The Construction Of Technical Marketing Research On EM Company

EM is the largest domestic manufacturer of silicone products.In 2016,it completed the integration of upstream and downstream industrial chains,forming a complete industrial chain structure of silicone.According to the company's development strategy planning,it will vigorously promote silicones in construction,electronic appliances,electric power and new energy,medical and personal care,textiles,industrial additives,daily necessities,transportation and other downstream fields,the end customer group will also change,from the original mode of supplying raw materials to downstream manufacturers into a direct to produce silicone products that meet the requirements of end customers,the original traditional marketing model can no longer meet the requirements of the current market.It is necessary to build a new technical marketing system according to the changes in the end market structure to meet the requirements of the specialized market and enhance the overall competition of the company.Due to the particularity of the downstream application of products,professional technical personnel are required to guide the sales process,combining product knowledge and application technology,so as accurately provide customers with suitable products and better meet customers' needs,including product demand,service demand,technical demand and solution demand.Therefore,in the process of marketing,product,service and technology should be organically combined to build the overall concept of sales that is technology marketing.Starting from the background of the development of technology marketing,this thesis introduces the purpose and significance of the research,compares the concepts of marketing and technology marketing as well as the advantages of technology marketing,analyzes and understands the relevant theories of technology marketing,and studies the macro environment and current situation of the development of silicone industry.By using SWOT strategy analysis and questionnaire,this thesis analyzes the existing problems of EM company's technology marketing,and puts forward the design and construction of EM company's technology marketing system from the aspects of target market selection,system framework construction,technology marketing strategy,technology marketing performance evaluation,technology marketing system construction and safeguard measures implementation.The purpose of this study is to accelerate the transformation of EM company from traditional marketing to technical marketing,improve the overall competitiveness of the company,and better meet the requirements of the market.