Research On The Marketing Strategy Of Jilin COFCO Bio-Chem&Bio-Energy Marketing Co., Ltd

Jilin COFCO Bio-Chem&Bio-Energy Marketing Co., Ltd was founded in the transition era of COFCO, aiming at the collaboration of corn deep processing. It’s a marketing platform of COFCO Bio-Chem&Bio-Energy (corn as the raw material), and specialized in sales of Bio-Chem&Bio-Energy products as well as trading and distribution in home and abroad. J-COFCO, an acronym of the company, has established its marketing position, industry influence and leadership via core competitiveness sculpting and promoting of customer service capacities, and achieved rapid development over last years. However, as the aggregation of competition in corn deep processing and technology maturity, some reasonable marketing strategies are need to consolidate and expand the market share.This paper starts from the environment of corn deep processing in our country, through analysis of prospect of the whole industry and scale by five-force model, PEST and takes the products of energy(fuel ethanol) and biochemical products (starching processing) as objects. Analysis of weakness and strength of competitors were made by marketing research. Then SWOT was used to evaluate the internal resources and competitiveness capacities to make a comprehensive predominance of competitors and yourself. Based on the objective of company next year and the strategic of COFCO, STP and marketing strategy combination were researched. At last we classified the market by marketing scale and their distribution, and determined the production strategy, price strategy, channel strategy, differentiated service strategy and marketing promotion strategy.The textual research will be instructive to marketing position and business development of J-COFCO, and also provide useful reference to the corn deep processing companies to analyze the market and help them keep abreast of the development of corn deep processing.