Research On Marketing Strategy Of Z Group Nylon Chemical Co.,Ltd.

Taking "Industry 4.0","Internet +" and "Made in China 2025" as the background,and taking Z Group Nylon Chemical Co.,Ltd.as the analysis object,this study focuses on the theme of optimizing the marketing strategy of the nylon chemical company,drawing on previous sources Based on basic theories,customer relationship management concepts,platform connection theories,service innovation theories,industrial clusters and collaboration,and other relevant theories,comprehensive analysis is carried out using empirical methods such as questionnaire surveys and financial statement analysis.Issues:(1)Affected by severe global economic downturn and tight Sino-U.S.Trade tensions,companies' current product mix,promotional methods,channels,and pricing methods cannot cope with complex market changes;(2)The implementation of service innovation and collaborative marketing needs to be strengthened;(3)Limited by the inertia of marketing thinking,there is still room for improvement in maintaining customer relationships and understanding customer needs.Specifically,this research mainly combines industrial product marketing and strategic marketing theory to build a research framework.Firstly,analyze the macro,micro and industry competition environment and emphasize the company's key resources and capabilities,and at the same time summarize the company's advantages and disadvantages;secondly,based on 6Ps to analyze the company's existing marketing strategy and existing problems in detail;again,use customer satisfaction survey and the consumer's cognitive behavior survey method to locate the target market;finally,put forward targeted optimization strategies and safeguards.Through the above research methods,this research draws the following main conclusions:(1)From customer satisfaction survey and consumer cognitive behavior analysis,it can be seen that in the current complex and fierce competition environment,companies improve their product quality and technical content is the core key,and need to use platform connection,service innovation,collaborative marketing strategy to obtain New market share improves corporate profitability.(2)It is found that in the process of exploring the market,enterprises can not only start from the perspective of products,but also focus on the driving factors to achieve user goals,understand the current problems in the market,find the real pain points of customers,and maintain interaction with customers and business experts.(3)Different from consumer product marketing,industrial product marketing is more complex and rational in terms of customer choice,relationship maintenance,and operation mode.The decision-making chain organization of purchasing customers is used as a breakthrough to explore the preferences of decision-makers,purchasing personnel,influence and gatekeepers in the procurement team in detail,which plays a vital role in the formation of a firm B2 B marketing chain.This research focuses on the characteristics of the company's own resources,which is conducive to the construction of a marketing mix model suitable for Z Group Nylon Chemical Co.,Ltd.,and strives to promote the complementarity of resources among enterprises,the overlapping of advantages,and the promotion of product differentiation and added value to increase corporate market performance and finance Performance.At the same time,improve the company's existing marketing measures from multiple perspectives such as platform connection,service and collaborative marketing to achieve the purpose of providing guidance for the marketing strategy innovation practice of China's manufacturing companies,especially the nylon chemical industry.