| As the state-owned enterprises further deepening of reform, the survival and development problems of unreformed corporations in large state-owned enterprises appear continually. Since 2006, China National Petroleum Corporation (CNPC) has accelerated the pace of reform of base logistic operations plate and identified the gradual market operations in unreformed corporations business and products.Sanlian Corporation, one of the second level units of Lanzhou Petrochemical Company, specializes in flour products and mainly serves internal staff. For long-term rely on Lanzhou Petrochemical Company, the Sanlian Corporation has many problems in the market operation as following: no real guide in marketing thinking, single marketing strategy, poor ability in new market developing, and unfit market system to the changing of market needs. In the forthcoming market operation and increasingly fierce competition background, how to adjust the unit own, seize the opportunity, and accept challenges, are the most concerned issues to the unit leaders.Marketing strategy is an important sector of the enterprise implementation of the strategic plan, as well as an important component in enterprise management. In China's enterprises process from production concept to market concept, marketing has been raised to an unprecedented height. Therefore, use of marketing theory, organization of efficient marketing system, implementation of flexible and effective marketing strategies, expansion of market and potential consumers, and increase of market share have very important universal significance to Sanlian Corporation's survival and development. Under interest-driven and competitive pressures, the unit does a good job in the marketing process and continues to strengthen the competitiveness and market risk resistance capacity, in order to achieve the survival and development of enterprises. At the same time, the study supplies reference for other similar enterprises marketing strategy. |
PDF Full Text Request