Research On Marketing Strategy Of Y Company

Air compressor industry is an important part of general equipment field,is an indispensable power source for industrial and mining enterprises,scientific research institutes and so on,and has been widely used in various industries.Y company is a leading global enterprise in compressed air systems worldwide.Since entering the Chinese market in the1980 s,it has gradually occupied a dominant position in the high-end market and has a high market share and profit margin.In recent years,Y company in the domestic air compressor industry market has been challenged from many aspects.In the external environment,the rapid technological progress of domestic competitors,coupled with the slowdown in China’s economic growth,the government’s promotion of supply-side reform has led to a sharp contraction of the incremental market in the general equipment industry and intensified competition in the air compressor product market,especially in the homogeneous competition.By comprehensively optimizing the marketing strategy in order to maintain the growth of its own market share and profit margin in order to achieve the emergence in the competition,it is a problem that Y companies must face to.Taking the marketing strategy of Y company as a case,this paper analyzes the current operating situation and problems of Y company in China.The PEST analysis method is used to discuss the macro environment of Y company.Porter’s five-force model is used to analyze the competitive environment.Regarding to the internal environment,this paper analyzes the human resources,technology and marketing of Y company,points the main problems existing in Y company’s marketing strategy and establishes the optimization goal.Meanwhile,by comparing benchmarking enterprises and internal interviews,the SWOT matrix of Y company in marketing is obtained,and the feasibility of marketing strategy optimization is clarified.On the construction and optimization of marketing strategy,this paper first analyzes the marketing strategy of Y company in STP,and clarifies the market segmentation,target market and positioning.Then,on the basis of the classical 7 P marketing strategy,the 7 E marketing strategy suitable for the marketing characteristics of industrial products and the actual situation of the company is derived.Using the 7 E model,this paper puts forward some suggestions and implementation plans for the optimization of marketing strategy of Y company.The research of this paper has reference significance for the construction,optimization and implementation of marketing strategy combination in industrial products,especially general equipment industry.