South Jiangsu Province SOE's Marketing Strategic Research In "Shunt-wound" Period

This article stands under china economical structural reform entering cardinal stage time background, bases the Chinese "shunt-wound economy" development practice as well as location advantage in south Jiangsu province under international competitive environment, unifies the current our country ownership reform and the present marketing management situation in state-owned enterprises, take "establishing SOE' s marketing strategy under new epoch" as the master line, pass through the ownership institution reform theory in new institutional economics and the international progressive marketing strategic management theory unifies. Using method and so on demonstrative analysis, normal analysis, we fully analyzes the marketing strategic management the vital role and the core status whilst SOE experiencing "shunt-wound economy" period.Limits in the question in the economical structural reform, we fully elaborated the overseas predecessor fundamental research; From "conforming china' s own conditions" angle, thought overseas research on economical structural reform has only reference value;. but not directive significance for us. In our country economical reform and "shunt-wound" practice, we should generalize the experience and method from china' s own conditions, then we can found and achieve socialism market economical institutions displaying Chinese feature. In marketing strategic management question, thought: Being an important part that exerts predominant actions in enterprise strategic managements, marketing strategy is the kernel of multiform enterprise managing movements. Put forward: By deepening economical structural reform, then improving property right structure we can upgrade enterprise operating performance. Whereupon, formulating and executing right marketing strategy is the lifeline of enterprises. The principles and practice of marketing strategic management work should be innovated, integrated and regulated constantly according to economical environment transformation. Accompany with continuous SOE' s development, the function of marketing strategic management should be consummated gradually.Meanwhile, applying main research achievements, we analyze marketing situation by using a south Jiangsu province SOE in ordinary competitive field industry named SP company as backdrop material, thought: After entering WTO, unprecedented international competitive pressure has been forcing south Jiangsu province SOEs which have some fairish location advantages to face up to more complicated domestic and overseas situations. By case analysis and assimilating overseas marketing strategic management theories, this article put forward: south jiangsu province SOE ' s marketing strategic research in "shunt-wound" period. Being combined with current marketing operation of south jiangsu province SOE, indicate the problems on south jiangsu province SOE' s marketing management, analyze the internal and external factors which can influence SOE' s marketing strategic decision-makings, endeavour to find a series of systematic strategic modes on SOE' s marketing management, particularly, this article will have some directive denotation and practical value on ordinary competitive field industrial SOE' s rationale business operation under dual background occurred by institutions alteration and global economy integration. We hope to construct first-ranking marketing strategy, foster first-ranking SOEs, encourage SOEs to reinforce nucleus competitive capability and "connect their rails with international economy" under domestic "shunt-wound" economy background, exploit their international market, promote new times China economy sustainable development with non- state-owned economy by conforming "scientific development idea" .