The Shareholder Property Change How To Affect Jianlibao Group's Marketing Strategy

With the further development of Chinese modern enterprise system and Property right system, and the gradual development of the security market. Merger and purchase is abroad accepted and then applied by Chinese enterprises in practice. A series of advanced purchase methods such as sales out, absorbing merging and borrow shell come into market etc. those are introduced to china and put to use with great creativity. Apart form studying the management buyout enterprise merger ,the thesis puts its stress on the changes of JLB′s shareholder and its effect on the formulating and executing of the company ′ s marketing strategies . By these, the problems in the company ′ s development(the centralization and distribution of state power ,the strive of management staff),the building of enterprise culture , execution of policy are discussed. It will help the avoid purchase risk efficiency when it frond the sharp changes of the exterior environment. It offers a practices of the enterprise merge in china. This thesis describes the process of the shareholders property changes happened in JLB company ,discussing the background and process of the shareholder struggling at different stages and analysis the group′s marketing strategies with the three historical figures, Lee Jingwei , zhang hai , lee Zhida as the center of the account. By studying the formulation and executing of the production strategy, brand promotion strategy, distribution and price strategy, it analyses how changes happened on human and capital affect the formulation and execution of the marketing strategies. It also discusses the business achievement and financial reporter, and stresses on how the capital affects the marketing strategies by the group's investment strategy. In the end, by the law expert's assessment, it discusses how the JLB can criterion its purchasing procedure prevent the risks related to law and politics, meanwhile, by the evaluation o f brand marketing experts, it summarizes the experience and lessons in the process of its brand promotion. Thus contributes to the effort of finding a way of successful marketing beverage' brand. The thesis discusses the inner cause of JG crisis from the aspect of executing marketing strategies and puts the company is essential caused by the fact that its selling emerging in the sale, is caused by the attitude strategies rather than by The Lack of advanced marketing theories, or failure of the product development, brand and market promotion. The marketing strategy deciders, short sight idea of using intensive ads strategy and unique product wrapping strategy in hope of obtaining huge rewards in a short-term, led to serious mistakes. With "Being solid construct terminal service, honest do sales" as the title. The writer provides the new prospect to innovative the JLB 's marketing strategy.