Liaoning Chemical Machinery Factory Of Dry Gas Seal Product Marketing Strategy

This paper researches on the marketing ploy of new product dry gas seal equipment of China National Petroleum Corporation Liaoyang Petrochemical Fiber Company Machinery Factory (LPM). At first, in the literature summarization of this paper, actuality of domestic and overseas researches about marketing is analyzed, so that the theories basis for this paper is founded. At second, this paper analyzes and expatiates the macro environment, inner environment and industrial competition environment affecting on the enterprise with the method of SWOT. This paper makes use of Five Competition Power Analyzing Method of Michael Pot to analyze enterprise competition environment. On this basis, the market and technique orientation of new product exploitation for LPM is put forward, marketing strategy is chose, that is focus strategy, the marketing thought "satisfying customer " is built up, and "quick-reaction marketing mechanism" is erected.After putting forward the marketing strategy of new product dry gas seal, marketing ploy of the new product is established up, that is price, place, simplifying administration processing, quality assurance, service innovation and face-to-face technique guiding. At the last, this paper comes to the conclusions, attach importance to new product exploitation and breed enterprise kernel competition power, make clear the marketing and technology orientation for new product exploitation, choose applicable marketing strategies. In order to fulfill the established marketing strategy, practical marketing ploy must be constituted. The research conclusions can provide steering effect for LPM new product exploitation, and give reference to new product exploitation and marketing for domestic medium-sized and small-sized enterprises.