text is to study a certain company by using systematic marketing theory. Through this study, author has found a common problem existing in state-owed enterprises or joint-stock companies detached from state-owed enterprises: marketing is the weakest link in the whole management of an enterprise. In order to strengthen the marketing, and to improve market competition capability, author proposes good ideas and one set of complete plan. The author also hopes to supply some reference and guidance for CAC commercial product development through the study of CAC Upvc Company.