The Marketing Strategy Study Of Dalian Cement Group Co., Ltd

With the continuously fast-growing economy of our country, the demand of cement is increasing because of the expansion of the fix assets investments .China's cement industry is now under the period of technical substitution and structure adjustment, the centralization of the industry is constantly enlarging. Dalian Cement Group has been running in debt for many years because of less advanced technology and equipment, high cost, low yield and limited selling capability .After the reconstruction by the way of debt turning into stock, the group, using the advanced technology ,sets up a new plant which will greatly increase the outputs and lower down the cost after it is put into production. Under the circumstances of the supply of cement exceeds the demand of cement and the increasingly fierce competition of the market, the Group must reform its marketing strategy and improve the marketing manage -ment in order to be able to grasp the god-given opportunities for development and renascence.This thesis will start with the presence of the marketing situation of Dalian Cement Group and analyze the problem it faced. And at last, the author make a new marketing strategy based on the theory of 4P's. This thesis includes four parts: in the first part, the back -ground of subject selection and the research route of thinking is briefly introduced;in the second part, the internal environment of the Group is analyzed;in the third part, the macroenviron ment ,the competing environment and customer side are elaborately analyzed respectively, and the prospect of cement market in Dalian is forecasted;And the marketing strategy is made in the fourth part. After making clear the advantages and disadvantages of the Group and the opportunity and threat brought by the outer environment, the author makes the marketing strategy which is ready for use when the new plant of the Group is put into production.This thesis ,through the analysis of the internal and external of the company ,makes a new marketing strategy which can guarantee the product quality, spread the brand influence, implement differentiated pricing, improve the sales channels, raise the quality of sales personal, reinforce the customer relation management, speed up the information nalization of the company and provide the customer with individualized services. This effective marketing strategy will help the Group turn the millions of newly-added outputs into actual market share and also will provide theoretical instruction to fight against fierce competition that the company may encounter in the future.