Yueyang Xing Chen Building Materials Co., Ltd. Marketing Strategy

Yueyang Xinchen Building Material LTD. (YXBML) is a firm that specializes in ceramic tile for wall and floor. It becomes a very instant mission for the firm to analyze and formulate its marketing strategy, which is also the main content of this thesis, because of the serious market environment.The thesis consists of five chapters. Chapter 1 is the foreword that briefly introduces the origin and meaning of the subject, the foundation and method of the research. It also sets forth some theory about marketing strategy. Chapter 2 is a brief introduction about the history and historical strategy of YXBML. In Chapter 3, we analyze YXBML' s environment and resource at first. Then we analyze the strength and weakness of the firm, the opportunity and threaten of its market environment, and draw some conclusions. Upon the analysis above, we put forward YXBML' s rational choice of marketing strategy in Chapter 4. The content in this chapter includes the basic marketing strategy principles, the strategic marketing direction and aim, the strategic business positioning, the step of the marketing strategy implementation, the market segmentation and markets selecting, the marketing mix and so on. In Chapter 5 we analyze some basic conditions that are necessary to ensure the marketing strategy implementation. The thesis puts emphasis on Chapter 3 and Chapter 4.