Non-ferrous Metal Processing Plant In Shenyang Marketing Strategy Research

THE COPPER AND COPPER ALLOY PROCESSING WAS LIVING IN A PERIOD OF GREAT PROSPERITY FROM THE MIDDLE OF 80扴 TO 90扴 ,IN WHICH A6REAT CHANGE TOOK PLACE IN NOT ONLY ITS CAPACITY AND OUTPUT BUT PROCESSING TECHNOLOGY AND EQUIPMENT AS WELL. THEN CONSUMPTION OF COPPER PROCESSED MATERIALS, ESPECIALLY THOSE FOR CIVIL USE, IS AN IMPORTANT SIGN OF THE ECONOMIC DEVELOPMENT LEVEL OF A COUNTRY WITH THEN DEVELOPMENT OF OUR NATIONAL ECONOMY AND THE IMPROVEMENT OF OUR COMPREHENSIVE NATIONAL STRENGTH., THE DEVELOPING PROSPECT OF THE COPPER AND COPPER ALLOY PROCESSING INDUSTRY WILL BECOME BETTER AND BETTER AS A LARGE STATE-OWNED KEY ENTERPRISE, EARLIEST ESTABLISHED AND RANKING SECOND IN THE SAME TRADE OF OUR COUNTRY, SHENYANG NONFERROUS METALS WORKS (HEREINAFTER SNMW) HAS EXPERIENCED BOTH PROSPEROUS AND DEPRESSING PERIODS IN HIS DEVELOPMENT PROCESS, WHICH IS AN OBJECTIVE PHENOMENON IN THE TRANSIT PROCESS FROM PLANiNG ECONOMY TO MARKET ONE. WITH THE ESTABLISHMENT OF MODERN ENTERPRISE REGULATIONS, SNMW RECENTLY IS ENTERING A QUICK RESURGENT PHASE, IN WHICH WHERE SNMW SHOULD HEAD FOR, HOW TO DEVELOP IN THE ONGOING FIERCE COMPETITION AND HOW TO GET SUPERIORITY IN THE COMPETITION, THIS ARTICLE MAKES SOME STUDY ON WORKING OUT THE STRATEGY OF MARKETING . THIS ARTICLE, 揝TUDY ON THE STRATEGY MARKETING OF SNMW? CAN BE DIVIDED INTO 4 PARTS IN STRUCTURE: I) THE ANALYSIS ON INTERIOR AND EXTERIOR ENVIRONMENTS OF SNMW, WHICH ANALYSES SNMW扴 INTERIOR ENVIRONMENT FROM ENTERPRISE SURVEY, EQUIPMENT LEVEL, TECHNICAL SUPERIORITY, SCIENTIFIC TECHNOLOGIC RESEARCH DEVELOPMENT, PRODUCT MIX AND THE CONDITIONS OF SNMW扴 SALES MANAGEMENT; AN]) ALSO ANALYSES SNMW扴 EXTERIOR ENVIRONMENT FROM THEN DEVELOPMENT SITUATION OF DOMESTIC COPPER PROCESSING INDUSTRY DOMESTIC COMPETITORS, MARKET NEEDS AND INTERNATIONAL MARKET DEMANDS. 2)SWOT ANALYSIS. ON THE BASIS OF THE ANALYSIS ON THE ENTERPRISE INTERIOR ENVIRONMENTS, FINDING OUT SNMW扴 COMPETITIVE SUPERIORITY AND INFERIORITY; AND ACCORDING TO THE ANALYSIS ON THE EXTERIOR ENVIRONMENT, DETERMINING SNMW扴 OPPORTUNITIES FOR DEVELOPMENT AND THREATS SNMW IS FACING. 3)STRATEGIES AND TACTICS ON SNMW扴 MARKETING. IN LINE WITH THE PRINCIPLE OF OPTIMIZED COMBINATION OF SNMW?S SUPERIORITY AND ENVIRONMENTAL OPPORTUNITIES AND FOSTERING AND ENHANCING THEM, AND MINIMIZING, TRANSFORMING AND EVADING INFERIORITY AND ENVIRONMENTAL THREATS, DETAILED ANALYZING AND LOCATING SNMW扴 TARGET MARKETS, ON THE BASIS OF WHICH SETTING UP THE STRATEGY OF 揙VERALL COST LEADERSHIP?AND ALSO IMPLEMENTING THE GENERAL STRATEGY DOWN TO THE FOUR TACTICS OF PRODUCT, PRICE, PLACE AND PROMOTION, IN WHICH DETAILEDLY DEEPENING THE ANALYSIS ON 揙VERALL COST LEADERSHIP?AND FURTHER RELATING THE PRACTICAL TACTICS IN ALL RESPECTS. 4)MEASURES TAKEN TO GUARANTEE THE STRATEGIES WORKING OUT THIS PART IS BASED ON MY SOME LEARNING AND EXPERIENCE IN PRACTICE. FEASIBLE STRATEGIES AND TACTICS REQUIRE THE COORDINATION OF THE ENTERPRISE WITH APPROPRIATE CULTURE, ORGANIZATION AND EFFECTIVE MANAGEMENT. BECAUSE SNMW扴 PRODUCTS ARE MAINLY SOLD TO THE MILLS WHO FURTHER PROCESS THEM FOR END USERS, SNMW LACK OF HIGH-RANKING TALENTS IN MANAGEMENT AND WITH THE INFLUENCE OF TRADITIONAL CUSTOMS, THOSE FACTORS LEAD TO SOME SERIOUS CONCEPTS AND CULTURE OF 揚RODUCT GUIDANCE?HELD BY QUIT A FEW PERSONNEL IN SNMW TRANSFORMING FROM 揚RODUCT GUIDANCE?TO 揗ARKET GUIDANCE?NEEDS 揊RESH BLOOD? INFU...