Research On Improvement Of Marketing Strategy Of K Company

In recent years,China's rapid economic growth,China's manufacturing development is gratifying,machinery manufacturing,equipment manufacturing and other industries flourish,as its production process of essential supplies of bimetal band saw blade market demand also increased dramatically.K Company has been established for nearly 30 years has been committed to bimetal band saw blade processing and sales,the development of related industries has brought a good development opportunity for k Company;however,the large influx of double metal band saw products and the increase of the strength of the domestic bimetal band saw Blade make the market competition of the double metal band saw blade further intensified,So that enterprises are facing unprecedented challenges.This paper analyzes the internal and external environment of k company with 4 p,STP and Pest as the research tool.Based on the analysis results,SWOT analysis is made on the advantages,disadvantages,opportunities and threats of the enterprise,and the author tries to summarize the problems and improve the strategy from the angle of 4P marketing combination(product,price,channel and promotion).There are some problems such as lack of supporting products,low pre-sales service level and insufficient investment in brand construction,so we should increase the supporting products,improve the service quality and strengthen the brand construction to improve the product strategy.There are some problems such as low adaptability of pricing strategy market and lack of incentive to the rebate form of dealers,which should be adjusted in the end market price and channel price.Channel strategy exists the problem of imperfect channel construction and Imperfect network channel,we should strengthen the management of middleman and expand the network marketing channel to improve the channel strategy.Promotion strategy has a single promotion form,the network propaganda information is not unified and so on,should make the promotion various forms as well as the network propaganda information unification and so on promotion strategy improvement.In order to ensure the smooth implementation of the improved marketing plan,the paper puts forward the guarantee suggestion.In this paper,the improvement of K company's marketing strategy is to improve the marketing management level of k company and provide some reference for the development of the overall marketing plan of the small scale industrial product sales enterprise.