Study On Marketing Strategy Of LuoYang LongYue Machine Manufacturing Co,ltd

Foundry industry is the foundation of manufacturing industry,is the basic industry of the national economy. The 12 th five-year plan’s is an important period of economic transition and sustainable development, and is the key period of rapid development of foundry industry. At present, medium and small enterprises are the main groups, existed the characteristic of low average yield, low added value, large working group, big energy consumption and raw material consumption. With the increasing competition in the market and marketing revolution brought by the Internet, marketing strategies of Luo Yang Long Yue were far behind, have phased out of touch with the rapidly changing market demands and has become the bottleneck of the development.The main contents of this research are as follows:Firstly, the paper briefly explains the background and significance of the research, the research status at home and abroad, the research content, the research ideas and the research methods.Secondly, this paper focuses on the analysis of marketing present situation and the existing problems of Luoyang Long Yue. The paper introduces the operating situation from the basic general situation, organization, main products, financial situation and enterprise culture. The paper analyzes the marketing status from sales revenue, cost of sales, cost of sales, new customer development, marketing management level. And we point out the existing problems that Rules and regulations implementation is not in place,quality and ability of marketing troop levels is not neat, the brand influence is lack, the promotion strategy is single, service after sale management system is lagged, period of sales payback is long, and settlement way is backward.Then, we analyzed the marketing environment, on the macro environment by PEST model, on the micro environment by Potter’s five forces model. Finally, we combined with the own environment for the SWOT analysis. According to the analysis of the former three chapters, we formulate the marketing strategy of Luoyang Long Yue guided by the 4P theory, including product strategy, price strategy, channel strategy, promotion strategy.At last, we work out the corresponding measures to so as to ensure the smooth implementation of marketing strategy, and put forward to strengthen talent management, establish a scientific performance evaluation and incentive mechanism, strengthen cultural construction, strengthen and adjust the company’s departments, establish the shared information management system and establish the integrated marketing communication system and so on.