Guangdong Province Salt Industry Group Marketing Strategy Research

Marketing is an applied science that studies the activities and rules of marketing.Since marketing activities are conducted by marketing concepts, it is meaningful forus to enhance management and increase economic profits through grasping accuratelymarketing notions, recognizing correctly the importance of marketing, andunderstanding fully the connotation of modern marketing.Because of long-term monopoly, the whole marketing system is incomplete inGuangdong Salt Industry Group. Yet, the reform of salt industry system is closer andcloser. Once the monopoly situation is swayed in the near future, we will surely faceunprecedented difficulty and challenge. Considering the current incomple te marketingsystem of Guangdong Salt Industry Group and the fierce competition of future market,we should take some measures now, like segmenting target market, conducting thestrategy of product mix (including technology innovation of products), constru cting inprogress effective marketing channels, advancing brand construction, enforcingpromotion activities, improving service standard and storing talented persons, etc. Inthis way, we can provide valuable experience and reference for the marketing of o urcompany during the salt system transformation and after the transformation.This thesis employs the following research methods: referring to relateddocuments and materials, interviewing managers, distributors, retailers andsupermarkets and doing questionnaire survey etc. The analytical procedures of thisthesis are as follows. Firstly, through analyzing the inner condition of the companyand the outer environment, this part concentrates on introducing the current marketingcondition of our company, summarizing several important problems in our currentmarketing strategies. The second part focuses on the study of market segment. Byemploying STP Marketing Segment Theory and Differentiation Marketing Theory,this thesis puts forward related segmented markets. Thirdly, this part, by adopting4PTheory, is about the description of product (including brand strategy), pricing,channels and promotion. The last part is conclusion and safeguards.