The Research Of The XYG Company Marketing Strategy

In the first ten years of twenty-first Century,enterprises are facing severe challenges.How to survive in the cruel market economic environment and achieve good performance is an important issue that enterprises must face.In the context of the world,the U.S.market economy is ahead of the rest of the world,but after the economic crisis is in the recovery phase,the U.S.economy has also been hit hard.Large scale enterprises in Europe,due to the development of earlier,more old marketing model,is currently in a period of reform and improvement.Asian economic development started late,but developed rapidly,especially in Southeast Asia.At the end of 1970 s,Chinese reform gave birth to the market economic system,and enterprises to a market economy,when facing unfamiliar business environment of market economy,marketing theory will arise spontaneously impulse.Of course,the theoretical innovation of marketing is a process of continuous development and deepening,in which a number of new mature theories have been gradually incorporated into the discipline system of marketing.In this paper,a state-owned subsidiary of XYG company's marketing strategy as the research object,in-depth analysis of the current domestic and foreign about the basic theory and theory of marketing,in-depth analysis of the current domestic and foreign manufacturing problems,as well as the company's existing problems and opportunities facing.This paper points out that the company marketing strategy has the problems of fuzzy product positioning,confusion of pricing standards,lack of channel management and single promotion mode.By using the SWOT analysis method and the Potter five forces analysis model of comprehensive diagnosis,proposed to adapt to the development of XYG company 4P marketing strategy mode,Namely product strategy,price strategy,channel strategy,promotion strategy.and provides a reference to XY company's marketing development corporation.