Research On The Marketing Strategy Of Cement Products In G Trading Company

Cement products are the necessities of economic and social development,and China’s cement output ranks first in the world steadily.With the continuous acceleration of urbanization,the construction of new rural areas,and the implementation of various development strategies,the demand for cement products will continue to expand.The competition will also become more intense.Therefore,it is very necessary for cement companies to adopt effective marketing strategies,which is the key to accelerating product sales and improving the market’s competitive advantage.G trading company is a company specializing in the sale of cement products.In recent years,due to the increasing pressure of market competition,it has brought greater challenges to the company’s development.For the G trading company,it fully grasps external development opportunities and internal resource conditions,and formulates and implements effective marketing strategies to become the key to enhance its competitive advantage.Therefore,this paper mainly uses case analysis,literature research,field investigation and other methods to analyze and study the marketing strategy of cement products in G trading company.Firstly,this paper reviews the relevant research results of domestic and foreign scholars.Based on the introduction of the basic situation and main business of G trading company,it conducts a PEST analysis of its marketing strategy environment.The analysis results show that the current political and legal environment,economic environment,social environment and technical environment faced by G trading company in the process of implementing marketing strategy are relatively good,but they will still face constraints from the legal level.According to the analysis of Porter’s five-force model,it can be seen that the current The industry’s competitive environment of G Trading company is in a state of continuous deterioration,which requires them to deal with sales channels and customer management to effectively resist the pressure of industry competition.From the SWOT analysis of G trading company,it can be seen that the current The company’s internal advantages are very obvious,such as wide market network coverage,complete product variety,good reputation and customer base,and obvious advantages in economies of scale.However,its problems cannot be ignored,which is reflected in the fact that prices do not meet market demand,relatively conservative market development,lack of effective publicity and promotion,and increasing overall development costs.The existence of these disadvantaged conditions has greatly hindered the development of the company;at the same time,external opportunities facing development are good,such as macroeconomic development opportunities,Belt and Road strategic opportunities,rapid urbanization opportunities,etc.,which bring to its development New opportunities;however,the external threats to the development of G trading company are also very obvious,such as severe homogeneity of products leading to intensified competition,shrinking market demand,and stricter environmental protection policies.Therefore,G trading company should take full advantage of internal advantages And external development opportunities to effectively circumvent internal disadvantages and external challenges,so as to ensure that it can continuously improve its competitive advantages,reduce marketing costs,and improve profitability in the development process.After that,this paper starts with product strategy,price strategy,channel strategy,and promotion strategy.From the perspective of other angles,the current status of the implementation of the cement product marketing strategy of the G trading company and the construction of the marketing team are analyzed,and the effect of the marketing strategy of the G trading company is analyzed from the aspects of marketing costs,sales profit,market share,etc.Although the current G trading company has adopted a series of marketing strategies,and a certain effect has been achieved.At the same time,the company’s marketing strategy still has a series of problems,such as low product competitiveness,imperfect price mechanism,irregular channel construction,and inadequate promotion strategies.The existence of these problems has made G trading company in the market.The competitive advantage is limited to a large extent,and even threatens the survival and development of the company.Finally,on the basis of a comprehensive analysis,this paper proposes a series of marketing strategy improvements for G trading company based on the 4p theory of marketing for improving product competitiveness,improving the price setting system,improving channel construction,strengthening promotion strategies and so on,with a view to improving the marketing ability of G trading company’s cement products through the implementation of effective marketing strategies and promoting the healthy and long-term development of G trading company.According to the research of this paper,several aspects of innovation are realized :(1)innovation of research perspective,this paper takes cement product sales enterprises as the research object,and realizes the innovation of research perspective without considering production;(2)innovation of research content.