Research On Marketing Mix Strategy Of DY Company

With the national economy and the people and the demand for high quality of life,environmental factors become more and more countries and people’s concerns,continue to promote the automotive and rail transportation lightweight,low carbon environmental protection,green concept of sustainable development,especially the "energy saving and new energy automobile industry development plan(2012-2020)" put forward,for magnesium products brought rare development opportunities,to catch up with the national strategy of bus each enterprise is yearning,but from the national strategy in the development of enterprises,expansion of enterprises,enterprises and enterprises in the home front.As one of the many manufacturers in China,the competition faced by DY company is very fierce.But at the same time,our country continues the urbanization development strategy and the Chinese industry transformation,this has given the DY company opportunity and the challenge.This paper is based on the current situation of DY company and product characteristics,through the marketing environment analysis,competitor analysis,customer demand analysis,market segmentation,target market,product positioning,improve marketing strategy,help enterprises to establish a market advantage.First of all,this article from the political,economic,technology and other four aspects of the macro environment analysis of magnesium industry present situation,competitor analysis,followed by the DY company’s main customers are analyzed and the industry and analyzes five forces model analysis and DY analysis of SOWT and enterprise marketing situation.Again,In this paper,DY company’s marketing strategy in the price,product,channel,promotion four aspects of the use of fuzzy evaluation method which lays the foundation of marketing strategy,finally the DY company product strategy,price strategy,channel strategy,promotion strategy,a full range of design,put forward their own features,the marketing strategy of strong operability,and the marketing strategy is the conclusion of analysis.I believe this research can not only help the DY company to develop,but also provide some reference for other companies in the colored financial industry in the formulation of marketing strategy.