The Research On Marketing Strategies Of Hongta Coke Co., Ltd. In Xiaoyi City

Since the financial crisis, coking industry has taken place great changes in our country. Actively promoting integrated development of the "Coal-Coke-Industry", encouraging coal, coke, iron and steel consolidation reorganization, supporting production of coking enterprises to improve their recovery, the development of coal chemical industry, extend the industrial chain; primarily coking industry has become a necessity. In the national policy, to vigorously promote industrial restructuring coking conditions, the more obvious advantages of large companies, small independent coke enterprises develop more difficult, while the government strengthen the control of the polluting industries, making enterprises become more intense competitive environment. Hongta companies in order to gain a competitive advantage, stand in an invincible position, we must continue to study an effective marketing strategy, and apply it to actual combat.This article first details the theoretical overview of some of the modern marketing theory system. Secondly, this paper combines Hongta company's actual situation, in which the company's macro environment and micro environment, and development of coking industry as a whole, and carried out a detailed analysis and marketing for the company's current situation and problems, it comes to the company in marketing the development of opportunities exist in the process, threats, strengths and weaknesses. Then, from product's use, product's type and sale regions three aspects to make segments of the Hongta Company's coking market, in order to determine Hongta Company's target market and market positioning. On this basis, we formulate a product strategy, pricing strategy, channel strategy and promotion strategy. Finally, to ensure the effective implementation of these strategies, this paper also proposes strengthening the building of enterprise culture; optimizing the marketing organizational system, attach importance to personnel training and innovation to implement the recommendations.This paper takes Hongta Company as target, research their marketing strategy. To meet the development of coking market, we will locate Hongta Company in a professional non-ferrous metal smelting and the corresponding coal coke chemical products manufacturing enterprises, and suggested the company speed up the process of informatization construction. This will help the company cope with declining demand for coke, as well as the threat posed by industrial restructuring and enhance core competitiveness and lay the foundation for the development of circular economy.