Zinc. Zhuzhou Smelter Torch Company Product Marketing Strategy

Hunan Zhuye Torch Metals Co. Ltd is the mainstay enterprise of Chinese nonferrous, also was the leading enterprise of zinc smelting industry of China. The product zinc alloy galvanizing occupies above 40% of the domestic market share. In recent two years, the domestic and foreign price of zinc is going up substantially, the produces and the sales volume of the zinc series products of Zhuye Torch Metals Co. increases with steady steps, the main business service income also grows largely, however, its profit actually does not pace back and forth front Compared the first half year of 2005 with last year the same time, instead slightly had the reduction.This paper utilizes the modern marketing basic principle, with the quota and the qualitative analysis method, carries on the scientific research and analysis to the market of zinc products and the marketing environment of Torch Metals Co.; meanwhile, analyzes and appraises the marketing strategy and marketing mode of Torch Metals Co. for the purpose of discovering its question and the goodness. On the basis of the analysis result, this paper carries on the optimization of the marketing strategy of Torch Metals Co.. Through the research, also hopes this paper can provides the certain model and reference to enterprise of zinc smelting industry of China.The first chapter introduced the background of question proposed, carries on the summary of modern marketing theory. The second chapter located the status from the Chinese zinc smelting industry in the whole world, the zinc market supply and demand condition, the domestic zinc consumption pattern, the zinc market competition pattern and the zinc product market competition characteristic five aspects carries on theanalysis to the zinc product market, also the stress point lay in the domestic zinc product market analysis. Third chapter from the management decision angle, analyzes the market environment of Torch Metals Co., makes clear its opportunity and threat which in the environment contains, defined the the superior inferiority, discovers its core competitive ability, avoids the risk using the opportunity, goes short continues to maintain the competition superiority. The fourth chapter analyzes from the product, the price and the channel three aspects. The fifth chapter basis on the diagnoses result, optimizes the marketing strategy of Torch Metals Co.