Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Zhongcai Hanjiang Cement Co.,LTD Marketing Strategy Research

Author SunYongBo
Tutor GuoJunHua
School Northwestern University
Course Business Administration
Keywords Cement Marketing Strategy Study
CLC F274
Type Master's thesis
Year 2011
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In the 21st century,with the rapid development of china’s economy and fast expanding of its infrastructure construction,marketing strategies of cement industry are of increasingly importance.Zhongcai Hanjiang Cement Co.,LTD (Zhongcai Hangjiang)is a cement manufacturer with 53 years history.In recent years, with rapid economy development of local and the whole society,and due to industrial upgrading and scaling in the field,the internal and external environment that the company is facting has been significantly changed,hence forced by the fierce market competition,it has to build various marketing strategies in all aspects. Since many companies in the filed focus on limited resources, especially under the environment of product homogeneity, how to build and implement the marketing strategies has become an urgent issue that Zhongcai Hanjiang needs to resolve.Through a study in policy background and development trend of the cement industry and combining modern enterprise management theory, this paper does a systematic and comprehensive competition analysis for the company and uncover weakness existed in its existed marketing strategies.Also, on basis of modern marketing concept,we design a wide range of strategies for on basis of modern marketing concept, sales channel and promotion portfolio, and strategies regarding investment of estending industrial chain in commercial cement. To ensure that the above marketing strategies can be successfully implemented, this paper also has built up a corresponding system to support it. The innovation of this paper focuses on investigation and numerous data compareration between different objects by using various analysis method and systematic tools. In terms of the channel desing, we use positive law and empirical method so as to flexiblely cope with different emergent situation Finally, this paper uses earning analysis, across-year analysis and inner-period comparation to support the above marketing strategy. The marketing strategies proposed by the paper covers new marketing concepts, products strategy, price strategy, sales channel strategy, promotion strategy and strategy of extending industrial chain in modern market environment. It not only has guiding significance, but also has reference value for other enterprises in same field.

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