Study On The Transformation Of Salt Industry Marketing In Southern

The article made some in-depth study of overall planning and how to implement in the marketing transformation of the Jiangsu Southern Salt Corporation, especially the part of the target market positioning through the following ways:using some analysis methods as strategic analysis tools, value chain management theories and market segmentation analysis; making system analysis of the industry environment and internal resources situation of the S Jiangsu Southern Salt Corporation; pointing out the key issues faced in the company marketing transformation; making some research of the marketing elements of the salt and coolie salt market segments; and learning some success experience from the good corporate in the industry.At first, the article introduced Jiangsu Southern Salt Corporation and the controlling shareholder, described the history, the successful path and the controlling shareholder’s development concept of the company, and concluded the possible future development orientation and the key issues need to address of the company from the system level. Secondly, combined the research needs, the writer made some necessary review of the competitive strategic theories, value chain management theories and the STP marketing analysis theories, which laying the theoretical foundation to the later analysis. Thirdly, based on the research of the macro environment and industry environment, the article discussed the sub-industry development trends, made a preliminary estimate of the market capacity and growth rate, which provided a solid foundation for the analysis of the marketing positioning of Jiangsu Southern Salt Corporation. Next, using the value chain and market segment theories again to system analysis the issues which affect the marketing transformation in the company at present, so as to initial define the direction of the improvement and efforts in the future transformation. Then selected three good enterprises which have some similarity with Jiangsu Southern Salt Corporation to do the standard analysis, and summed up the key elements of their marketing success, provided a reference benchmark for the marketing transformation of Jiangsu Southern Salt Corporation, and also made some target segment market research. Finally, the article proposed the overall planning of the marketing transformation and some practical implementation methods.Based on the above analysis process, the following conclusions can be drawn. First, the external environment of the salt industry will be significant changed, the original monopoly environment will cease to exist in a given time, so it’s essential for t Jiangsu Southern Salt Corporation to build the value chain system which fits their own characteristics. Second, after years of successful operation and the leaders’ vigilant guidance, the company had made some great achievements in the portfolio, marketing channels layout, customer date accumulation. But some aspects are still inadequate, such as the necessary organizational and institutional reform, the building of excellent marketing capability and the outsourcing control module and so on, which will impact the marketing transformation. Third, the company should examine the contribution of all sectors in the value chain, around the possibility of matching in the strategic choice framework, identify the focus of the implementation, and use leverage, then finally make the right adjustments. The company needs to do some specific value chain reconstruction according to the characteristics of the target customers, which means that the salt products should outstand their safety and quality, the coolie salt products should focus on providing solutions for technology management system. And then take advantage of information technology, target to build online e-Metro and countryside Metro mode, so as to obtain satisfactory implement performance.Marketing transformation issues research determines the development and implement of the corporate strategy, it’s an important issue that need to address for the company to survival and continued development in the environment where the external environment is rapidly changing. This article can provide reference for the business management decision-making from the perspective of the building value chain and market segmentation to grasp the direction of change in corporate marketing. At the same time, this article provides a theory with practice attempt of system thinking the marketing transformation mode for the organizations which put marketing as their core competitiveness.