Research On Marketing Strategy Optimization Of Daily Porcelain For HGTC Company

Marketing strategy is the key to effective connection between company production and market demand.The marketing strategy that is suitable for company development needs not only the successful sale of products,but also the improvement of management level.With the continuous development of the ceramic industry in daily use,the new technology of porcelain making in the industry is constantly emerging,and the products and marketing means of competitors are constantly updated.Many companies have achieved great success in marketing through upgrading their own marketing strategies,such as Kunlun porcelain has introduced "Lu Qing porcelain" and "contemporary national kiln".Marketing concept has been widely recognized by the market.At the same time,HGTC daily ceramics company has been developing rapidly in recent years,and has also been under the huge pressure of competition from its peers.It has realized the importance of marketing and marketing strategies.It has tried to optimize and upgrade marketing strategy.It has changed from "sitting business" marketing to more "commercial" marketing from the existing "sitting business" marketing.In front of the company,the marketing concept is still lagging behind,the promotion strategy is more old,the channel construction needs to be integrated and so on,which has caused some obstacles to the transformation and development of the enterprise.Therefore,how to optimize the company's marketing strategy has become an important problem facing the company.In this paper,the methods of literature research,investigation,interview are used to make a thorough analysis of the current marketing strategy in HGTC company,and then to optimize the marketing strategy.First of all,this paper analyzes the general situation of the company,and then analyzes the internal environment of HGTC company from three aspects of enterprise resources,enterprise culture and enterprise ability,and combines the PEST model to analyze the external environment of HGTC company from two aspects of social and industrial environment,and fully explore the marketing environment of the company's development.Then,using the investigation and research method,the main contents and key points of the company's current marketing are elaborated from four aspects: price strategy,product strategy,channel strategy and promotion strategy.Finally,the company carries out STP analysis,and on this basis,it puts forward the combination of4 P marketing strategy after the company's optimization,and puts forward the safeguard measures of organizational structure,team building,human resources and so on.Through this study,HGTC can further improve the marketing level,build the corecompetitiveness,realize the development of the enterprise,and provide effective suggestions for the research of the marketing strategy of the daily ceramic enterprises in Zibo,which has important practical significance.