Research Of The Marketing Strategy Of Yunlvgufen Co., Ltd.

With the change of international resources and non-ferrous metals market prices, non-ferrous enterprises in Yunnan are also affected more or less. Yunnan have abundant non-ferrous metal resources, and some of it's metal reserves rank the first line in China, Yunnan's non-ferrous metal companies failed to occupy a large market share. In addition to the lack of deep-processing products, the main reason is lack of an efficient marketing strategies. In order to get into the international market, the non-ferrous metal enterprises in Yunnan should take their advantages and disadvantages to make some appropriate marketing strategies. This article take Yunlvgufen as example to make a detailed marketing strategy analysis. In this study, we analysis the market segments, market positioning, target market selection and marketing environment, which including macro-environment and micro environment and internal environment. Then use SWOT and Porter's five forces model to analysis the entire enterprise's advantage and disadvantage. Finally, based on these analysis, we make some marketing strategies such as product strategy, brand strategy, pricing strategy, distribution strategy, online marketing strategy, relationship marketing strategy, green marketing strategy, futures market strategy, capital market strategy, human resources strategy,4P and 4C combination strategy to help these enterprises win in the competitive market. At the same time, these marketing strategies can also provide some lessons for other non-ferrous metal companies in Yunnan., so that to help improve the whole non-ferrous metal market.