The Research On J Company Marketing Strategy Of Bolts Fasttening Solutions

With depletion of resources and continued deterioration of environment, the developing trend of Fastener industry as general component is bound to be efficient and durable and energy-saving and environmental protection. It means the backward production capacity will be replaced by advanced technology. Accordingly, the requirement of installing the fasteners precisely have also increased, so that the demand for high precision fastening tools is increasing. However, now the high-quality fastener tools are mainly imported and domestic goods is still in the imitation or improvement of imported goods. Domestic manufacturer lack of innovation. These factors make the domestic fastener tools enterprises often adopt the low price competition, even malignant price competition. It means, thus forming a vicious circle of backward technology, low price sales, low profits, weak innovation. In such circumstances, J company is used as a fastener tools manufacturer, the product in a particular industry has a certain reputation, but in order to jump out of the low price competition circle, according to customer demand, research and development of industrial safety fastening solutions and the preload data cloud management system products, so as to take J company to enter a new competitive market, then how to adjust marketing strategy of the company, this is the first problem to solve.In this paper, from the perspective of marketing strategy, based on the related theories, analyzes the J company’s external environment and internal resources. According to the market demand and industry competition characteristic, defining the company’s future product portfolio, and will take the differentiation competitive strategy. In addition, how to ensure the marketing policies are implemented smoothly, also puts forward specific measures.