Research On The Marketing Strategy Of AK Company

Property insurance is a As China's economy enters the "new normal",the competition environment of architectural coatings industry presents the situation of "stock game,weak meat and strong food".For AK company as the industry leading enterprises,when making marketing strategy,the need to "Internet + coating" strategy to manage all aspects of,and with the help of the Internet means to achieve real "take the customer as the center".Based on large data,customer relationship management,precise marketing theory as the theoretical basis,AK company selected architectural coatings manufacturing enterprise marketing strategy as the research object,in the architectural coatings industry overall growth is slowing,enter the stock market competition at present,this paper takes "Internet marketing" as the main train of thought,put forward the concept level,the infrastructure level,customer level marketing strategy plan,made up for the inadequacy of the company's existing marketing strategy.This paper is divided into three parts:Analysis of the current situation,existing problems and causes of the marketing strategy: after a brief introduction of the basic situation and marketing strategy of AK company,the problems existing in the current marketing strategy of AK company are summarized,and the causes are summarized from the two aspects of big data and Internet thinking.Environmental analysis part: this paper adopts PEST analysis and 3C strategic model to make a comprehensive analysis of AK's macro environment and industrial environment.New marketing strategy plan design part: first,introduces the scheme design of AK company marketing strategy,from the theoretical basis,strategic basis,practice three aspects elaborated the marketing strategy based on the basis of a solution.The new marketing strategy divides the whole marketing system into three levels: Firstly,the concept level,the establishment of customer-oriented management philosophy;Secondly,infrastructure level,to improve the big data system and CRM system as the main content;Thirdly,it is the customer level,the strategy on the segmentation: in engineering channel customers,take the customer as the center,based on the theory of 4Rs marketing theory,from the association,reflect,relationships,paid four dimensions to implement relationship marketing.Implement Internet marketing strategy for retail customers with user thinking,connection,hot style products and we-media communication.For the improvement of marketing strategy,this article helped AK company makes up for the big data platform and construction of CRM system,helping the company channels of the project to speed up the response speed and better implement relationship marketing,perfect Internet marketing in the retail channel,will feed into the company's marketing strategy in the "Internet + coating" strategy,to make it better service to customers.In addition,the marketing strategy designed in this paper has a certain universality in thinking and methods,which can also bring reference significance and reference value to other enterprises in the construction coating industry.