Research On Marketing Strategy Of Z Company Based On Customer Value

With the strengthening of the trend of global economic integration,Chinese industrial manufacturing enterprises are experiencing unprecedented competitive pressure.Chinese enterprises must find a clear positioning in the global manufacturing system and give full play to their own advantages.To achieve the grand goal of the great rejuvenation of the Chinese nation,it is inseparable from the more vigorous development of China ’s manufacturing industry.However,the worrying part is that at present,China ’s industrial production enterprises do not have a deep understanding of marketing theory,and related marketing activities have not been fully implemented,and both aspects are significantly behind the western developed countries,and even many domestic famous consumer goods enterprises.In particular,state-owned enterprises with a long history of development do not pay attention to marketing concepts and brand value,which has become an important bottleneck restricting the long-term sustainable development of China ’s industrial manufacturing enterprises.This article will focus on the consideration of customer value as a key factor,carry out analysis work on the marketing activities of Z company ’s special textile materials,match the relevant marketing management theory with the marketing status of Z company,and analyze the customer value factors.A series of implementation plans that can improve the company ’s marketing strategy,and then enable the company to complete the strategic goals of growth,expansion and strength.The research of this paper comprehensively uses the literature research method,case analysis method,questionnaire survey method and other research methods,as well as PEST marketing environment analysis tools,4Ps marketing analysis and other research tools to further explore the basic situation of Z company ’s marketing work,focusing on the use of questionnaire survey method from multiple customer value dimensions.The current situation of Z company ’s marketing strategy is analyzed,and the shortcomings of Z company ’s marketing strategy in four aspects of product,price,channel and promotion are obtained and the reasons are analyzed,and then the marketing strategy that Z company needs to adopt under the influence of customer value factors is put forward.Combined with the development status of special textile materials and the actual situation of Z company,a systematic analysis is obtained from the multiple influencing factors of customer value.