Research On Marketing Strategy Of Aerated Concrete Products Of Dalian TLXC Company

With the rapid development of China’s infrastructure construction and housing industry,new building materials have entered a period of rapid development.The State takes the new building materials as the key industry of development,and the governments at all levels have formulated relevant policies and regulations,which provide a strong guarantee for the development of new building materials.New buildings should be promoted to the building energy-saving design standards issued by the state.As a new type of green building materials,aerated concrete products are encouraged by the state and have broad market prospects.Dalian TLXC Company is a newly transformed enterprise to produce aerated concrete products.Due to its new entry into the new material industry and the ever-changing market environment,the traditional marketing strategy in the past is difficult.It is urgent to update the marketing strategy to open up the market and make the company sustainable development.Firstly,this paper briefly introduces the related marketing theory and the characteristics of industrial products marketing;Secondly,this paper introduces Dalian TLXC company and its aerated concrete products,summarizes the current marketing situation of the company,and analyzes the existing problems and reasons in the current marketing;Then it analyzes the internal and external marketing environment of the company,and uses SWOT matrix analysis to put forward the strategic choice;Thirdly,through the use of STP theory to relocate the aerated concrete products of TLXC company,and based on 4P theory to design and improve the company’s overall marketing strategy;Finally,in order to ensure the effective implementation of marketing strategy,a series of safeguard measures are put forward.This paper holds that Dalian TLXC company should change its concept,firmly grasp the changes of market demand under the guidance of scientific marketing strategy,take customer demand as the guidance,give full play to its own advantages,consolidate the existing market and expand the new market,so as to ensure the sustainable development of the enterprise.