Research On The Market Positioning And Strategy Adjustment Of Dalian Kunda Cast Iron Pipe Company

In developed countries,90% of urban water supply pipes are ductile iron pipe, but in China the ratio is only 17%. With the speeding up of the water resources process in price-market and the implementation of "The recent planning to transformation of the city water supply network through the country (2006-2007)", the domestic demand for ductile iron pipe will get more room for growth. In the future, domestic demand and export will both stimulate the growth of sales of ductile iron pipe. In 2009, many factories including Dalian Kunda Cast Iron Pipe Co. Ltd in Ganjingzi industrial area district was asked to relocate to Shahe Harbor Industrial Zone in Dengzhou of Golden State by 2012. The company needs to adjust the development strategy after the moving, so the company should make the correct market position in order to lay down the scientific and feasible adjusted strategy.This article is divided into five chapters. The first chapter as introduction introduces the background and significance in detail and analyzes the research situation in depth. The second chapter interprets the meaning of market positioning, the positioning step, the classic strategy and theory of market positioning. The third chapter introduces the Dalian Kunda Cast Iron Pipe Co.Ltd simply, Using Porter's five forces model and SWOT analysis to the company's business environment, this paper hold that the company is diversified strategy. Chapter IV introduces how to make the reasonable and exact market position and suggest that the positioning strategy of this enterprise is a strategy to avoid the strong after the target market segments combining analysis of business environment in ChapterⅢ. Based on the market positioning strategies,this paper sets down a series of development strategies for companies to develop after the removal, including cost-reduction strategy, new product development strategy, relationship marketing strategy, aiming to occupy a place in the fierce competition. In the fifth chapter, this paper provides some measures to ensure the strategy can be implemented.This article provides a reasonable theoretical basis for Dalian Kunda Cast Iron Pipe Limited to determine market positioning and establish development strategies by analyzing new entrants into the competition, the existing competitors, the threat of potential alternatives, the company's strengths, weaknesses, opportunities, and threats.