ERG Marketing Strategy Research

Since the collapse of international crude oil prices in 2014,the world's major oil companies have suspended or stopped the oil mining industry investment,they have restricted output or shut down oil fields.So international oil drilling exploration equipment industry started to loss money.The related Chinese enterprises,which are the biggest export companies of oil equipment industry in the world,are facing the serious challenge of life and death.This problem is very common in the oil equipment industry.This paper,using ERG as an object of study and adopting Michael porter's strategic marketing theory and 4Ps theory and SWOT analysis and relationship marketing theory,discusses the marketing problems of ERG and policies and situation of the industry,and finds out its opportunities and advantages and the disadvantages and the threats,clears the key of ERG marketing.Finally,based on the relationship marketing theory,this paper points out the corresponding market positioning for ERG,and analyzes the relevant marketing strategy and implementation plan.The relevant supporting measures are put forward.As one of largest domestic oil drilling equipment base of production and export,established in 1960,ERG experienced huge changes from the planned economy to the market economy;as one of the first enterprises to go to the international market,ERG also experienced the market competition,and have made great progress in research and development and manufacturing.But in the face of a sudden decline in crude oil prices,and a downturn in international and domestic market demand,although in order to reverse the situation,ERG has adhered to business of oil and gas equipment and service,and adapted to the low oil price,and enhanced the international market marketing,and strengthened the domestic marketing,but the effect was not satisfactory.Based on the theory of marketing strategy and relationship marketing theory,this paper analyzed the basic situation and marketing status and marketing organization and strategy of ERG.The method of combining quantitative analysis and qualitative analysis,as well as empirical analysis and comparative analysis are used in this paper,finds out reasons for the decline of ERG business and its lack of complete marketing concept:the lack of pre-sales service,as well as incorrect sales price,not excellent product quality,limited marketing channel and prornotion strategy.In this paper,the ERG marketing strategy system is designed to achieve the ideal sales performance:in the product strategy,to improve the influence of the product,strengthen the brand construction,and make the brand publicity,enhance brand image,but also improve the after-sales service level of the ERG products.In terms of price,ERG should strengthen the price advantage,and control the cost and enhance the competitiveness of its products.In the promotion,there are many ways and means can be used:using the bidding,exhibition,network marketing,equipment demonstration manufacturers,financing leasing and other ways to promote the products.In competition,for ERG it is necessary to enhance the competitiveness of financial institutions,and to resolve the problem of vicious competition from the perspective of industry.In the relationship marketing strategy,ERG should improve the quality of service,maintain customer relationship and form a word-of-mouth effect.This paper also puts forward some suggestions on the implementation of marketing strategy improvement measures,and proposes to improve the existing marketing management framework,sets up customer service groups including employees from production,sales,after-sales,and technical departments.The forward marketing structure is flat,the information can be shared in the customer group,so ERG can provide the most comprehensive service for the customer.In this paper,puts forward the relevant suggestions for the management of customer service groups,such as selection,training,incentive and supervision,it makes the enterprise improve the marketing strategy.In analyzing and solving the problem of ERG marketing,at the same time,this paper tries to help other companies of oil equipment industry get out of the same trouble and realize sustainable development.