Research On The Marketing Strategy Of Conch Cement Co., Ltd

As the coming of China’s economic ‘new normal’, the competition of cement industry is intensifying day by day. And as the pace of integration in the industry accelerates, operators of cement industry need to change the marketing strategy. In order to win more customers’ trust and recognition and to achieve win-win long-term interests between enterprises and the society, Cement companies should strengthen the research on management of the marketing strategy. As Chinese cement industry leading company, Anhui Conch Cement Co., LTD have more reasons to adjust its marketing strategy. On the one hand, as one of the biggest companies in the industry, Conch Cement is more sensitive to the dramatic changes of the macroeconomic environment and has more urgency and necessity to adjust marketing strategy, for it can feel threats and challenges that the external macro environment brings at first. On the other hand, after years of rapid development, conch cement had developed from a local cement manufacturer which has backward level of technology to a world-known large-scale cement groups. So the original marketing strategy has many defects and shackles in the future development. Conch cement needs to change and improve its marketing strategy urgently according to its dramatically changed internal environment. Therefore, the significance of the paper is that this study and research may provide some reference for Conch Cement.The main content of this paper is to research the marketing strategy of Conch Cement. Based on the related marketing theory and the internal and external current situation of Conch Cement, the author discusses a more complete and suitable for marketing strategy Conch Cement through Potter’s Five Forces Model, 4Ps, 4Cs and Ansoff Matrix and so on. On the one hand, the transforming external marketing environment promotes Conch Cement to adjust its marketing strategy. On the other hand, Conch Cement is also facing some problems in production, channel and customer service. In the light of these concrete problems, the paper studies Conch Cement’s marketing strategy from three aspects, which are marketing strategy, social marketing and combinations in marketing tactics. At the last, the author hope this research not only provides some recommendations for Conch Cement,but also can have some references to other cement enterprises and similar manufacturing industry in solving the problems of marketing strategy.