A Research On The Marking Strategy Of QS Company

As China’s economic development and environmental requirements, the structure of the cement industry has been constantly improved. Meanwhile, the capacity of cement production is significantly increased and the competition of cement market is further intensified, which induce the application of marketing strategy has become more and more important for the cement companies. Because of the increasing national efforts to control the real estate market, the serious overcapacity of the domestic building materials industry, the daily intense market competition, and the deepening survival of the fittest for the building materials market, the cement based building materials enterprises are facing a difficult marketing situation. In order to win the fierce market competition, the enterprises have to deeply study the marketing strategy, grasp the building materials market competition, market demand, consumer preferences, and so on, find out the current marketing problems. Based on these analysis, the companies could develop a scientific and effective marketing strategy for building materials and determine the appropriate implementation procedures and safeguards. Only in this way, the modern organizational form could be builded and improved, the optimization and innovation of new marketing model for building materials could be achieved, the market opportunities could be first seized, and the marketing level could be upgraded, so as to promote long-term and healthy development of the building materials business.Due to the backward technology and equipment, high cost, low yield and limited sales capacity, Liaoyang QS cement industrial was on the verge of collapse. After a joint with Shanshui venture at 2007, Liaoyang QS builded a new production line with an annual output of 1.8 million tons using new dry cement technology, which reduced the cost to a lower industrial level and doubled the production. At the same time, the other companies in Liaoyang produced several production lines, resulting in the serious oversupply of cement in Liaoyang and neighboring markets. In this case, Liaoyang QS cement industrial have to improve the marketing level, transfer the new production into more market shares, then a turn may happen. However, at the present, the relatively mature marketing strategy is lacking. Based on the domestic and international marketing theory and the developing theory of building materials industry, this paper analyzes the status quo of marketing and the facing problems of Liaoyang QS, such as prominent contradictions of supply and sales, the decline price, the shrinking core customers and the impact of industrial leadership and other issues. Depending on the 4P marketing theory, the paper deeply finds out the root causes of these problems, mainly on the imperfect brand building, pricing mechanisms, distribution channels, and promotion policies. In addition, with the aid of STP strategy theory, the paper will segment the Liaoyang QS’s market, determine the target, so as to give the company a scientific and reasonable market position. Using the marketing mix theory with the core of 4P, the marketing strategies for their own development will be established, including the product strategy, pricing strategy, sales channel strategy and marketing strategy. Furthermore, the system, personnel and technology are using as a support to ensure the implementation and protection of the marketing strategy. Finally, the successful experience of the company achieving in the market transition could be summarized and offer very important reference to other building materials business.