Research On Marketing Strategy Of X Company

Along with the development of infrastructure construction and electric energy investment,the demand for electric complete equipment in our country is increasing gradually.At present,the major domestic and foreign enterprisescompete for the market through accelerating product upgrades and improving technical performance and processing technology,how to open the market rapidly,gain market share,and win customer trust and preference,become a serious problem for electric companies.For X company,the effective marketing strategy is indispensable tothe competition advantage in the fierce market.Taking X company as the research object,this paper grasps the development trend and marketing situation of the company,and designs the marketing strategy on the basis of combing marketing environment analysis theory and marketing theory,and designs marketing strategies that meet the company's future development requirements.First of all,the external environment and internal resource conditions of X company are comprehensively analyzed by PEST and five force model.The results show that the X company is facing with the government support,the international market demand for rapid,sustained and stable normal industry development,opportunities,such as challenging economic times,and the domestic industry peers,suppliers bargaining power is strong,competitive alternatives such as more than a threat.Secondly,to analyse the internal resources condition of X company,it is concluded that its advantage ability in research and development,production operation,organization structure,equipment,resources and management innovation ability five aspects,while the disadvantage is embodied in procurement outsourcing ability,marketing ability,information resources management,brand building and the lack of marketing cost management ability,etc.Then,further analysis for the X company's current marketing is unclear target market,product pricing mechanism is imperfect,limited distribution channels,sales promotion,brand reputation is low.Moreover,the application of the theory of STP strategy approach for market selection and positioning of X company,on the basis of using the 4Ps marketing mix,product strategy,pricing strategy,promotion strategy and place strategyis proposed.At the same time with many uncertain factors,respectively from the organizational guarantee,enterprise culture,team building and performance management four aspects put forward the marketing strategy of security measures,to ensure the effective implementation of marketing strategy.Finally,summarizes the research conclusion.