The Marketing Strategy Reasearch On JXNF Company

As China is developing countries, keep the rapid development of nationale economy in recent years, increasing of investment in fixed assets. The demand for cement is also gradually increasing, which lead to some enterprises blindly increase the investment in the cement industry and the production capacity increase quickly. Productivity growth far faster than the growth of demand, cause serious overcapacity cement market in China.JXNF cement co., LTD (referred:JXNF company) is located in Jiangxi province. Jiangxi province cement market relatively closed, but cement serious overcapacity, especially in 2010-2012 years or so, new capacity to grow rapidly.JXNF company through joint reorganization and the new implementation of the rapid increase in capacity, But on the basis of competitiveness is relatively weak. The basis of JXNF cement co., LTD, Which in the cruel and fierce market competition, how to implement effective marketing strategies on foot, how to implement an effective strategy to expand product market share and how to enhance enterprise competitiveness, it is the purpose of this study.The matter content of this research is Jiangxi South cement company marketing policy.This research put first on cement industry of features and has in-depth focus of analysis the cement customer purchased behavior of features, Jiangxi South company of external macro-environment, internal competition environment, the regional market competition situation, the main competition opponent, and the regional market needs situation, also Introduces the JXNF company’s marketing present situation and the basic situation of the current sales situation.The article summarizes the deficiency existing in the current marketing work and analyzes the reason and make use of the SWOT analysis method to find the advantages and disadvantages of the enterprise itself. According to the previous analysis, in combination with the practical situation of the enterprise, puts forward the JXNF company marketing strategy and the marketing strategy implementation safeguard measures are put forward.Writing this article is based on the market research, by classic marketing theory as a guide as the main approach to empirical study. Aims to extend from pricing, channels, products, industry chain and market synergy point of providing guidance for the company’s marketing strategies in JXNF, while provide a reference for domestic cement enterprise marketing strategy formulation.