Research On Domestic Marketing Strategy Of KD Drilling Tools Company

For small and medium enterprises, the choice of marketing strategy is essential for the development of enterprises, especially for export-oriented enterprises to the inward looking in the process of transition. Good marketing strategies contribute to the smooth transition and rapid growth of the enterprise.KD Rock Tools Co., Ltd rely on the production and management of specialized products, succeeded in opening the international market, and continuous development, However, in today’s society, market-changing, world economic vagaries of the environment, Especially after the2008financial crisis, Chinese economy has improved greatly, China has attracted worldwide attention, If KD Companies want to continue to develop and grow, only foreign markets is not enough. If we want to enlarge, entered the domestic market is extremely urgent for KD Company, what kind of marketing strategy, fast and accurate access to markets, the enterprise must need to think about the problem.This article is based on the true needs, apply economics and management-related theory (Such as the theory of industrial structure theory, resource capacity, customer value theory, theory of value chain and industrial cycles) to analysis KD company, and give KD company the domestic market of the company’s marketing strategies.This article is divided into seven chapters, Chapter one focuses on company background and significance of subject selection, basic content and the logical framework, research methods, possible innovation and insufficient.Chapter two focuses on mining machinery industry and related industry, drilling subdivision theory explains fundamental concepts such as; Chapter three carried out a detailed analysis of the external environment in the domestic market, applying PESTEL analysis framework to analysis political, economic, social, technical, legal, environmental and other macro-environmental factors. Application of value chain theory, industrial cycle theory, Porter’s Five Forces Model and strategic group analysis to analyse and determined the market orientation of KD Company;The fourth chapter use Resource-based Theory to analyses the tangible,intangible resources and capacities of KD company, use of VRIO frame analysis to identify the core resources and capabilities, provides an analysis of stakeholders at the same time; The fifth chapter use SWOT analysis model to analyse KD’s strengths, weaknesses, opportunities and threats. Determine the concrete implementation of marketing strategies and control from brand strategy, marketing strategy. The seventh chapter has put forward a proposal of policy recommendations, further research and conclusions for KD. The innovation of this article is that it illustrate KD company as an example, combining the reality, analysis the system of export-oriented small and medium enterprise how to develop the domestic market of a smooth transition, it can be used as an instance for management experts and explore the development of small and medium enterprises in the domestic market.Small and medium enterprises must be according to their own environment, industry, product characteristics, select the appropriate marketing strategy for their own. Of course, this article also has some shortcomings, because market and competitors are changing, our suggestions and programmes is lack of dynamic competition analysis of the elastic, which requires companies adjust themselves according to the characteristics of the market in a timely manner without immutable and frozen.This research is helpful for future development of the KD company, and it is also has a great significance for export-oriented to the transformation of the inward-looking and constantly exploring the development of small and medium enterprises of the domestic market.