Domestic Marketing Strategy Study Of W Valve Company

W Company is a listed company specializing in the valve industry for water supply and drainage.The company mainly produces drainage valve fittings and other products,The developed countries are the main markets,the proportion of the company's product exports to main business revenue more than 80%?After the outbreak of the international financial crisis,the economic recovery of developed countries is slow,the growth rate is declining and the global economic growth prospects are still uncertain,the company is facing a certain risk of overseas market expansion.In the domestic market,the company set up a domestic marketing center in 2012.,The expansion of the domestic market is almost at a standstill.This paper uses the knowledge of company strategy and marketing through the methods of literature analysis,induction,qualitative and quantitative analysis to deeply study the development situation of domestic and international valve market of water supply and drainage and to discuss the development opportunities and trends of domestic valve of water supply and drainage.According to analyzing the development status of W Valve Company and the advantages and disadvantages of the company in detail,this paper puts forward the marketing strategy of W Company in the domestic market as well as the resources guarantee of the implementation of the marketing strategy.This article is divided into Chapter 7.The first chapter mainly expounds the research background and significance,research content,research methods.The second chapter introduces the relevant theories referred to in this paper.The third chapter objectively describes the w valve company's development status,company capacity,company problems.Chapter four uses pest environmental analysis,SOWT analysis and five-force model to analyze the marketing environment of w valve company.The fifth chapter determines the company's competitive strategy and market positioning,and through 4P combination to develop the company's market development strategy.Chapter 6 puts forward the resource guarantee of W valve company to implement marketing strategy.Chapter seven is the conclusion.This paper summarizes the whole paper and puts forward the research direction and key points in the next step.Through the research,this paper considers that the valve industry of the water supply and drainage in our country has the huge development opportunity.In addition,the high-end products such as the large caliber valve and so on are in greatdemand while it actually faces the problem of the production capacity insufficiency situation in the domestic.W Valve Company's advantage lies in having strong research and development ability,production capacity,quality control ability while the disadvantages are that its brand popularity in the domestic market is not high,marketing channel and logistics system are not perfect and so on.Therefore,the company's market positioning is "high-end,professional,intelligent".The company should adopt the cost leading strategy in the short term and the differentiation strategy in the long term.In addition,the company should adjust from the aspects of R & D,production,logistics,market promotion and management to ensure the implementation of the marketing strategy.The innovation of this paper lies in taking W valve company as an example,combining theory with practice,systematically analyzing the influence of different marketing environment at home and abroad on the marketing strategy of export enterprises in China.In particular,the target market for infrastructure construction and water conservancy projects of enterprises.The research in this paper is not only of great practical significance to the development of W Company in China,but also of reference value to the future distribution of upstream and downstream enterprises of water supply and drainage in the domestic market.