The Research On Database Marketing Strategy Of Qing Chong Manganese

China’s manganese dioxide industry keep growth for many years since twenty-first Century. However, the manganese enterprises were influenced to a certain extent due to the global financial crisis in 2008, both domestic demand and exports were declined. The exports quantity of manganese dioxide declined since 2013.According to the China research network monitoring data, the quantity of Manganese dioxide is 2,821,820 kg, decreased 28.11% year on year, exports amounted to$4,445,177, decreased 27.43% year on year; During January to June in 2013, China’s total exports of manganese dioxide was 19,591,452 kg, decreased 15.36% year on year, exports amounted to $30,477,434, decreased 20% year on year. In some comprehensive cross-border platform, the over concentration phenomenon of same kinds of goods is serious. Under the condition of the own brand construction lack of power, the price war became the first choice for many enterprises, but the construction of the brand, quality and service consciousness has been ignored at the same time. In such circumstances, QingChong Manganese Industry’s marketing strategy will be required a further promotion, database marketing has become the best choice.This paper is doing in-depth research about QingChong Manganese.The maketing approach applied by QingChong Manganese is mainly through its own established and third-party platform online shop for marketing shop.As a matter of fact,It is still the traditional B2 B model on the marketing approach,such as join in a third-party trading platform like Alibaba International Station,global resources,etc.,or a random spam marketing,group messaging.As a conclusion,all of the above does not make use of their own target market and their own advantages among its industry to choose the best marketing strategy.As a low-tech and labor-intensive enterprises in Manganese dioxide industry,it need to think about how to deal with the new economic environment and situation,combining with the actual capacity of the company to develop marketing system which is suitable for the current situation and its own characteristics.However,with advantages like much lower costs,higher marketing efficiency,maintaining customer’s relationships effectively,the database marketing can be absorbed and used by QingChong Manganese.This paper chooses SWOT analytical method to analyse the implementation of the database marketing from four aspects:strengths,weaknesses, opportunities,threat.According to the results,it develops the proper database marketing strategy suitable for the conditionsand the abilities of QingChong Manganese.The combination of database marketing and cross-border e-commerce, and the use of e-commerce platform resources to enrich the database is the innovation of this paper. All kinds of discussion about the database marketing and cross-border e-commerce are relatively complete, but the combination of the two research is an area that need further study; Using data provided by the service platform to improve the database, provides a new train of thought in implementation of database marketing for small and medium enterprises, has a certain practical significance.