Research On Marketing Strategy Optimization Of Hunan Nanling Industrial Explosive Materials Co.,Ltd.

In recent years,affected by the National macro-economic downturn,industrial policy adjustment,infrastructure investment slowdown,the continued rectification of mines and other comprehensive factors,civil explosive market year by year weak,the overall operating situation accelerated decline.Under the new situation,the industrial environment that enterprises are facing has changed dramatically.How to optimize the marketing strategy in Nanling Explosive Company in the new situation to meet the requirements of the company’s Development Strategy,it has great practical value and theoretical research significance.In this paper,the optimization of the marketing strategy of the Nanling Explosive Company is studied.Firstly,the background and significance of the research are analyzed,and the related basic theories of marketing and the current research situation at home and abroad are discussed,then the paper puts forward the research method and research content.Then,the article introduces the basic situation and the main business composition of the civil explosive in Nanling Explosive Company,and makes an in-depth analysis of the present marketing strategy of the Nanling Explosive Companyfrom four aspects: product,price,channel and promotion,The main existing problems are put forward,.Then,the article puts forward the train of thought and principle of the optimization scheme of the Nanling Explosive Company marketing strategy,puts forward the detailed optimization strategy from the product,the price,the channel,the promotion.At the same time,the concrete implementation steps of the optimization strategy are given from the three stages of pre-preparation,organization implementation and post-adjustment,and the safeguard measures are put forward from four aspects of organizational structure,human resources,safety management and technical quality,finally,the expected effect of the scheme after its successful implementation is predicted.Through the study and discussion on the optimization of the marketing strategy of the Nanling Explosive Company,this paper can provide some reference value for the optimization of the marketing strategy of the Nanling Explosive Company.It is hoped that the case study on the Nanling Explosive Company can provide reference samples for other similar enterprises in special industries in marketing strategy optimization,so that these enterprises realize that the external situation is complicated,changeable and uncertain,it is necessary for enterprises to adjust and optimize marketing strategy in time,so as to better reflect the stronger competitiveness in the market competition.