Research On The Improvement Of Marketing Strategy For AF Portable Air Compressor Company

AF company's portable air compressor since entering the Chinese market at the beginning of this century,,later than other brands in the world,make full use of their technical superiority and joint venture sales service system,to make a positive contribution to China market economy,market economy in Chinese set a good image.But in the Chinese market,there are many problems,such as:lack of market awareness,market share and its status in the international market,etc..AF company should make full use of its own technology,services and other aspects of the advantages,grasp the opportunity to increase market demand and other aspects,to avoid their own weaknesses,to deal with the threat of more intense competition in the market.At the same time,more accurate market positioning,the development of effective product marketing strategy.This article is mainly aimed at the current situation and problems of AF company's industrial products marketing,such as the marketing organization structure,the proportion of large customers imbalance,short-term marketing strategy,etc..First of all,we use PEST to analyze the macro environment of AF company,including four aspects:politics,economy,society and technology.Then use the Potter five forces model to analyze the industry environment,including competitors in the industry,potential entrants,mobile air compressor alternatives,suppliers and customers.Then using SWOT matrix,the external market opportunities and competitive threats,internal technology and other advantages and disadvantages,such as a detailed analysis.The next step by STP theory,from the geographical and industry market segmentation,target market selection of AF company and the final market positioning,finally using 4P theory,from the product,price,channel and promotion of these four aspects,to develop new marketing strategies of AF company.At the same time,according to the new marketing strategy,put forward a series of security measures,such as marketing organization structure,brand building,technology innovation,service system,and to break through the bottleneck of AF company encountered in the marketing aspect,further improve the AF company's portable air compressor in Chinese market share,to lay the foundation for the company in the future development of Chinese.