Research On Product Promotion Strategy Of YC Diamond Segments Production Enterprises

Since 2011,the sales volume of the national machinery manufacturing industry has been declining year by year,and the market demand has been declining rapidly.As the country’s 13 th five-year plan is unveiled,creating a stable political environment for social development,the overall economy will slowly recover.In particular,the rapid development of the construction industry as an opportunity to greatly stimulate domestic production and consumption,driving the overall return of the manufacturing industry.In the new political and economic environment,diamond cutting head manufacturers are also facing new opportunities and challenges in development.At present,the diamond blade industry is developing with each passing day.With the continuous emergence of a series of new technologies,new processes and new marketing methods,the diamond blade industry is developing towards the direction of high performance,integration and low cost.YC diamond segments production enterprise is a small and medium-sized enterprise,which has been in the rising stage of continuous expansion market since 2004.However,since 2010,the enterprise development has entered the bottleneck stage,and further improvement of operating results is limited.On the basis of fully investigating the development and sales status of the enterprise,the author makes a strategic analysis of the existing problems of the enterprise.The first is to grasp the current situation of enterprises from a macro perspective based on the comprehensive analysis of the environment for the survival and development of enterprises.Through the analysis of the political environment,economic environment,market competitors,consumer demand and internal environment in the external environment,and with the SWOT analysis method as the theoretical support,the advantages and disadvantages,opportunities and challenges in the market competition of enterprises are explored.Secondly,based on the STP theory,analysis of market environment and YC diamond cutter enterprises choose target market,YC diamond segment target customer group of enterprise customer groups in construction,mechanical processing customers,customer groups decorate class is given priority to,the enterprise comprehensive analysis by gathering information,balance under the condition of market access and its own industry characteristics,select the appropriate target market,the development of the enterprise through the powerful marketing promotion quickly occupy the market share.After analyzing the product promotion status and existing problems of YC diamond head enterprise,this paper puts forward advertising investment strategy,channel strategy,marketing personnel strategy and public relations strategy.