The Strategy Of The Development Of Lanzhou Jinlun Industrial Company

With the increasing impact of the international financial crisis on both abroad and domestic coal markets, it is imperious for the the coal business enterprises to finger out how to deal with the various shocks caused by financial crisis, to adjust management strategy timely and to take practical marketing strategy. Therefore, the study of coal commerce marketing strategy has an important theoretical and practical significance, in order to succeed in the fierce market competition, it is wise for the coal trade enterprises to make comprehensive use of various marketing tools and to develop multifarious marketing strategies. There are numerous problems in Jinlun Industrial company. at present resulting from the devoiding of accurate marketing strategy consideration. In this paper, we will take Jinlun Industrial company. as an example to search for the proper marketing strategies for the company to make an improvement. The main research work and results of the thesis are as follows:Firstly, the paper gives a brief introduction of the development status quo of Jinlun Industrial company from both the operation and management perspective, and a specific analysis of the marketing problems existing in the business course of Jinlun Industrial company; secondly, according to the analysis of the coal industry, under the global financial crisis influence, the State Coal Industry structure will be consolidated to some extent, the coal import and export policies will be adjusted, the coal-commerce services’ target market will be classified; thirdly, a SWOT analysis is carried out for the current internal and external environment of the company. At the same time, the thesis introduces "4Cs" marketing strategy portfolio and integrated marketing ideas, customer-centric, regarding the marketing team as a key link for resource integration and customer service, on a coal resource-based, which constructed the company’s major marketing strategies, and analyzes the various elements of the system.The outcomes of the research provide a theoretical guidance for the future marketing strategy and a clear direction and goal of development for Jinlun Industrial company, that is, company growth strategy should be taken, to establish longitudinal growth strategy, alliance type strategic, differentiated business strategy and fine management. In order to set up the concept of differentiated marketing strategy, there must be marketing innovation, focusing on the differences in brand strategy, it is necessary to cope with the existing problems of Jinlun Industrial company. with differentiated customer service policy and differentiated personnel policy, Which is the only way to fundamentally improve the company’s marketing management level, to break through the ultimate limitations and to move towards a higher level of development and a brighter future.