Research On The Marketing Strategy Of Guizhou HJ Aluminum Compan

With the increasingly fierce competition in globalization,the market competition of the long-term monopoly operation of the domestic aluminum industry has been gradually broken.The operation of established aluminum enterprises in Guizhou Province has become more and more difficult under the impact of the global economic crisis.As a result,they all have been eeking transformation and upgrading.Under this background,as a new enterprise,Guizhou HJ Aluminum Company,with the business philosophy of "State-owned enterprise holding,Private enterprise operation".,has become a new exploration for the transformation and upgrading of the aluminum industry,At present,the market-oriented competition level in the aluminum industry is getting higher and higher,the contradiction between supply and demand in the industry is becoming more and more prominent,consequently the traditional marketing strategy cannot adapt to the new changes in the market.Guizhou HJ Aluminum Company needs to keep up with the pace of the time,combine the changes in the industry,constantly optimize marketing strategy,and promote the long-term healthy development of enterprises.This paper conducts an in-depth analysis of the marketing strategy of Guizhou HJ Aluminum Company through literature research,data analysis,in-depth interview methods,etc.,focusing on raising,analyzing and solving problems.First of all,introduce the background and significance of the research,and read the relevant literature to provide theoretical support for subsequent research.Secondly,the PEST tool and the Porter five-force model are used to analyze the macro and industrial environment of Guizhou HJ Aluminum Company.Then,through the analyze of the current marketing situation and interview analysis from different perspectives,it is found that there are four main problems in the current marketing strategy of Guizhou HJ Aluminum Company.First,the product type is single,and the competitiveness of quality is weak.Second,the pricing method is unified,lack of flexibility.Third,take direct channels as prior,thus the market risk is high.Fourth,take personal promotion as prior,thus the effect is poor.Based on the previous analysis,some marketing strategy improvement suggestions are put forward from the perspective of 4P against the problems found in the research.(1)On products:broaden the variety of products and strengthen product quality.(2)Pricing: explore a variety of pricing methods;optimize the product transaction structure;carry out differentiated pricing modes.(3)Channel: build multiple channels;stabilize key channels;control single channel sales.(4)Promotion: train professionals;innovate promotion methods;participate in industry conferences.At the same time,in order to ensure the effective promotion of marketing strategy,relevant safeguard measures are put forward from four aspects: organization,the talent,capital,technology,and logistics.This research is somehoever helpful for Guizhou HJ Aluminum Company to improve its marketing ability and strengthen its marketcompetitiveness,and has a certain reference significance simultaneously for other similar enterprises in the industry.