Research On Marketing Strategy Of Harbin Agency Of Huatian Aluminum Co.ltd

Established in December,1994, Hunan Huatian Aluminum Co. Ltd (HuatianAluminum hereinafter) is a state-owned holding corporation by Hunan HuatianIndustry Group. After three times of asset reorganization, Huatian Aluminum becamea private joint venture in August,2012. Its main product is aluminum-plasticcomposite board. The research in the thesis is Harbin Agency of Huatian Aluminumand the main content is the marketing and its relative affairs of aluminum-plasticcomposite board.The main content is to find the disadvantages and problems through analyzingthe present marketing situation of Harbin Agency of Huatian Aluminum, and thenmake a conclusion based on SWOT analysis after making analysis on the outerenvironment of aluminum-plastic composite board market such as industryenvironment, macro-environment and industry competition and the inner environmentsuch as overall capabilities, industry experience of the agency and connections. Basedon these analyses, the thesis proposes marketing strategies of Harbin Agency ofHuatian Aluminum in Heilongjiang, including strategies in product, price, path andsale and offers proper and practical solutions.The thesis believes that facing the mature and severe market competition, ifHarbin Agency of Huatian Aluminum wants to promote sale of product and stabilizebrand market occupation rate, it should be creative in an imitating way, expand thelength and width of its product line, explore new product for the needs of differenttarget markets and client groups in the field of product strategy; in the field of price, itcould take different pricing methods and offer discounts for different target clients,different products and different sales; in the field of paths, it could set asub-distributing path based on the direct distribution to realize the complete coverageof target market and carry out main client strategy to stabilize main project salespeople and system clients, in addition, set the targets at markets in Russia andKorea by making use of the geographic advantage of Heilongjiang and in the field ofsale, it mainly includes brand advertisements and sales to clients (developmentsupport, business inspection and business travel).The research is based on dozens of years of working experience inaluminum-plastic composite board marketing in this region. The research result willbe deepened and more specific in future practice.The research is of practical and reference significance for marketing ofagencies of Huatian Aluminum in different places in China and of value in marketingof the same products in different regions in the country.