The Study Of Domestic Marketing Strategy By Long Da Company

China’s ceramic industry has experienced rapid development since reform and openingup. In2011, the whole national domestic ceramic output exceeded30billion pieces,valuing84.9billion yuan. For a long time,70%of out ceramic products was exported tooverseas market and30%sold in domestic market. But the US subprime mortgage crisisfrom2008and the European debt crisis in recent years resulted in a massive decrease inforeign demand. Especially due to the anti-dumping policy implemented in EU and othertrading nations against China’s exports and the constant upvaluation of RMB, manyChinese ceramics export-oriented enterprises encountered a more and more severechallenge. How to get out of difficulties and meet challenges is the main problem theseenterprises are facing. As one of the largest export-oriented enterprise manufacturing thehigh-grade daily-use porcelain, Longda bone China limited corporation is the first to bearthe brunt. Estimating the changes in the economic environment, Ronda company rapidlyaccomplished the enterprise transition and formulate a domestic market oriented strategy.Therefore Longda company promptly adjusted and improved the marketing strategy inorder to meet the domestic need.This thesis takes empirical study method, taking Lunda company’s domestic marketingsituation as a case, combining relevant marketing theoretical knowledge, adopts theresearch idea of problem raising, problem analyzing and the problem solving. Firstly thepaper analyzes Longda company’s present domestic marketing status and existing problems,as well as the macro environment, industry environment, competition opponents and therest. By means of4P theory, PEST, and SWOT, this paper analyzes the causes of theexisting problems. Finally the paper puts forward some suggestions from the aspects of theDifferentiated marketing, channel construction, standardized service and the rest based onthe above analysis.This paper hope to provide a reference for Longda company and other ceramicsenterprises as well as our country’s similar traditional middle and small size labor-intensiveenterprises and help them build Chinese brands, get out of managing crisis and stride ontothe road of sustainable development.