The Research On The Marketing Strategy Of YN Salt Compant

In April of 2016,the State Council of China promulgated the "Salty Industry Reform Plan",which marked the official launch of the salt industry reform.Under the background of the marketization reform of the national salt industry system,the salt companies will be challenged by the existing marketing work primarily,and the future market competition will probably initiate at the level of corporate marketing.As related policies are further clarified and refined,how salt companies can combine and adapt their own characteristics in accordance with the changes in the external environment to formulate and optimize marketing strategies that meet their own development needs,so as to maintainad seize the market will inevitably become a major development topic which relevant to salt companies.YN Salt Co.,Ltd.is currently the only company in YN Province that has obtained salt production and wholesale licenses.It is responsible for implementing the salt franchise policy,ensuring the normal supply of qualified iodized salt in the province,and endeavouring to eliminate iodine deficiency hazards.The company has four salt mines with the largest reserves of salt resources and the best production costs in the province,simultaneously YN Salt Co.,Ltd.is the first company in China to realize the integrated management of salt production and sales.However,due to the influence of the long-term franchise system,there is a scanty marketing awareness,a single product structure,unscientific pricing mechanism,weak channel management and control capabilities.Under the circumstance of market competitions,it will be faced with many issues and threats.The company urgently needs to optimize its marketing strategy.The research is based on the reform of the salt industry system,taking the marketing status of YN Salt Co.as the research object,and supported by the marketing-related theories,using the methodologies of literature review,case analysis,and field inspection to analyze marketing strategy of YN Salt Company under the background of Salt Industry System Reform.Firstly,the research will discuss the research background,the research significance,and the internal and external research conditions and related theories,which lays the theoretical foundation for this thesis.Secondly,the essay will introduce the basic situation of YN Salt Company and analyze the problems faced by its marketing of salt products.Thirdly,the macro environment theory PEST and SWOT analysis are employed again to analyze and evaluate the internal and external environment of the company and the advantages and disadvantages of the marketing of YN Salt Co.,Ltd.,as well as the opportunities and challenges it faces.On this basis,the market is subdivided,and in line with the actual situation of YN Salt Co.,Ltd.to select the target market of YN Salt Company and define the market position.Ultimately,the research will put forward marketing optimization strategies and related safeguard measures.In this research,the marketing strategies may be utilized in the future marketing practice of YN Salt Co.,Ltd.,which will provide effective guidance with the company's follow-up marketing,and also furnish a reference with the development of other salt companies.