Study On Integrated Marketing Strategy Of Southwest Tiandi Coal Machinery Company

With the rapid development of China,s economy,the scale of enterprises has been gradually expanded,and the competition in domestic and overseas markets has become more fierce*While consumers’ purchasing ability is enhanced,more and more requirements are put forward on individualization and differentiation of products.The traditional marketing model can not meet the needs of the development of modern society and economy.Therefore,by referring to and learning from other successful business marketing model,put forward suitable marketing company for Southwest Tiansdi Coal Company.Therefore,th1s article takes the integrated marketing practice of Southwest Tiansdi Coal Company as the research object,explores the realization process of integrated marketing of Southwest Tiandi Coal Company in order to contribute to the development of our country’s enterprises.First of all,this paper systematically elaborates the basic theory of integrated marketing theory,including the Potter Five Forces model that analyzes the impact of coal industry competition on Southwest Tiandi Coal Machinery Company,and the macro environment of the coal industry and companies.The impact of PEST analysis and the use of fuzzy comprehensive evaluation model on the southwest Tiandi Coal Machinery Company after the implementation of’integrated marketing strategy after the co1prehensive evaluation analysis;Secondly,through the Southwest Tiandi Coal Machinery Company’s status quo,existing problems and the status of coal products market analysis At the same time,it analyzes its external environment and the marketing stalus of the company itself,and understands the company’s advantages and opportunities for implementing an integrated marketing model.At the same time,it also implements vertical integration of internal ald external resources from the perspective of theoretical research.Integrate marketing strategy,carry out SWOT analysis and marketing strategy positioning for Southwest Tiandi Coal Machinery Company’s marketing strategy,and formulate corresponding objectives at the same time,and point oul the maie contents of integrated marketing strategy design,namely integration of marketing concepts,integration of marketing resources.and integration of organizational models,etc.,through market positioning integrationechannel goals Four aspects of integration,4P integration and brand image integration have carried out vertical integration and horizontal integration at the marketing mix level for the integrated marketing strategy of Southwest Tiandi Coal Machinery Company,and also adjusted the sales structure through the integration of internal resources of the company and improved sales.The department’s response capability reflects the efficient operation of the company’s internal system.Afterwards,according to the objectives,marketing contents,and marketing effectiveness of Southwest Tiandi Coal Machinery Company,s implementation of the integrated marketing strategy,an evaluation index system suitable for the enterprise is constructed,and the index weights are selected and calculated to implement an integrated marketing strategy for Southwest Tiandi Coal Machinery Company.After the implementation of the effectiveness of the evaluation;Finally,the Southwest Tiandi Coal Machinery Company to implement the integrated marketing strategy proposed safeguards.In this paper,the design of the integrated marketing model and the implementation of the guarantee measures,I believe the coal industry and other industries will be in the integrated marketing of reference.