Marketing Research Based On Co-marketing Theory

Since 2008,the financial crisis coming,the commodity trading fell sharply and the most of shipping industry mainly relied on the commodity trading development has entered a period of slow development,ship traffic volume decreased,and demand related to the ship matching products also decreased.The supply is far greater than the demand.In this context,specializing in the production and manufacture of ship products,the orders of SCL company also appeared to decline significantly,mainly relied on the traditional product price marketing strategy has been unable to maintain the high market share for SCL in the current severe market.Many enterprises in the industry have begun to seek cooperation with other business opportunities,through joint marketing,resource sharing the advantage of the formation of their differences.Combining with the related theories of marketing management,the marketing strategies of SCL company are analyzed and found the marketing strategy The problem for SCL company according to the current market environment to adjust and adjust more suitable for the development of the company's marketing strategy,SCL company to maintain market share and market competitiveness.It will have very important practical significance.In this paper,applies PEST to analyze the macro environment of shipping industry at present,and analyzes SCL company's shipping industry environment,and the type of product and customer scope of SCL company is introduced,the characteristics of the industry and competitor analysis.Marketing strategy based on the development of shipping market.The development trend of the industry,enterprises are facing challenges one by one interpretation.Secondly,This thesis gives a brief account of the theory,strategy,basic attributes,advantages of co-marketing and the difference between combined marketing strategy from the perspective of theory.Then,the present situation of marketing of SCL company is analyzed and studied,through product,price,channel and promotion and other aspects of the analysis of the existing problems in the process of marketing of SCL company,and selected more SCL companies in the past,joint marketing activities on behalf of the successful and failed cases were analyzed and evaluated The price,to explore the success and failure reason.At the same time,also the implementation of joint marketing strategy for the implementation of security paper,only in all aspects can meet the conditions,combined with marketing plan can be effectively implemented and carried out.Finally,in the conclusion part,the author puts forward some suggestions for the later development of SCL company.