Research On The Improvement The Marketing Strategy Of JL Corporation

Environmental protection has become a global problem with the improvement of productivity,economic development and social progress.China has also experienced decades of high speed economic development at the cost of environment.In March 2008,the state environmental protection administration is changed to be the environmental protection department on the fourth plenary session of the first session of the eleventh National People's Congress,which marks the environmental protection work to be listed as the main task of the national political and economic development,and the environmental protection industry has become China's strategic emerging industry.In this paper,the existing marketing strategy and strategy problem in China market of the environmental protection water treatment product of JL company,small or medium-sized company in environmental protection industry,are analyzed by marketing and customer value theory in the industry.And improvement is also presented.All the knowledge theory used in this paper are reviewed,including 4P,STP,SWOT,PEST theory,4P and customer value.All tries to provide the basis for analysis and improvement of JL company's marketing strategy.Firstly,the industry background and competitive environment of environmental protection water treatment are introduced.The current big pictures of economic and competition of the industry is analyzed to figure out the position of JL company in the competition environment and the basic situation of its competitors.Secondly,analyze the existing marketing strategies of JL company and compare them with industry benchmarking enterprises.This paper states the current marketing strategy of JL company from the perspective of 4P and customer value and illustrates the marketing strategy characteristics of benchmarking enterprises to provide basis for the improvement of marketing strategy.Thirdly,survey is conducted during the existing customers and target customers to find out the deficiencies of existing marketing strategies.Tyr to find out the customer dissatisfaction with JL company marketing strategies through analyzed results of 90 copies valid questionnaires.and,such as price,product packaging,etc.,from the analysis of the survey to provide empirical basis for marketing strategy improvement.Finally,propose improvement suggestions on the marketing strategies of JL company based on selection of target customers through market segmentation and customer value theory to improve the market competitiveness of JL company.