Study On Countermeasures Of HL Nixing Marketing Problems And Improvement

Qinzhou nixing pottery is one of the four famous pottery Chinese,after the reform and opening up,due to the political change,industrial development environment changes,consumption patterns and other factors,the influence of Qinzhou nixing pottery weakness.Along with the national The Belt and Road strategy and promote the Beibu Gulf Economic Circle strong rise,Qinzhou entered a golden period of rapid development,the ancient nixing pottery also ushered in a new development opportunity.HL company is Qinzhou nixing pottery a medium-sized nixing pottery manufacturer,due to the lack of advanced marketing idea,product marketing is still in the lower stage of marketing.This paper from the modern marketing perspective,explore the new era of marketing is the way for HL company to Chinese nixing pottery,the contribution to carry forward traditional culture.Based on the research of marketing strategy on the related theories,the current situation of the development of in-depth investigation of HL nixing pottery company,using literature research method,investigation method,theoretical analysis method,using PEST analysis model,SWOT analysis method and the Potter five forces model and other tools,to explore suitable for the development of a new era of STP company's marketing strategy and 4PS marketing strategy,achieve business goals of making some contribution to the HL of nixing pottery also hope to company,provide a useful reference for other enterprises of nixing pottery.First of all,the paper on the basis of relevant theoretical research,to analyze the HL company's marketing environment of nixing pottery.This paper introduces the HL nixing pottery company's development and production process,then the PEST analysis from four aspects of politics,economy,society,science and technology,combined with Potter's five forces model and total demand analysis,carried out analysis on HL nixing pottery company marketing external environment.Secondly,it analyzes the internal environment of marketing with the internal resources and marketing capabilities.Finally,based on the HL analysis of internal and external,macro and micro environment,analyses its advantages and disadvantages,opportunities and threats by using SWOT matrix in depth,which will lay the foundation for the improvement of marketing strategies.Secondly,the paper analyzes and discusses the HL company nixing the problems in marketing.Environmental analysis and on-the-spot investigation,the author thinks that based on HL,the company's current nixing pottery mainly exist the problem of product positioning is not clear,the target market dislocation,sales channel is too narrow,lack of brand publicity,and analyzed the reason of marketing problems,for the design of needle improvement countermeasures of marketing strategy and marketing mix strategy.Finally,according to the existing HL nixing pottery company marketing environment analysis and marketing problems,puts forward some countermeasures of marketing.In the STP marketing strategy improvement countermeasure,based on demographic factors and psychological factors of adolescent subdivided into the pursuit of innovative young people who love the collection of the elderly four target population and maturity of young people,the pursuit of fashion and lifestyle of middle-aged people,and in the light of the four target groups consumption characteristics described,combined with the production capacity and the sales situation of HL nixing pottery company,selected the maturity of young and middle-aged two target markets.This paper continues to market positioning and product positioning with the company's products,products will be divided into the image of star products and products,take the amount of the product,according to the product positioning of the product demand different design,and the use of nixing pottery "FMCG" ideas put forward three key products not on the same level,the main target market.In the 4PS marketing combination strategy improvement strategy,around the product,the price,the channel and the promotion four aspects proposed the concrete marketing strategy improvement plan.Product strategy,product classification,based on the HL company nixing pottery needs to be strengthened in the three aspects of the form of products,additional products and potential products,rich product styles,extending the company's suggestions to improve service level and the implementation of CS strategy,appropriate products.At the same time,HL company currently nixing pottery product categories were re combing the market,and designed three kinds of market breakthrough products according to the market situation.In terms of price strategy,the corresponding pricing strategy is formulated for the image products,profit products,the amount of products and special products.Channel strategy,according to the sales channel of HL company nixing narrow current situation,put forward the line on the line and channel development strategy combination.This article from the promotion strategy,advertising,personnel promotion,sales promotion and public relations in four aspects,the suggestion to HL product promotion are proposed nixing pottery.Based on the domestic and foreign advanced marketing theory,the existence of HL nixing pottery market marketing problems put forward specific suggestions,for the company in the new market environment and how to carry out marketing management,expand market share,and provides a new way of marketing,the application value of the more prominent.