Research On The Marketing Strategy Of Hunan Nanling ORICA Civilian Blasting Equipment Company

Chinese civil explosive industry faces the background of good development prospects but overcapacity, industrial structure adjustment and technology upgra ding, China's various civil explosive companies face huge market expansion and marketing pressures. How Hunan Nanling ORICA Civilian Blasting Equipment Co., Ltd. plays their own advantages in product, technology and management in such a tough industry environment to successfully enters, consolidates and fully opens the market needs the company to develop and implement the marketing strategies which are most suitable for the characteristics of the current market.In this dissertation, it makes use of qualitative research methods, by reviewing literatures relating to marketing to establish the theoretical basis, by collecting by civil explosive industry and business-related data and information to understand the development status and trends of the civil explosive industry in China to analyze the marketing status and marketing environment of Nanling ORICA, so as to propose recommendations for Nanling ORICA on how to develop marketing strategies. This dissertation has five chapters. It is first through reviewing theory about marketing mix, marketing of specialty products to lay the theoretical foundation. Second, it is through a brief introduction of Nanling ORICA to understand the status of its marketing, as well as its strengths, weaknesses, opportunities and t hreats. Finally, it makes use of 4R marketing mix strategy to propose the future marketing programs for the company.This study is from a 4R marketing point of view, using 4R marketing strategy can better help civil explosive enterprises to win long-term and stable market and achieve a win-win business with customers. Results of this study are significant for development of marketing strategy of other joint venture in the civil explosive industry. However, due to the complex and ever-changing market environment, the proposed marketing plan in practice will likely encounter greater resistance, and therefore the conclusions and recommendations herein also need to be tested through marketing practices.