Research On Marketing Strategy Optimization Of Anhui Langxi NF Cement Co.,Ltd.

Cement is a cementitious building material made by adding mixed materials after calcination and maturation of limestone.It is an irreplaceable product for national infrastructure construction.With the steady development of China’s economy,the country has increased investment in infrastructure,which has brought development opportunities to the cement industry.The cement industry in China adjusts the contradiction between supply and demand by shifting peak production and limiting kiln production,which makes the cement industry obtain very good benefits.However,China’s cement industry is still facing a serious overcapacity situation,the relationship between supply and demand in some regions is seriously unbalanced,improper use of marketing strategies among enterprises,resulting in low regional industry benefits.In the recent stage,new cement production capacity has been continuously increased through capacity replacement,which,on the one hand,makes the industry face environmental pressure,but also aggravates the excess capacity.In the case of limited demand,it obviously increases the competitive pressure between cement enterprises,and the market coordination within the industry becomes more fragile and dangerous.In order to be able to gain advantages in such a fierce competitive environment,ensure the balance of production and sales of enterprises,the correct development of marketing activities,cement enterprises urgently need to optimize and adjust their own marketing strategy.Under this background,the paper takes Anhui Langxi NF Cement Co.,Ltd.as the research object,and carries out optimization research on its existing marketing strategy.Anhui Langxi NF Cement Co.,Ltd.has a lot of marketing problems,resulting in the unbalance between production and marketing,the decline of competitiveness,passive response to the market,enterprise efficiency is not high.In order to gain a foothold in the fierce competition in the cement market,ensure the survival and development of enterprises,and complete the established business goals of enterprises,it is particularly important to optimize the marketing strategy of Anhui Langxi NF Cement Co.,Ltd.In this paper,the marketing strategy of Anhui Langxi NF Cement Co.,Ltd.is taken as the research object.Firstly,the internal and external environment of Anhui Langxi NF Cement is analyzed by using the marketing analysis method PEST and the five-force analysis model.Combined with the problems and reasons of the current marketing situation to analyze,through the STP theory of Anhui Langxi NF Cement Co.,Ltd.market segmentation,selection and positioning.Using 4PS marketing theory to put forward the optimization scheme of the current marketing strategy of Anhui Langxi NF Cement.Firstly,stabilize the product quality,improve the level of service,adjust product structure,expand marketing area,improve the appearance design of bagged cement.Innovate and develop differentiated products to avoid major points of competition.Secondly,implement the flexible strategy of regional pricing and one customer one policy,make use of the difference price between cash and acceptance payment as the supplementary adjustment of price,and implement the policies of volume and price linkage and annual rebate to increase sales volume.Thirdly,increase direct places based on the current one,control places at the same time,and explore cement e-commerce places.Finally,Anhui Langxi NF Cement Co.,Ltd.has no promotional activities under the premise of the correct development of public relations,advertising,personnel promotion and business promotion of promotional activities.I hope that through the research results of this paper,Anhui Langxi NF Cement Co.,Ltd.can cope with the fierce competition in this harsh environment to have better development,and meanwhile it could bring relevant reference to other peers.