Research On The Marketing Strategy Of Cement Of Liaoning YD Cement Group

The development of China’s economy has entered a new normal,shifting from high-speed growth to medium-and high-speed growth,and the economic structure has been continuously optimized and upgraded,gradually shifting from factordriven and investment-driven to innovation-driven.Due to its relatively mature technology and low barriers to entry,the cement industry has experienced a process from scratch to a few and many over the past 100 years.Over the years,China’s cement production capacity has ranked first in the world.The slowdown in economic growth led to a reduction in cement demand,and the continued expansion of cement production capacity has aggravated the contradiction between supply and demand.This phenomenon has been particularly prominent in Liaoning Province.The fierce price war has caused many cement companies in the province to lose money year after year since 2013.Business is difficult.In this context,several group-type cement companies in Liaoning Province initiated and established Liaoning YD Cement Group Co.,Ltd.in an attempt to explore new ideas for platform marketing by integrating marketing resources and complementing each other’s advantages.This move will increase the degree of concentration in the cement industry in the province.It can control production and reduce pollutant emissions through market planning in the event of severe overcapacity in the region.It can also curb the industry-wide loss trend caused by large-scale low-price competition.This paper takes the YD Cement Group,a new type of organization,as the research subject,applies marketing related theories and tools,and uses literature methods,empirical analysis methods,and case analysis methods to research its marketing strategies.The main contents include the following three aspects:(1)First,use the PEST analysis model and Porter’s five force analysis model to analyze the macro and industrial environment in which the company is located,and find out the opportunities and threats the company faces.Through research and analysis of the company’s profile,resources,and capabilities,the company has tapped its own strengths and weaknesses.(2)Then,based on the status quo of regional markets,core consumer needs,and product marketing characteristics,the company’s target market is subdivided and selected,and then market positioning is conducted to establish marketing goals for the company.Develop marketing strategies in terms of products,prices,channels,and promotions.(3)Finally,it puts forward recommendations for the implementation of various strategies,as well as organizational,institutional,and technical safeguards.This article aims to develop a scientific and effective marketing strategy for enterprises in view of the current lack of economic development in Liaoning Province,the intense external environment in the regional market,and the new institutional and operating model of the research enterprise itself.Make it better cope with the rapid development of economic life and the ever-changing market environment.It can not only provide suggestions for the actual operation of the company,but also explore the theoretical support and practical ideas for the development of the regional platform marketing company,and then provide strategic reference and ideas for enterprises in the traditional industries such as cement under the new normal.