The Research On The VerticalIntegration Strategies And Mar Keting Strategies Of Chalcoliancheng Branch

In the ever-changing market environment, it is necessary and important for a corporation to establish its overall and long-term business strategies in order to ensure that it can survive in the fierce market competition and take advantage of new opportunities for development.As a kind of important metal in the21st century, aluminum is widely used in different products, which results in the rapid growth in its consumption. In China’s "12th Five-Year Development Plan", it is proposed to develop new materials and new equipments manufacturing industries. At the same time, it is emphasized to conserve energy and protect environment, all of which will promote the application of aluminum, and greatly influence the production of primary aluminum and the development of Aluminum processing industry.At present, the access standards for electrolytic aluminum industry are low. The products of aluminum are homogeneity. These lead to fierce competition. Now, almost all aluminum enterprises have to pursue the competitive strategies of low cost. So it is decisive to formulate the vertical integration strategies and the backward integration strategies to reduce the cost. Meanwhile, according to the development trend of this industry, the industry chain is also extended forward-primary aluminum alloy. This will be a key step for electrolytic aluminum enterprises to carry out forward integration strategies. The inevitable trend and economic significance of this shift has been confirmed by some well-known international or domestic corporations through their own development trajectory.Under such circumstances, it is meaningful for ChalcoLiancheng Branch to formulate its vertical integration strategies and marketing strategies. These strategies can make sure that ChalcoLiancheng Branch overcomes market barriers and extend its industrial chain forward.In this paper, the author first reviewed the enterprise business strategies and marketing theory. Then the author gave a comprehensive description of the history and current situation about the development of aluminum industry, and analyzed the competition structure of electrolytic aluminum industry by applying five power models of Michael Porter, defined the evolution of the electrolytic aluminum industry, the alloying trends, and the challenges of the vertical integration strategies to the marketing work. And then, the author studied the formulation of marketing strategies and described it according to marketing "4Ps" structure. Finally, the author actively explored the implement of the vertical integration strategies in Liancheng Branch.