Research On Marketing Tactics Optimization Of H Carbon Company

China is a major producer and an important exporter of high-quality prebaked anodes in the world.Based on the current general situation of domestic overcapacity,the competition among carbon enterprises is becoming increasingly fierce.In order to stabilize the pace of development in domestic and foreign markets,this paper selects H carbon company as the research object,It is found that although it has domestic and international sales teams and certain marketing strategies,and has opened up a wide range of marketing channels in domestic and foreign carbon markets,with the continuous improvement of technology and production capacity of other domestic carbon enterprises and the change of market environment,the scale of domestic and foreign customer markets of H carbon company has been squeezed to varying degrees,In the past two years,the market competitiveness has accelerated and the downward trend is obvious.This paper analyzes the current marketing strategy of H carbon company by referring to the relevant literature closely related to the development background of carbon industry in recent years and based on the most typical 4P marketing mix theory in marketing management;According to the marketing environment of its current development stage,this paper analyzes the advantages,disadvantages,opportunities and threats of the micro environment,and determines what marketing strategies should be implemented under different combinations of environmental factors;In order to strengthen the relationship between enterprises and customers,and improve the soft power of market competition,this paper combines 4R marketing theory,and puts forward the marketing strategy optimization scheme of H carbon company under the background of gradual deterioration of competitive environment;In order to give full play to and effectively use the resource advantages of H carbon company,this paper uses STP theory to segment the target market of H carbon company,and adopts differentiated marketing strategies for different customer groups.This paper is a bold attempt to optimize the marketing strategy of the carbon industry in the new era.It not only puts forward the specific implementation plan in the content,but also locates the direction of the industry’s marketing strategy adjustment to a certain extent.