Research On Marketing Strategy Based On S Company's N Product

The shipping industry has essential influence on the national economy and the construction of national defense,provides the transportation for the worldwide trade and the exploitation of marine resources.Since the beginning of this century,Chinese shipping industry has a prompt advancement,which strikes the attention of the whole world.And with the constant ascending of the ship demand,as shipping's major fittings,N product will enjoy a significant market.Therefore,this paper based on S company,according to current situation of its N product sales,probes into the marketing strategy of the company,in order to find problems and correct them,continuously improve the market share of the company's products.First,marketing theory were summarized and know about the marketing theory development course,the classic STP theory,marketing mix theory and the theory of marketing environment analysis.Through the domestic and international marketing research,proposed the research question: research on marketing strategy based on S company's N product.Second,S company's internal conditions were summarized,including the main business of the company,management structure and performance,etc.Focused on introduce of the marketing present situation of the company's N product.and through the marketing case analysis showed that the main problems existing in the marketing of the company's N products: unclear market target,single marketing channel,backward marketing method,marketing team and sales management system is not sound.Third,using the theory of marketing environment analysis of S company's current marketing environment,including macro environment,industry environment,and combined with the company's internal environment,using the SWOT analysis,make clear the company's internal advantage: product quality,company reputation,etc.And the N product price is too high is the main disadvantage.At the same time,external policy support provides a perfect opportunity for the company.The emergence of potential competitors also the relative threat for the company.Those are all the foundation for the establishment of S company's marketing strategy.Fourth,according to the problems happened at S company's N product marketing process and the current environmental conditions to improve the company's marketing strategy,which is suitable for the company's new tailored marketing strategy.Including the target market positioning,price strategy,channel strategy,promotion strategy and brand construction.The paper make clear the company's main target market is Guangzhou port,Cangzhou Bohai port,Qinzhou port,Yantian port,Zhuhai port,Zhenjiang port,Fuzhou Fuyuan port,Yangjiang port,Nanjing port,Tianjin port.Sales of products plus services strategy,spare parts and other preferential policies are launched to reduce the weakness on price.Increase secondary agents,form an alliance to broaden sales channels,improve N products market share.In the aspect of sales promotion through an active part in all kinds of maritime communication meeting,held seminars,conference and advertising investment,improve the product of the industry recognition.In the aspect of brand building,establish double brand of products and services.On this basis,get the expected effect of the marketing strategy implementation.Finally in order to ensure above marketing strategy to achieve good result,from establishing the professional marketing team,set up scientific marketing management mechanism,and create the unique enterprise culture to put forward the corresponding security measures.This paper provides theoretical support and practical guidance for S company's N products marketing decisions,promote S company's N product marketing level,and improve the company's sales performance and market competitiveness.At the same time,this study also provide certain reference for product marketing strategies for the same type of small and medium ship enterprises.