Research On The Marketing Strategy Optimization Of B&S Company

After more than 40 years of reform and opening up.China has made great achievements that attract worldwide attention.In 2010,China s GDP surpassed Japan's to become the world's second largest economy.After years of rapid economic develpopment.China's current economic development has entered a new normal.It has changed from a high-speed grwth stage to a high-quality development stage.The extensive growth in the past,which mainly relied on factor input,scale expansion and ignored quality benefits,has brought many adverse consequences,such as the resulting problems of overcapacity,increased leverage,increased risks,low efficiency and insufficient competitiveness.The development mode in the past at the expense of environment and resources needs to be completely changed.The high-quality development stage will show the following phased characteristics:first,the economic growth rate has gradually decreased from the high-speed growth of about 9%in the past to the current growth of about 6%.Second,we must change to the mode of pursuing high-quality and high-benefit growth.Third,accelerate the market-oriented reform that is conducive to giving full play to the decisive role of the market in the allocation of resources.Under the background that China's economy has entered a new stage of development,and under the marketing environment of overcapacity and increasingly heated competition in the industry,it is particularly important for traditional enterprises how to create comprehensive competitiveness through optimization of marketing strategies and innovation of marketing modes and to walk out of a sustainable development road with their own characteristics that conforms to the actual situation of enterprises.B&S Company is a listed company specializing in the production of plastic pipes.It has a high reputation in the industry.The company has had a brilliant period of rapid development and is currently facing the bottleneck of development.There are both external and enterprise reasons.Facing the new market environment,opportunities and challenges coexist,enterprises need to transform and upgrade,and are looking for new breakthrough points.B&S Company has a strong representation in the industry and is worthy of in-depth study.This paper takes B&S Company as the research object,through searching and sorting out relevant documents,and conducting a questionnaire survey on B&S Company.and comprehensively using the marketing theory and marketing strategy analysis tools,analyzes the external and internal environment and marketing status of B&S Company,and points out the problems existing in the marketing strategy of the Company,namely unreasonable product structure,insufficient innovation,chaotic price management,single sales means.backward Internet thinking,ineffective sales team construction and management,and insufficient service awareness.After market segmentation and target market selection,market positioning is carried out.and on the basis of 4P theoretical analysis,targeted marketing strategy optimization schemes are put forward,including:adjusting product structure,establishing innovation mechanism,strengthening capacity cooperation,scientific pricing,channel selection and optimization,digital marketing,building up a strong sales team,etc.At the same time,it puts forward safeguard measures for the implementation of B&S Company's marketins strategy optimization planThis article through to B&S company marketing strategy optimization research,on one hand may help this company to correctly understand in the marketing management existence question,through unifies the marketins theory and the enterprise actual situation,proposed has the pointed and the feasibility marketins strategy optimization plan,helps the enterprise to strengthen the marketing management and the marketing innovation,thus enhances the enterprise competitive ability,has the instruction function to B&S company's development,on the other hand,may also provide the reference function to the similar company's marketing management work.In this paper,some innovations have been made in the research on the optimization of marketing strategy of B&S Company.