Study On Marketing Strategy Of Cryogenic Minimum Quantity Lubrication Of H Company

At present China is the world's manufacturing power,manufacturing development in driving economic growth cause serious pollution to the environment at the same time,in 2012,the Chinese government have a lot of relevant environmental protection policy,the application of metal difficult-to-machine materials is becoming more common,the green manufacturing technology CMQL cryogenic minimal quantities of lubricant product demand more and more intense,and technology companies in research and development of colleges and universities abroad minimal quantities of lubricant products in low temperature,instead of cutting fluid application to industry,and effectively solve the pain points and respond to market customer difficult-to-machine materials environmental pollution state environmental protection policy to solve the problem,improves the ecological environment of made in China.In 2016,H company and industrial university joint in the research and development the minimal quantities of lubricant products in low temperature and after more than two years of product development and market customer application,H company with de ep manufacturing industry for more than ten years of industry customer cluster comprehensive technical ability and the overall solution advantages,in market competition gradually highlight the market competitive advantage,but the market camp sales have not reached H company goals,so low temperature of H company minimal quantities of lubricant product marketing status and the reason analysis.In this paper,on the basis of the theory of PEST,porter competition theory and SWOT research tools such as low-temperature minimal quantities of lubricant products of H company macro marketing environment and industry environment analysis,by using marketing theory including the STP,4 P and 4 C and 4 R and minimal quantities of lubricant in low temperature of H company product marketing strategy is not clear and rigid marketing mix strategy and the reason analysis,for the above marketing strategy and marketing mix strategy recommendations to improve the problems,such as marketing strategy including re-draft H low-temperature minimal quantities of lubricant products of the company marketing strategy and strengthen the innovation of technology research and development and product improvement suggestion;The marketing mix strategy includes improving the flexibility of price strategy,improving the marketing channel system and improving the diversification of promotion strategy.Based on the theory in combination with the practical combination of practical and theoretical guidance,to enhance the H company low temperature minimal quantities of lubricant product market competitive advantage,get more market opportunities in the industry,to achieve sales target,at the same time to engage in green manufacturing technology related to low temperature of minimal quantities of lubricant products related businesses provide reference value for marketing,promoting China's manufacturing enterprises more involved in the global green manufacturing environmental protection enterprise,greening piggybacked on China and global industrial manufacturing process.