Research On The Marketing Strategy Of The High-speed Railway Bearing Company In Zhe Jiang Based On The 4V Theory

With the rise of international trade protectionism and unilateralism,technical blockade on our country from some countries is getting worse.In order to solve this problem,China has launched the implementation of the manufacturing power strategy to improve the self-assurance level of core basic components and key basic materials.As an important basic part of mechanical equipment,bearing has been at a low level of development in China for many years.Many high-end bearing products need to rely on imports and the demand for localization is urgent.In this paper,based on the 4 v marketing theory,using the method of literature study,investigation and research,case analysis,etc,on the basis of fully absorb excellent research results at home and abroad,the system elaborated the STP marketing theory and strategy,4v bearing market related theory knowledge,and by the zhejiang high-speed bearing co.,LTD as an example,an objective analysis of the current situation of the company's marketing and the marketing environment and SWOT analysis method to evaluate the factors affecting the development of the company,and then proposed based on the theory of 4 v in zhejiang high-speed bearing co.,LTD.,marketing strategy and safeguard measures,in order to improve enterprise core competitive ability,to better exploit market provides reference and reference.According to this study,STP strategy and 4V marketing strategy should be adopted by zhongzhe high-speed railway bearing co.,LTD.Through STP strategy analysis,the three market segments of railway bearing,special bearing and deep groove ball bearing are defined.Based on the market selection,the company is positioned to become the international advanced supplier of special precision bearing and overall solution of rail transit bearing,and to serve and guarantee the national major equipment.Using 4V marketing strategy from differentiation marketing,functional marketing,additional value and empathy four level,has been clear about the existing technology and management advantages,personalized products,expandsales channels,increase the propaganda,improve product quality,to strengthen the construction of the platform,attaches great importance to the aesthetic application,strengthen innovation ability,and promote service transformation,build brands,such as route choice,and on the product utility,brand value and emotional interaction with the user,to ensure the establishment of a lasting cooperation relationship.Finally,the guarantee measures of marketing,that is,organizational structure guarantee,marketing team guarantee,system guarantee and cultural guarantee,help enterprises to develop and grow.Although zhongzhe high-speed railway bearing co.,ltd.is just starting out,its problems are relatively common to the whole bearing industry.Therefore,this study has certain reference significance for enterprises in the whole bearing industry to participate in market competition.