Research On Marketing Strategy Of Cement Products Of Dongyi Building Materials Co.,Ltd.

Dongyi Building Materials Co.,Ltd.is a representative veteran enterprise in Northeast China.There are 25 cement and related product manufacturers,distributed in three provinces,including 17 cement grinding bases and cement production capacity of 27 million tons.Faced with the increasingly serious overcapacity and the sharp decline in market demand,the company did not adjust its marketing strategy in time,and its operating income and profits decreased year by year.The problems in the marketing of Dongyi Building Materials Co.,Ltd.are mainly the mistakes in the formulation and implementation of the price strategy,the conservative concept in the market development process,the lack of innovation in products,and the lack of publicity and promotion activities.Combined with the marketing status of Dongyi Building Materials Co.,Ltd.and existing marketing issues,we started to redesign our marketing strategy.First of all,we analyze the macro environment,in terms of macro-environment,the number of proposed projects in Northeast China has dropped significantly,cement products are in a state of high excess capacity,and although the price level has increased,some cement companies are still at a loss.The country's implementation of controlling capacity replacement,implementation of peak production and environmental protection to capacity,the impact on cement companies is the coexistence of pressure and opportunity,the “The Belt and Road” strategy and the new cross-border e-commerce comprehensive test area bring opportunities for cement companies.In terms of micro-environment,the main competitors of Dongyi Group in Jilin Province and Liaoning Province are the same old enterprise Jidong Cement company,and the northern cement established by China National Building Materials after the acquisition of Jingang Cement company,followed by Liaoning Shanshui Gongyuan Cement company,Liaoyang Tianrui Cement company and Liaoyang Hengwei Cement company,they are all very strong competitors.Buyers either have strong bargaining power,or are now weak in bargaining power but are increasing.The threat of new entrants is small,the threat of alternatives is small.Suppliers have strong bargaining power.According to the analysis results of the marketing environment,the SWOT analysis matrix is constructed.The advantages of Dongyi Building Materials Co.,Ltd.are in terms of supply network layout,product variety,customer base and group scale advantages.The disadvantages are in terms of price strategy,conservative concept,less promotion activities,and overall costs.The opportunities are mainly the “The Belt and Road” strategy and the decision to build a cross-border e-commerce pilot zone in multiple regions implemented by the government.The threat exists in product homogenization competition,overcapacity,and increased bargaining power of buyers.Determine the best strategy for comparison by SO strategy combination.After determining the competitive strategy,the STP analysis is carried out according to factors such as the location distribution,product model and usage mode of the production enterprise.The target market selects the regional market,and the product positioning covers the high,medium and low-end markets.Marketing strategy design based on competitive strategy and target market: Focus on niche demand market and export market in product strategy,meet the demand through product packaging changes,and form new profit growth points.At the same time,strengthen brand building,increase brand value-added by improving service;in terms of price strategy,implement reference pricing strategy based on competitor price and distance,form effective competition with competitors,and avoid potential entrant risks;in terms of channel strategy,While optimizing the existing direct sales channels and distribution channels,we will use the advantages of macro policies and the advantages of our own supply networks to develop export channels and e-commerce channels to cope with overcapacity in the regional market;in terms of promotion strategies,we will focus on The public,with the reciprocal cooperation with the purchase of customers,form a virtuous circle,while strengthening customer stickiness through untimely promotions.The formulation and safeguard measures of the above marketing strategies are also of reference significance for other Northeast enterprises.