Study On The Marketing Model Of L Company And Its Optimizing Under The New Situations

Along with the deepening of the economic globalization, Chinese economy is being integrated into the global economic system, Chinese companies are facing more competitive market competition. In the open type of economic environment, marketing is becoming increasingly important and is affecting the development velocity and living space of the companies. Presently, phenomena of the product homogeneity and the undifferentiated services are almost universal in domestic markets. The optimization and innovation of the marketing mode is becoming crucial to most enterprises. The success of most excellent enterprises is often based on the successful marketing modes.The life cycle of the enterprise development generally goes through four stages, including the start-up stage, early growth stage,later growth stage, and maturity stage. Marketing modes during the different stages present different features. The external environment for enterprise competition is also changing constantly, which pushes the enterprises to adjust their own competitive strategies and improve their core competence continuously. The marketing mode should follow the general competitive strategy of the enterprise. Whether the enterprises can make the optimization and innovation on the basis of the environmental conditions and the competitive strategies which are changing constantly will not only influence the improvements of the core competences, but also the achievements of the enterprises strategies. Consequently, the successful marketing mode has started to become the key to blossoming and triumphing in the market competition for most enterprises. Considering that, this article takes the optimization and innovation of the marketing mode of the L company as the research object to explore how the L intensifies its own core competence to facilitate the reaching of the company’s strategic target by optimizing the marketing mode in the new situation.In the author’s opinion, the key to estimating whether the marketing mode is successful or not is to appraise its match to the enterprise competition strategy, the adjustability in the internal and external environments, and the difference compared with the competitors.Therefore,this article will first combine the research results from the domestic and overseas scholars to expound the implications of the competitive strategies, marketing management, and marketing modes, with the overview upon the essential conditions and common species of the modern enterprises marketing modes; and then, this article systematically analyzes and comb the evolution and characteristics of the marketing mode of the L company. The research shows that the L has obtained the market share of80%in Chinese lithium ore market, with the inescapable connection between the continual optimization upon its own marketing mode and its high position together with the excellent performance in the industry. The author has researched the evolution of the marketing mode of the L by using the method of empirical study and illuminated that the continuous improvement and optimization upon the marketing mode have promoted the company performance and enlarged the company scale. Besides, by using the method of inductive analysis, The author has interpreted some L’s relatively successful marketing modes,such as the green marketing,conglutination marketing, ecological community marketing, and the technology marketing, and so on.Moreover, the value and competitive advantage brought by these marketing modes for the L have been clarified. Along with the change of the external environment, the L joint stock company became the listed company in2010and planned to increase its investment to integrate the L mining company into the listed parts for the purpose of receiving the funds to merger the Australian Minerals Company. Faced with the new opportunities and challenges, the original competitive strategy and marketing mode has become an obstacle. In order to keep the company’s competitive advantages and improve its core competences, the marketing mode requires the new adjustment and enhancement.By combining the static analysis with the dynamic analysis,this article puts forward suggestions and countermeasures to optimize the existing marketing model of the L according to the changes of the environments and the company’s own conditions.The author hopes that the research on the optimizing strategy for the marketing mode of the L in the new situations would provide useful references to the companies other than L for seizing the initiative in the intense market competition and obtaining sustainable competitive advantages. The author wishes that this research would show essential information for considering the important factors and developing the better ideas during the selection and optimization upon the marketing mode of other enterprises.However, because of the author’s extremely busy work and the limitation of her theoretical level and the grasping of the relevant literature, this research nonetheless shows limitation and deficiency and requires to be deepened and strengthened during the process of further exploring the marketing model optimization in the future.