Research On The Marketing Strategy Of Jinkai Group

In recent years, the Ammonium Nitrate industry has developed rapidly in our country, theoverall level increased significantly, and the high profit level stimulates a investment boom inthis industry. A s a result，the output of ammonium nitrate grows rapidly, signs of excesscapacity signs have appeared. In the period of time of future, the contradiction betweensupply and demand will become more prominent and it will become more competitive thedomestic market.JinKai Chemical Corporation is the first Coal chemical subsidiary of JinCheng coalgroup, which is one of the top500enterprises， settled outside Shanxi province，and theproduction and sales of is a main business of the this company。 However， the company’smarket channel of Ammonium Nitrate is still unclear, and the market segmentation andproduct positioning is also fuzzy. Therefore, the improvement and innovation of marketingstrategy is a very valuable topic for the Ammonium Nitrate industry, especially for aAmmonium Nitrate Corporation like JinKai. In this article, JinKai group was chosen forexample, its characteristics and insufficient points in Ammonium Nitrate sales was studied.This article put an emphasis on the analyses of product, price, channel, promotion, tangibledemonstration, optimizing of service process, etc, from the perspective of marketsegmentation and market positioning, in order to propose valuable references to improve theAmmonium Nitrate sales system of JinKai Group.This Article can be divided into four chapters: the first chapter is a introduction of thisstudy. In this chapter, the background and the meaning of the chosen topic was expounded.This chapter also illustrated the basic idea and the method used in this study, and domesticand foreign related research results was carded as a reference for the later chapters. Thesecond chapter mainly includes the following aspects of content: firstly, it introduced theammonium nitrate production craft mainly used in domestic manufacturing process, and thesupply and demand situation in ammonium nitrate market JinKai group facing in recent yearswas reviewed. Besides this, the supply and demand status of nitrate in domestic was analyzedas a main point from the perspective of regional. Secondly, the marketing status quo ofdomestic ammonium nitrate industry was analyzed, and also the market was prospected in thispart. Thirdly，this chapter gave an analysis of the macro and micro marketing environment JinKai group faced, SWOT method was used to draw the advantages and disadvantages， aswell as the challenges and opportunities of JinKai chemical industry, and some strategies thegroup should take in the future was put forward according to the results. The third chaptersummarized some problems still existed in ammonium nitrate sales for JinKai group, such asthe brand meaning is not strong, lacking of marketing strategy combination and cognition ofthe market， also some problems such as the sales staffs’ quality and training couldn’t keep upwith the development of the company, etc. The fourth chapter put forward some relatedSuggestions.