Marketing Strategy For The Transition Of XT Engineering Materials Company To A Modern Logistics Enterprise

With the rapid economic development of China, the demand of market for modern logistics keeps growing. The logistics has become a sunrise industry today, and is contributing more and more to the development of the national economy; therefore it has become the target for competitors vie for. The traditional material supply market of railway materials enterprises has been gradually eroded by private-run materials enterprises. Owing to its single function of logistics, the management of traditional material enterprises featuring extensiveness is so difficult to adapt to the social needs of modern logistics market. For railway construction materials enterprises, upgrading and reforming modern logistics is an important measure for the survival and development of the railway construction materials enterprises.The paper deals with the XT construction materials company which is confronted with such a situation with its supply business dropping so drastically in the deepening of reform in railway system, plus the increasing demands for modern logistics of various sectors. So how to change this situation by adopting advanced marketing concept and managing measures and to change the modes in materials warehousing and supplying distribution, so as to meet the daily increasing needs of the society as a whole on modern logistics and strengthen its competitive edge and adaptive faculty in the market and thus gain a slice of cake in the booming modern logistics market by grasping the business opportunities is both a challenge and opportunity for XT.The paper begins with a briefing on the background, development status of XT Construction Materials Company, followed by an analysis on the macro environment and micro-environment of China’s modern logistics industry on the basis of explaining the background and meaning for writing this thesis. In this paper, the theory of "Five Forces" advocated by Mr. Michael Porter was used to analyze the strategic environment facing the XT construction materials company. Secondly, the internal resources and the ability owned by the XT construction materials company was analyzed, and continued by a SWOT analysis on this basis, trying to find out the opportunities and threats it has to face, as well as the advantages and disadvantages owned by the XT, and on this basis, a SWOT strategic selection was shaped up. Thirdly, the modern marketing theory, strategic management theory and theoretical knowledge of modern logistics are exploited for analyzing inevitability of the transition to modern logistics which the railway construction materials company has to follow, and on this basis, idea and countermeasure emerge. Fourthly, on the basis of the above-mentioned analysis, marketing strategic program, marketing integration tactics for the transition of XT construction materials company are produced, and such measures as building a strategic alliance, innovating organizational structure, recreation of flowing, etc. are presented for XT to select.