Changsha Aluminum Plant Marketing Strategy Research

With the steady improvement of market economic system and the continuous intensification of market competition, Changsha Aluminum Board Co. (CABC) has suffered great pressure from market at home and abroad, and is trapped in a marketing dilemma of "Cold Joint" at present, which thus threatens its survival. For avoiding the crisis and taking the initiative in keen market competitions, great tention is paid to the research of the enterprise's marketing strategy.Adopted systematic research method, along with the relative theories of marketing and strategy management, and obeyed 4P marketing strategy process, the marketing stage and existing problems of CABC are analyzed. Probing into cold joint products, market and enterprises has laid a basis for partitioning, prioritizing and positioning. According to inner and outer environment, permeating the market strategy as NICHE for CABC is then established. This research focuses on marketing tactics of cold joint and organization as well as guarantee are required .NICHE marketing strategy system is optimized by analyzing and summarizing the problems appeared in the process of carryout.Set Theory and Systematic Unit are utilized to classify survival space of enterprises .Analysis of competitive relationship among enterprises and power in different spaces demonstrates a creative attempt for evaluation of enterprises' competitive status and power. The whole research contributes considerably to freeing enterprises from marketing crisis and improvement of NICHE strategy.