Study On Marketing Strategy Of Zhuzhou Fangte Company

At present,China’s economic level is in the stage of rapid development,people’s disposable income is constantly increasing,more and more people are no longer satisfied with the realization of material needs,and turn to the spiritual world of leisure and entertainment.More people began to take the way of tourism to achieve this goal,tourism has also been a rapid development,currently it has become China’s fastest development,one of the most potential emerging industries.Ho wever,there are also many problems in this promising future,such as the inability to accurately estimate consumers’ demand for tourism and its development trend,the serious imitation phenomenon among tourism resorts,the incoordination of hardware and software investment,and so on.This paper studies the marketing strategy of Zhuzhou Fangte Company.Firstly,this paper lists the current studies on relevant contents by domestic and foreign scholars,determines the research direction and content of this pa per through comparing the research results of scholars,and describes the research background and significance of this paper.Then this paper takes Zhuzhou Fangte as the research object and analyzes its marketing environment,including the company’s general situation,external environment analysis,internal environment analysis and SWOT analysis.External environment analysis is divided into macro environment,demand environment and competitive environment analysis;Internal environment analysis consists of human resources,financial resources and marketing resources.Then,according to the results of environmental analysis,this paper begins to formulate the marketing strategy of Zhuzhou Fangte Company,which needs to go through three processes: enterprise development strategy selection,STP analysis and marketing mix strategy selection.Among them,STP analysis includes three links: market segmentation,target market selection and market positioning.Based on the completion of STP analysis,enterprises can select their marketing mix strategies,namely,appropriate product strategy,price strategy,channel strategy and promotion strategy.Finally,in order to ensure that the marketing strategy can be effectively implemented and applied,the corresponding strategy implementation steps and specific safeguard measures are put forward.This paper combined the actual situation of Zhuzhou Fangte Company and the characteristics of the external environment to develop a marketing plan for the company,and in order to ensure the effective implementation of the plan,the development of specific marketing strategy implementation steps and safeguard measures.On the basis of providing guidance for enterprise marketing strategy,this paper also hopes to provide some reference for tourism service enterprise marketing strategy.