Zhuzhou Smelter Group, Lead And Zinc Products Marketing Strategy

With the development of Chinese economy and the end of financial crisis of 2008, the non-ferrous metal industry in China began the new round of competition. General speaking, because of the same quality of lead and zinc products, the competition in the industry mostly rely on price competition, and this greatly weaken the global competitiveness of Chinese lead and zinc industry. As the leading group in such industry, Zhuzhou Smelter Group must seek its own development, while at the same time, as the domestic enterprise and listed company; it must also pursuit social responsibilities. Under such background, how to compete better in the market is the big challenge that Zhuzhou Smelter Group must face.The research objective of this thesis is to analyze and explore how should Zhuzhou Smelter group utilize its strengths and overcome its weakness, catch the opportunities and avoid risks, and then seek better development in the fierce market competition. The basic thought of this research is that:basing on the modern marketing strategy theories, utilize regular analysis and empirical analysis, and use the general principles, methods and related knowledge of marketing and strategic management, such as SWOT analysis, PEST analysis,4Ps, to describe and analyze the development and current status, the industry structure, the competition status, the challenges and threatens, the strengths and weakness and ect. of Zhuzhou Smelter Group faces, and then find out the problems the company face in the market development. And then, through the integration of the core marketing elements, find out the suitable marketing strategy framework. At last, through the analysis of this thesis, we hope to find the solutions and suitable path for solving the problems of Zhuzhou Smelter Group.