An Investigation Into The Fly Ash Marketing Strategy Of The PD Company

With the rapid economic development, the improving environmental requirements of the nations, fast development of the collection technology, large number of low-level coal and fast growth of fly ash emissions, the industry of fly ash has become the fastest developing and the best growing industry in China with a promising future. However, the fly ash industry is still undeveloped due to the short developing period. The old consuming concept as well as the low level of the economic development affects the development of the fly ash industry. Therefore, the focus of this study lies in how to utilize the modern marketing knowledge to develop the industry of the fly ash and to increase the abilities of the fly ash company for competition.This study is based on the Fly Ash of PD Co. This paper PD company as the research object, in the theoretical analysis on the basis of an objective analysis of China's trade status of fly ash, fly ash marketing company PD and problems of the status quo, mainly manifested in the products, pricing, distribution channels and Marketing promotions and other aspects of the problem of fly ash by analyzing PD companies facing the macro and micro environment, use of the PD company SWOT development opportunities, threats, strengths and weaknesses of the analysis. Was able to sum up the support of state policies, fly ash in great demand, but because of higher product homogeneity, and fierce competition, companies must combine their PD transport, power and other technical advantages of fly ash products marketing strategy formulation. In PD determined on the basis of the company's target market of fly ash, mainly located in the northwest Shaanxi mainly on the market of cement manufacturers, construction and road construction projects. Product strategy, expand the product portfolio, to reduce product homogeneity at the same time on different target customers and transactions have different time transaction price in the distribution strategy, the establishment of flat sales channels, and key members of the focus on channels selection and evaluation; Finally, the staff marketing, advertising and promotional strategy options. To ensure more effective implementation of the marketing strategy, in the final paper to strengthen the building of enterprise culture, and strengthen the building of human resources, and organizations, such as the implementation of the proposed adjustment.