Research On Marketing Strategy Of Expanding "Changbai Dickite" To Japanese Market

The market runs in accordance with its intrinsic rules as before, entering an era gradually in which success is decided by marketing. Nowadays the executives are impelled to pay attention to this marketing era; otherwise "the daughter of emperor" also could not evade the destiny that "no one knows her because she is kept in the palace". Establishing a brand is the same. Changbai Dickite, as a kind of nonmetal mineral product, is mainly used in the making of ceramics and fiberglass. It is the raw material for manufacture and is mostly exported to Japan. Recently Changbai Dickite is confronted with the competition from five domestic enterprises of the same trade. Furthermore, there is often dickite sold to Japan in the name of Changbai Dickite, which impacts Changbai Dickite greatly and makes its quotient in Japanese market shrink gradually. In this thesis, table 2 and table 4 can prove this point. The thesis also analyzes two greatest advantages of Changbai Dickite: 1. High-aluminum and low-iron is unique and of best quality. 2.Having been exported to Japan for 11 years, Changbai Dickite's quality and credit has got the recognition of part of Japanese kiln industry, and it is well-know to a great extent. Regarding the above situations, I therefore propose the marketing strategy of expanding "Changbai Dickite" to Japanese Market. The brand marketing has following functions: (1)Identifying function; (2)Resist the counterfeit behavior and protect the proper and legal right of enterprise; (3)Promoting function;(4)Competing function; (5)Bradization can create brand loyalty for the enterprise; (6)Brandization is beneficial to the enterprise to subdivide the market and control the market; (7)Powerful brand is helpful to establish the enterprise image of Xingya Company, and obtain the trust of both dealers and consumers. Hereby, the execution of brand marketing strategy is the key point to re-establish its glorious success. The core of creating Changbai Dickite's brand includes four aspects: Quality is the premise; modern management system is the guarantee; characteristic marketing is the key; management and maintenance is the lifeline. These four main factors are vitally related. The process of molding a brand is also a process to re-establish an enterprise as strong brand naturally represents enterprise's strong life force and higher appropriation rate. Then how to create the brand of "Changbai Dickite"? The first step is to project brand well. Brand molding is an endless, arduous and dynamic process, which requires that the enterprise has an overall programming and complete brand decision system to ensure brand's coherence and consistency. The second step is to position the brand correctly, distinguishing it from other brands apparently and finding out the assertion of the brand. Changbai Dickite can be positioned as "guarantee of top grade toilet utensils". In this way, its unique quality superiority can be displayed. The third step: the appropriate spread and selling of brand is the key. To Changbai Dickite, the most important and difficult problem is the spread and selling of brand after brand marketing strategy is decided. Ascending of sales and expanding of market appropriation of Changbai Dickite will be the most persuasive proof. In the article, four valid ways are put forward according to author's actual work: mass transmission, interpersonal communication, internet transmission, displaying activities and conformity transmission; five selling ways: setting up branch in Tokyo, Japan, using personnel to promote sale, sale promotion on the Internet, batch discount, mixed grades discount and quality-price fluctuation system. The factors which influence modern marketing are very complicated, but product, price, marketing, promotion are the most important ones. Exerting the four factors properly is essential to brand's growing. Product is crucial in the marketing combination since it is backbone of the enterprise, content of the brand as well as basis of connection between brand and consumers. If any brand abandons the content of the product, there is only one body left. We can say that a brand without product is impractical; a product without brand is lifeless. So, the product force supports the brand force, meanwhile thebrand force draws the product force. In market competition, price competition is a traditional means between enterprises and also an important way in modern competition, which is placed in the surface layer of enterprise competition and is the direct representation of enterprise's strength, as a result it becomes the core of enterprise competition. In brand marketing process, price also counts for much. In the period of low-standard living, consumers need the products that are of good quality and cheap, however, with the raising of consuming level, people's pursuit to price shows the tendency of complicity. In accordance with this, enterprise's method to fix the price has changed totally. The traditional cost guidance to fix price is replaced by brand-new requirement guidance and competition guidance. Therefore, Changbai Dickite should adopt the strategy of quality control and cost priority. The core concept of the marketing work is to transfer the products made by the enterprise to its own consumers. The realization of commodity's value and use value rests with whether the consumers can touch and use it. Marketing network connects the starting point and the ending point of the product, becoming a necessary medium factor. In modern marketing theory, becoming a brand, not only suitable products, reasonable price and convenient marketing channel for consumers'purchase are needed, but also certain methods should be exerted, e.g. passing the information about brand and product to the consumers, making consumers understand, prefer, and finally purchase our products; promotion is just a process to increase brand's influence to consumers, consequently to reach the aim of extending sales. The fourth step is management and maintenances of the brand. With the development of market economy, the entrepreneurs can see value effect brought by the brand clearly, and they are also aware of the importance of brand management. Pure media publicity can make a product well known in a short term, but an enterprise could fail overnight if it neglects the brand management that is the lifeline of an enterprise. The brand management should be integrated, systematic, scientific andpersistent; this thesis discusses the content and method of brand management from four aspects: brand product management, brand market management, brand organization management and brand crisis management. Here I want to reiterate several points. Talents mold the brand. In this era of complete marketization and competition, talents are the most important and valuable sources for a enterprise, such as entrepreneurs, project managers, excellent management crew. Hence, "respect labor, respect knowledge, respect talents, respect creating" becomes more significant, which is a key to build enterprise's core competition ability. Enterprise's core competition ability is the performance of its comprehensive strength. In the knowledge-economy ages, enterprise's core competition ability is coagulation of enterprise's particular knowledge, and talents are the carrier for knowledge's production and application. Thus, in order to form a knowledge accumulation system in a famous enterprise, to mold and to develop a brand better, it is necessary to establish a considerable management team with comparatively stable knowledge, practical ability of marketing, and organic combination of product creating ability technology and management as it can exploit all employees'intelligence source and mobilize their go-aheadism and creating spirit. The brand depends on the enterprise culture. The brand is the logo of enterprise culture. Enterprise culture is the support of the brand, the core value opinion and spirit of enterprise. It comes into being during employees'long-term practice, which is the attitude, thought behaviors and criterion that the employees should possess. It is also the most valuable treasure of enterprise, key of engendering enterprise's cohesive force and centripetal force, and first choice of mobilizing all personnel's enthusiasm, creativity and providing good product and service for consumers. The brand is the carrier of culture. Culture is the essence condensing on the brand. Through brand, the enterprise will expand its visual field to the whole enterprise cultural field, increasing cohesive force to the interior and...