四川师范大学硕士学位论文
关键词：M公司 产品营销 策略优化 保障措施
Abstract
Research on Optimization of Marketing Strategy of M Steel
Company
MBAMajor
Graduator RaoJiaYing
Supervisor QiuJing
Abstract：With the rapid development of China's economy, the steel industry has
ushered in developmentopportunities, and the domesticmarket demand for steel
products has increased, resulting in the emergence of a large number of steel companies
in the country and intensified competition in the domestic market. Company M is a steel
production company witha late developmenttime. In theearly stage, itmainly
produced products with low technical level and occupied a small market share. However,
with the expansion of the scale of M company, the increase in the number of customers,
and the diversification and personalization of the demand for products, M company
needs to change the current marketing strategy to improve thecompetitiveness of
products and accelerate the development of the company. The change of the domestic
steel industry market environment has brought opportunities and challenges to the
development of M company. M company needs to seize this opportunity, innovate new
products, improve M company's overall competitiveness, and help M company to attract
more consumers .
This paper takes M company as the research background, adopts PEST, Porter's
five forces model and 4P marketing theory to study its marketing strategy, firstly
introduces the basic situation of the company, and on this basis, studies the macro
environment and micro environment of M company, The macro environment is studied
fromfouraspects:politics,economy,societyandtechnology,andthemicro
environment is studied from three aspects: the company's interior, consumers and major
competitors. Combined with the marketing environment of M company, SWOT analysis
is carried out to find out the advantages of the company. , Weaknesses, Opportunities
and Threats. Secondly, the current situation of product marketing of M company is
III
四川师范大学硕士学位论文
studied, and it is found that there are few product types, lack of diversified products,
low R&D capability, lack of excellent talents, serious defects in product pricing, narrow
sales channels, backward promotion methods, and single promotion form in product
marketing of M company. Through in-depth research on the problems, it is found that
the main reasons for the problems of M company are lack of market research and
analysis, outdated innovative ideas, imperfect reward mechanism, backward pricing
system, unscientific formulation of marketing channel strategies, and awareness of
promotion concepts. Poor, not paying enoughattention to promotion strategy, etc.
According to the above problems and reasons, the strategy should be optimized from
severalaspects,suchasre-positioningofproducts,developingnewproducts,
implementing differentiated pricing, building new sales channels, changing the single
promotion situation, and improving the promotion mix. Finally, in order to ensure the
smooth implementationofthe marketingstrategy, fromTofurther improvethe
company's system construction, build a first-class product marketing team, pay attention
to after-sales information collection and maintain the integrity of the enterprise to
develop safeguard measures.
Theoptimization ofMcompany'smarketing strategyisconduciveto the
company'sproductmarketingactivities,improvingproductcompetitiveness and
economic benefits, and can also provide reference and reference for other companies'
research on product marketing.
Key Words：M company; product sales; strategy optimization; safety measures
IV