Research On Marketing Strategy Of YA Washing Daily Chemical Company

Under the background of my country’s rapid economic development,the living standards of the people have been significantly improved,and the detergent industry has ushered in unprecedented development opportunities.As one of the indispensable fast-moving consumer goods in people’s lives,detergent products have great market potential.In recent years,the influence of domestic local brand washing companies has been continuously improved,and the product performance has been continuously improved,which has weakened the market advantages of foreign brands as a whole,which is conducive to the development of local washing products companies.This paper selects YA Washing Daily Chemical Company as the research object,analyzes the company’s macro and micro marketing environment,marketing status and problems,finds the deficiencies of existing marketing strategies,and proposes scientific optimization countermeasures.First,use the literature research method to analyze the dynamics and achievements of domestic and foreign marketing,and select relevant marketing tools and theories suitable for this research.Secondly,in the analysis of YA company’s marketing environment,this paper uses PEST analysis method,Porter’s five forces model and SWOT analysis method.Then,it analyzes and researches the current situation of YA company’s marketing through questionnaire survey method and case analysis method,and summarizes the problems of YA company’s marketing strategy.Finally,use STP theory to segment and locate YA’s product market,and combine 4Ps marketing theory to formulate product strategies that meet customer needs as the center,and price strategies that adapt to the product life cycle to broaden the direction and tap market potential.As the leading channel strategy,the promotion strategy is centered on full communication and the multi-value of products,and corresponding safeguards are formulated for the realization of the combined marketing strategy.The research significance of this paper is that on the basis of fully studying the marketing environment and marketing status,starting from the actual situation of YA company,combining theory and practice,formulating reasonable marketing strategies to help YA company better cope with the fierce market competition environment,and also It provides a reference for the development of similar small and medium-sized washing and daily chemical enterprises,and has a positive effect on improving the comprehensive competitiveness of enterprises and maintaining sustainable development.