KX Company's Precision Metallurgical Equipment Marketing Strategy Improvement Research

Although the steel industry has got the rapid development in the last twenty years and Chinese crude steel production in 2013 ranked first in the world,serious excess capacity,structural unreasonable and other problem still exist.Iron and steel industry of China still depends on the input of resources,energy and labor.Excess capacity leads to industry downturn and market weakness.Although the national "Twelfth Five-Year Plan" and"Thirteenth Five-Year Plan" have introduced the relevant industrial structure adjustment policies,it is necessary to upgrade the equipment level of metallurgical equipment and take the high-end brand route only by relying on the policy to solve the problem.That makes precision metallurgical equipment has become a hot steel equipment industry,research on its product positioning,marketing has become an imminent problem.This paper will focus on the current situation and existing problems of high-end metallurgical equipment,review and summarize the relevant marketing and management theories.Take Xi'an Jierui Precision Metallurgical Equipment Co.,Ltd as an example to study its marketing status.Focusing on the analysis of STP theory,product marketing theory,big customer marketing theory and program marketing theory.At the same time,based on the logical thinking of previous research,this paper explores the guiding role of marketing theory in the marketing practice of precision metallurgy equipment through the full use of PEST analysis,Boston matrix,five force model and SWOT analysis.Analysis and extraction to help me in the settlement of KXcompany's product marketing issues,put forward the corresponding marketing strategy.In this paper,the purpose of the analysis of KX Precision Metallurgical Equipment is to analyze the macro environment,product market and competitive environment of Chinese precision metallurgical equipment market.The SWOT analysis was used to analyze the operating environment of KX,and the corresponding competition and market expansion strategy of KX company were obtained by cross matching of SWOT matrix.This paper constructs a large customer service marketing system of KX company and summarizes the key elements.It puts forward the corresponding implementation measures for the establishment of large customer information database,communication and relationship establishment with customers,organizational structure adjustment,service management,marketing evaluation mechanism and method.