Research On Marketing Strategy Of Non-ferrous Metal Products

Nonferrous metals are essential basic materials and important strategic materials for national economy,People's Daily life,national defense industry and the development of science and technology.The modernization of agriculture,industry,national defense and science and technology are inseparable from nonferrous metals.With the advancement and acceleration of China's current economic development and scientific and technological modernization,the nonferrous metals industry closely related to it is also developing rapidly.The good development prospects of the industry has also made internal competition increasingly fierce.In general,the competition among various domestic non-ferrous metal companies is due to the high level of homogeneity of their products,leading to the main competition among companies that is price wars.As one of the largest non-ferrous metal product R&D and production enterprises in China,in the face of the current increasingly fierce and ever-changing market situation,how to grasp the opportunities and accept the challenges in order to obtain sustained,rapid and long-term stable development lies in a very important question in front of the enterprise.Therefore,it is an important test for Guocheng Mining to formulate a reasonable marketing strategy based on the actual situation of the company.This paper takes Guocheng Mining as the research object,it is hoped that through the analysis of the current market situation of the company and the existing problems in the current marketing strategy,reasonable suggestions will be put forward,the product market positioning will be clarified,and the marketing strategy suitable for the development of Guocheng Mining will be found.Firstly,this paper uses the literature research to review the classic works and representative literature related to the marketing strategy theory and the non-ferrous metal industry.Secondly,it uses PEST analysis model and SWOT analysis model to analyze the changes in the internal and external marketing environment of Guocheng Mining.Then that uses the combination of products,prices,channels,promotions and other strategies to analyze the development status of Guocheng Mining's marketing.In the research,it was discovered that the marketing strategy has the problems of single product,lack of brand awareness,lack of reasonable pricing mechanism,simple marketing channels,and lack of promotional methods.After that,the STP theory was fully used to analyze the target market and market positioning of Guocheng Mining in the future.With the 4P theory and the actual situation of the enterprise,relevant optimization measures were proposed from different perspectives of products,prices,channels,and promotion strategies.The measures are to strengthen the development of new products and brand building,clarify pricing targets and improve pricing strategies,optimize offline channels and strengthen online marketing,improve customer management capabilities,and use public relations for marketing.Finally,safeguard measures implemented in four aspects are optimizing marketing organization and business processes,improving the level of marketing team building,strengthening marketing process control,and increasing investment in information resources.The marketing problems of Guocheng Mining are widespread in Chinese non-ferrous metal industry.Through this research,on the one hand,it will help Guocheng Mining improve its marketing and management model in the ever-changing and increasingly fierce market competition,get rid of difficulties,and gradually improve the overall level of the company;On the other hand,it is also hoped that the research conclusions and solutions of this paper can be used for reference by enterprises in the industry which have the same marketing problems as Guocheng Mining.