Research On D Company's Injection Product Marketing Strategy

With the rapid development of injection mold in China,the growth history of injection mold industry is a history of transformation and upgrading of molding industry.Today,when the internet information technology and service industry is developed and the demographic dividend is gragually disappearing,the competition in the injection molding industry is becoming more and more fierce.Under such circumstances,many injection molding enterprises are facing many problems in their product marketing,and market expansion is becoming more and more difficult.In this context,this paper studies the product marketing of injection molding enterprises,and introduces the case company D.By using the method of literature retrieval and case analysis method,interview research method,data analysis method,this paper mainly through the analysis of the status of the injection product marketing strategy of D company,to find out the problems of the existing marketing strategy.Combining with the relevant theoretical knowledge and the actual development of the enterprise,it gives the solutions and countermeasures for solving the problem.This paper first introduces the background and development of D company,analyzes the specific marketing strategy of D company through STP status,and analyzes the implementation of D company's marketing strategy through 4Ps combination theory.It is possible to understand the link between D company's steady development over the past five years and the right marketing strategy.The PEST analysis method is used to analyze the external environment faced by D Company.In the industry environment analysis,through the development status of the injection molding industry,and the competition analysis of the molding industry in which D Company is located,combined with the internal environment analysis of D Company,the internal key success factors of D company's implementation of strategic planning are summarized.Internal key success factors for implementing strategic planning.In terms of market analysis,the focus is on the success of D Company's most valued customer strategy and the threats to the market environment currently facing it.Next is the core part of this paper.Through the analysis of the above internal and external environment,using 4Ps combination theory,analyzes the problems and causes of D company's marketing strategy one by one: In the product strategy,D company's NPI(New Product Introduction)cycle time is long;in the price strategy,D company's current price level is not competitive in the China domestic market;D company's indirect channels are insufficient in the place strategy;lack of promotion means and management in the promotion strategy.Furthermore,the optimization suggestions of D company's marketing strategy are given: the development of plastic products NPI process needs to be accelerated in product strategy;the price pricing strategy needs to refine the difference pricing;Indirect channel promotion needs to be strengthened in the place strategy;In the promotion strategy,it is necessary to highlight the promotion role of personnel in the Business to Business marketing.Although Chinese scholars have carried out a lot of research on injection molding industry,however,the attention paid to the Business to Business Marketing of injection molding industry is low.This research on some new problems of injection molding product marketing can provide case and data support for scholars to further study the problems related to injection molding products,and can also provide some reference value for solving the current marketing problems of injection molding products of D company.This has important theoretical and practical significance and value.