Research For DL Cement Group Special Cement Big Customer Marketing Strategy

In recent years,the domestic cement industry has slowed down,market profits have begun to decline,and normal competitive order has been disrupted.Due to the unreasonable production and sales structure of enterprises caused by severe excess cement production capacity,it is restricting the healthy development of the cement industry.Dalian area is also the hardest hit area with excess cement production capacity,and the marketing situation of cement companies is facing great challenges.DL Cement Group is a moderm group company integrating cement,clinker,and stone production and sales.The company’s subsidiary special cement plants mainly produce special cement such as oil wells,nuclear power,medium-heat,roads,and high sulfur resistance,with an annual output of 580,000 tons.Special cement production capacity.Although special cement products have a stable sales market and large customer groups in the Northeast region,DL Cement Group will inevitably face great competitive pressure and many difficulties in order to establish a foothold and achieve great development in the fierce cement market competition.At present,although the theory and research methods of marketing strategy of large customers at home and abroad have been gradually improved,there is still a lack of practical cases and detailed research in the field of marketing strategy of large customers of manufacturing enterprises.This paper analyzes the current marketing status of special cement customers of DL Cement Group,and analyzes the existing problems in the marketing of special cement customers from the four aspects of 4C marketing theory,such as "customer,cost,convenience,and communication".As well as the reasons for the existence of the problem,and in view of the above four aspects,this paper puts forward specific suggestions such as enriching special cement varieties,formulating a differentiated flexible pricing mechanism,opening up diversified marketing channels,and effectively applying marketing methods for foreign ports.This article also uses literature research method,qualitative analysis method and case analysis method to analyze and study the implementation process of the big customer marketing strategy of this 100-year cement manufacturer,and provide theoretical and data support for the enterprise to achieve the overall marketing goal.At the same time,the author puts forward the marketing strategy of large customers suitable for their own development,and provides a strong guarantee for the smooth implementation of the marketing strategy of large customers through the improvement of the system,the effective management of human resources,and the optimization of process technology.Through a detailed study of the DL cement group’s special cement marketing strategy,we strive to build the enterprise into the most competitive special cement production base in the Northeast and even in China.At the same time,we hope to provide some reference for the operators of other domestic manufacturing industries in the big customer marketing strategy.