| With the sustained and rapid development of China’s economy and increasing input to infrastructure, the demands for cement market increased as well, which provide a rare opportunity for cement industry. After the economic crisis in 2008, China launched a $4 trillion bailout plan to save the market. Due to the continuing raise of investment and demands, cement enterprises increasing speed up their output expansion.Meanwhile small and middle sized cement enterprises also grasp the opportunity to compete for customer resources and enter the market. Therefore, the market competition of this industry is growing fiercer and fiercer. Xingtai Jinshi Cement Co,.LTD(hereinafter refer to as Jinshi Cement)is one of those that join in the fiercer competition as a newly developed cement enterprise. However, due to the excess expansion of cement output, the pace of the country’s infrastructure construction is slowing down. Therefore, the cement industry is facing great challenges. Jinshi Cement, although established in Xingtai, a regional market, also faces many difficulties during its process to development.The thesis, after briefly explained topic choice and research and thinking methods, first introduced the basic conditions, marketing status and existing problems of Jinshi Cement in detail, then analyzed the macro environment, market demand environment and the competition environment the enterprise is facing via PEST and SWOT analysis methods. Meanwhile, the author, through comparing with the main rivals in the industry, finds the advantages and disadvantages of the enterprise. Finally, the author put forward some advance on the marketing mix strategies and some measures to carry them out in accordance 4PS theory. It is hoped that the research of the thesis can help Xingtai Jinshi Cement Co., Ltd. can get rid of the difficulties and expand its market. At the same time, it is also hoped that the thesis can be used as a reference for the marketing and management of similar enterprises. |
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