Research On The Marketing Strategy Of TL Company’s Steel Plastic Composite Pipe

TL company is a small and medium enterprise dominated by producing andselling a series of plastic composite pipe products, it’s existing marketing strategy hasseriously hampered the development of company. Facing with the promising marketof plastic composite pipe and intensifying competition environment in the industry,TL must develop a series of practical marketing strategy if it aims to gain asustainable and healthy long-term development.This paper analyzed the marketing environment of TL in the very beginning,elaborated the situation and trends of plastic composite pipe market and analyzed thecharacteristics of the customers, identified the position and competitive advantage inthe industry through the research of competitors’ strength. This paper also diagnosedthe marketing situation of TL company and pointed out the existing problems inmarketing strategy. On this basis and combined with marketing management andindustrial marketing theories, this paper analyzed the segmentation of the market ofplastic composite pipe with the help of segmentation theory, identified the targetmarkets according to the company’s characteristics in order to focus on the potentialmarket. The channel is designed as a mixed one. Channel strategy (eg., direct sales bycompany; large customers agency; industry agency; project agency; product lineagency and combined agency) was adopted comprehensively. Based on thecharacteristics of the industry, This paper developed diversified marketing strategiesabout selling, advertising, conference marketing and network marketing. Under theguidance of relationship marketing theory, this paper came up with the suggestionrelating to marketing strategy that can establish a good relationship with employees and build customer loyalty and relationships with collaborators. Last but not least, inorder to ensure that the new marketing strategy can be implemented smoothly, thispaper developed a series of marketing strategies implementation safeguard measures.Proceeding from building customer-oriented corporate culture, this paperreconstructed enterprise marketing management organization system. Bystrengthening sales training， building team communication channels andstrengthening process management, the building, management and control of theteam can be realized. This paper also improved the motivation mechanism of thecompany by combining material stimulating and spiritual stimulating, formulating theoccupation career development planning for employees and personal motivationmechanism. Finally, this paper constructed a new marketing system of TL company.This paper conducted in-depth research of the marketing strategy making TL asa carrier for the plastic composite pipe products. Theoretically, it will enrich theindustrial marketing theory modeled on plastic composite pipe production enterprises,and improved the plastic composite pipe industry on product marketing strategy,differentiated services, promotion strategy, relationship marketing strategies and otheraspects of specific research. Meanwhile, through the company’s existing marketingstrategy of in-depth analysis as well as the re-development of marketing strategiesand implementation aspects of the research, it offered the TL a theoretical andpractical reference. Improving the TL marketing system and the core competitivenessof enterprises effectively, it has important practical significance for enterprises tocreate economic value. The results of this study not only provide a solution for TLcompany’s marketing strategy, but also make a reference of enterprise marketing forrelated industrial enterprises.