Research On Marketing Strategy Of Xinjiang PuYao New Building Materials Co.,Ltd

In recent years,with China's increasingly high position in the world stage,all walks of life have ushered in opportunities for rapid development,especially the rapid development of the construction industry and the automobile industry,which has led to the rise of relevant new building materials enterprises.Driven by the favorable policy environment,macro-economic environment and broad external investment environment,the construction glass industry and automobile glass industry will have a bright future.Under this macro background,Xinjiang,as the core area of the Silk Road Economic Belt construction,is directly connected with the two major markets at home and abroad,which is not only a major historical mission,but also an opportunity for economic development.In order to fulfill the mission and seize the opportunity,enterprises must improve their market competitiveness and product quality.The requirements of new building materials industry for enterprise glass are increasingly developing towards environmental protection,safety and low radiation.Consumers pay more attention to the use value of glass under the premise of safety.Xinjiang PuYao new building materials Co.,Ltd.is a young float glass enterprise in Xinjiang.Although the revenue of tea products is increasing year by year,its geographical position,facing the competition of many big brands,must continuously improve the quality and technology of products,in order to be in an invincible position in the market.This paper analyzes the advantages,disadvantages,opportunities and challenges of the company's glass products in the market competition through SWOT tools,and analyzes the company's own organization management,product positioning,resource allocation,marketing channels,etc.;with STP marketing strategy theory as the support,make full use of the favorable conditions of the surrounding areas,such as regional location,talents,transportation,technology,etc.,combined with the surrounding external macro According to the results of environmental analysis,the market segmentation and target market positioning are carried out for the products;according to the actual situation of the company and the target market,with the support of 4P marketing theory,the internal resources of the company are integrated to formulate practical marketing strategies for Xinjiang PuYao company.Based on the analysis of STP marketing strategy and 4P marketing theory,this paper has worked out the marketing strategy in line with Xinjiang PuYao company.Through the steps of market segmentation,target market selection and market position,the market selection and positioning with competitive advantages are determined to adapt to the actual business environment of the industry.In the 4P theory,the company's marketing should be done well from four aspects of product,pricing,channel and promotion.The product should be specifically from five aspects of product quality,positioning,specification,packaging and brand;the pricing should be specifically from three strategies of value oriented pricing,competition oriented pricing and combination pricing;the channel should adopt multi-channel,channel intensive cultivation,channel innovation(network,intermediate distributors),etc In terms of promotion,we should do a good job in marketing from the aspects of hardware equipment and software culture.Throughthe above marketing methods,let the company occupy the local market,improve the performance of Xinjiang market and continue to expand the market outside Xinjiang,so as to improve the competitiveness and market share of the company's products,in order to provide reference for the marketing strategy of Xinjiang PuYao company's glass products.