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

A Study on Marketing Strategy of Dongchen Group

Author AnZhiDong
Tutor HaoQingMin
School Tianjin University
Course Business Administration
Keywords DONGCHEN GROUP Marketing Strategy Competition Fractionize of Marketing
CLC F274
Type Master's thesis
Year 2011
Downloads 37
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Recent years, the market circumstances changed very greatly, Dongchen Group affected by many factors including intra-industry competition and market variations, especially after the outbreak of the 2008 financial crisis, the product sales situation is add insult to injury, the market demand shrinking, the intra-industry competition is fighting hand to hand, use variety of methods in order to get the target market. The developments of Dongchen face with unprecedented challenges.This thesis summarize the current situation and feature of the chemical market, the challenges and opportunities for Dongchen Group, summarizes the current situation/the trend of development and the tend of competition for Dongchen’s target market, thereinto, using the SWOT deep analysis the competitive situation for Dongchen Group’s target market, get more understand and perceive for structure and race condition for the target market, on that basis, subdivide the target market, in-depth study the market segment, master the different feature of different market segment, on the basis of deep study, scientific prediction and planning the development trend of the product market for Dongchen Group, according to the feature of competition market, adjust the current marketing strategy, pointed out the primary target for Dongchen’s marketing management in future: On the basis of hold the existing market, enrich product specifications, extending the industrial chain, constantly meet new market requirement, at the same time, develop the potential users. Therefore, Dongchen Group’s marketing strategy must be undertake a series of reform and adjust, subdivide target market, adjust price strategy,adjust product strategy,further expand marketing channels, meet requirement for different customer in different market, according to the different requirement in different market use different marketing strategy, work hard on market promotion. Purposefully presents Dongchen Group hold existing advantage, marketing strategies and combination operation strategy should adopt for further expand market advantages.

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