| In recent years,product homogenization competition in the market is fierce.Under the same limited market demand,general enterprises compete at low prices and they compete blindly with their peers,which is a vicious circle;enterprises with technological advantages have difficulty in operation due to the doubling of fixed costs of plant rent brought by urban upgrading,environmental protection management of supply chain,and rising house prices.Given that the metal stamping industry is characterized by high-asset input,low-profit output and profits based on time length,in the case of all kinds of rising costs,no matter what kind of technology level,stamping enterprises must first solve the survival problem: how to find accurate customers,how to distinguish competitors and how to obtain more markets.In order to survive,small and medium-sized metal stamping enterprises need to formulate reasonable marketing strategies according to current situation and solve the marketing difficulties of enterprises.Aiming at these problems,this thesis takes HS hardware enterprises as the research object.Through investigation,observation,literature research and other methods,and based on the facts,objectively and in detail introduces the region,industry,enterprise nature and stamping industry expertise involved in the research process,and uses PEST tool to analyze HS hardware enterprises from four aspects,which are politics,economy,society and technology;compares HS hardware enterprises with competitors using SWOT analysis ideas,classifies and accurately portrays customers according to product uses,and draws the conclusion that external environment is conducive to the development of HS hardware enterprises and the industry competition is fierce.Then,by expounding the internal environment of HS hardware enterprises,it is points out that the main problems of marketing are unclear positioning,no market positioning analysis,unfavorable overseas channel expansion,vague promotion and expansion strategies,disordered and arbitrary pricing.Thirdly,aiming at the problems raised,this thesis puts forward the marketing strategy in line with HS hardware enterprises based on STP theory.Finally,it points out the conditions needed to ensure the implementation of the strategic plan.This thesis is divided into seven chapters: the first chapter is the introduction,which is the basis of proposing a marketing strategy.The second chapter explains the industry knowledge involved in the research process,and the marketing related theories,tools cited in this thesis.The third and fourth chapters are about analyzing and discovering problems.The fifth chapter is the solution,emphasizing the development of digital marketing in the post-pandemic era.The sixth chapter expounds that in order to ensure the implementation of marketing strategy,it needs internal system guarantee and internal improvement of the enterprise.Chapter seven is the conclusion.By analyzing the current situation,problems and optimization measures of HS hardware enterprises,it can be a useful reference for other traditional manufacturing enterprises of small and medium-sized in China,promote the exploration of traditional manufacturing enterprises in marketing,reduce marketing costs and improve profits,so as to achieve the purpose of broadening sources of income and reducing expenditure,consolidating the fundamental and innovation,and “survive first and then develop”. |
