Study On The Marketing Strategy Of The Aluminum Products Of Feixiang Aluminum Co.,Ltd

As our nation has adjusted the export policy on the products of high energy consumption,high pollution and resources (called two high-one capital for short), the export of this products become unsustainable and many companies are made into great difficulties. Renminbi rose in value also has impact the export. How to get rid of the plight and explore the way of its long-term development are two major tasks of these enterprises at present.This thesis has studied the relative theory of international marketing and international trade, which applied the method with putting theory into practice,analysis of statistics and empirical study. It also made a detailed analysis of international markets' internal and external environment. Then aiming to existing problem of company's marketing and operating management, the paper has made a scientific selection for Fei-Xiang company's international marketing strategy and tactics as follows: On the aspect of product, the key strategy is to implement the strategy of pricing differentiation and increase investment in R&D. At the same time company upgrades the products, supplying more innovative products of high quality, good performance, such as aluminum-magnesium alloy wire 5154C and special coaxial cable. To the mid-range products including aluminum wire, the aim is to create advantage of price and quality, in order to avoid excessive competition in the low-end products and firmly occupy the commanding heights of competitiveness in the international market. On this basis, Company should continue to develop a heat-resistant aluminum alloy conductor and other high-end products, so that enterprise can gradually achieve industrial upgrading and compete calmly in the international market in a strategically advantageous position. As far as the construction of system, the total shareholding system is to carry out, that's to say investors holds large stocks, the backbone hold more than before, technical staff and researchers awards with stock, general staff also hold. This realizes the reform from employment system to joint-stock (limited liability company), forming a destiny and interests union. In terms of price strategy, taking the advantage innovative exclusive products, the implementation of skimming pricing strategy is to be applied. The penetration pricing strategy also is to be in consideration to make use of the cost advantages. The main target markets are located at the United States, Canada and South America, Brazil and the Middle East, Saudi Arabia and other countries, whose market capacity is large, corporate has good reputation, where the capital returns quickly and set a strong role model for other companies.In addition, the paper also makes personnel training, information dissemination, marketing channels, promotion strategy, the Government co-operation as well as the implementation of brand strategy and perfect after-sales service, it is also the corresponding measure. These strategies and the implementation of the strategy not only make the business get out of difficulties soon, and pave a way for better future. The paper also provides a reference to the exploration of "two high-one capital" industry's development path.