Research On Marketing Strategy Of Yunnan Salt Industry Company

Since the implementation of China’s salt industry system reform,the competition in the domestic salt market is gradually opening up.Under the condition that the state-owned salt enterprises and consumers are more accustomed to low-cost consumption of salt,there has been a fierce price war between salt enterprises in adjacent areas.As the only salt enterprise in Yunnan Province that has obtained the salt production and wholesale license,Yunnan Salt Industry Co.,Ltd.has always had a stable market in Yunnan and surrounding provinces.After the implementation of salt industry reform,the surrounding areas of the original market have been impacted by foreign salt products,and the marketing has fallen into the dilemma of gradual shrinkage.This paper studies the marketing strategy of Yunnan Salt Company by consulting literature and investigating the marketing situation of domestic salt enterprises.Firstly,the paper makes an in-depth analysis of the marketing status and problems of Yunnan Salt Company,and points out the main problems such as single resources,high cost and poor channels.Then,through PEST analysis,five forces model analysis and SWOT analysis,this paper analyzes the internal and external environment of Yunnan Salt Company.On this basis,this paper puts forward some suggestions on the further optimization of the marketing strategy of Yunnan Salt Company,and puts forward the safeguard measures to solve the marketing problems such as outdated ideas,backward personnel quality and insufficient existing resources.It provides a reference basis for the next operation decision and transformation decision of Yunnan Salt Company.