| Molybdenum is an important rare strategic metal which is widely used in iron and steel,non-ferrous metals,petroleum and chemical industry.With the continued growth in China and the world economy,consumer demand for key products also continued to expand,how to make use of the limited resources,construct the effective molybdenum industry in order to create efficient and intensive industrial chain,improve the industrial economic efficiency and international competitiveness,has become a strategic problem faced by the development of China molybdenum industry.For molybdenum metallurgical enterprises,if effective combination of relevant policies,analysis of China molybdenum metallurgical market development,and effective marketing strategy,will become the key issues that molybdenum metallurgical enterprises face during the development process.This paper uses the marketing,strategy,economics and other theories and methods,combined with the specific project in CM company and practice experience,to conduct research on customers in China molybdenum metallurgical market,put forward marketing strategy of CM company molybdenum metallurgical products to understand the impact of customer choice related factors based on molybdenum metallurgical products,provide sufficient guidance and reference for CM company in China molybdenum metallurgical products marketing.The research of this paper is divided into six parts:The paper first introduces the research background,the significance and the content of the research.The research background mainly introduces the introduction and summary of the CM company China and the molybdenum metallurgical products business.Secondly,the paper fully analyzes the basic theory and related theories related to the marketing strategy of CM company,including the strategic theory and the STP theory.Third,the paper analyzes the environment,competitive environment,SWOT analysis and internal environment analysis of CM company’s metallurgical products business.This paper analyzes the present situation of CM company’s metallurgical products business from different angles,finds out the problems and potential threats in the development process of CM’s metallurgical products business,and analyzes the advantages and values of CM’s metallurgical products business.Fourth,combined with the market investigation of China molybdenum metallurgical customers,we find out the related characteristics of China molybdenum metallurgical customers,and build a foundation for CM company’s marketing of molybdenum metallurgical products in China.Fifth,through the analysis of CM company’s metallurgical products business and characteristics of China customers,the market segmentation and market targeting of CM company’s metallurgical products business are clearly defined.Based on the analysis of market targeting,CM company’s metallurgical products is positioned in the target market.Sixth,summarize the STP strategy of CM company in China,and put forward relevant safeguard measures to carry out the STP strategy,including organizational guarantee and human resource protection. |
