Study On The Marketing Strategy Of Yantai M&M Corp.

Due to the variableness of international trade situation and the adjustment of our domestic exporting policy, the majority of Chinese state- owned foreign -trade enterprises have gotten into a living and developing trouble in the opened competitive market. How to get away from the current difficult position has been a main issue of the moment for the foreign-trade enterprises' being and development. Yantai Metals &Minerals Import and Export Corporation ('Yantai M&M Corp' for short) is one of the earlier specialized state-owned companies in Yantai. But since 2003, as a result of not fitting the new situation, its profit began to decline, and now it is on the verge of bankruptcy. This article chooses Yantai M&M Corp as the case enterprise, and introduces the company's current export marketing status and existing problems. On the basis of 4Cs&4Ps Theory, Integrating marketing theory, PLC theory and comparative advantage & competitive advantage theory, the author studies and deeply analyzes the problems existing in the export marketing system by using statistical analyzing approach and example analyzing approach. The author believes it is the flimsy and outdated marketing system induces the company precipitate into crisis in short time, not the trade environment. Based on the analysis of marketing system, the author put forward a feasible export marketing strategy and implementing suggestion, so that it can improve the flexibility and reaction reactivity, solve the bottle- neck issue in the company's development, and make a reference for the...