A Study On Marketing Strategy Of China Salt Gansu Branch

Salt,one of Source of Life in all ages is the essential component element of the life and is the necessities of life,which is indispensable like water and electricity.According to the statistics,in 2016 salt consumption quantity in Gansu Province is0.12 million tons.Since the founding of People’s Republic of China salt has carried out plan management.Since May 18^th 1995,salt carried out monopoly management.Although the monopoly system of more than 20 years played a positive role,it still showed its defect.There are mainly three points.Firstly,apply the method of dividing the area to manage separately to isolate the market,which leads to the single price.Secondly,the long-term monopoly management results in the lack of marketing awareness to form the dense planning color.Finally,production is divorced from sales,there is no direct connection between production companies and market,which leads to some problems like the weak competition ability of the whole salt field,badly resource waste,etc.China Salt Gansu Branch is a state-owned company of Gansu Province salt monopoly sales.The status of long-term monopoly management is that product structure is simple,the price is decided by government,sales channel is fixed,sales promotion is not obvious,the relationship with consumers is far,the brand influence power is weak,which forms prominent exclusive seller market.The Notice on Salt Field System Reform Scheme from State Council is published on 5^th of May 2016,which means to open the act curtain of salt field system reform.On 1st of January 2017,the plan is formally implemented.The essence of reform plan is marked-oriented reform,of which the main contents are that firstly,permit salt fixed production company to come into wholesale process.Secondly,cancel the sales territorial limitation of salt wholesale,permit the trans-region sales.Thirdly release salt manufacturing price,wholesale price and retail price.Fourthly,build the dual storage system in government and company.The implement of these reform measures gives great influence to China Salt Gansu Branch.Face the risk of losing market,opportunities and challenges coexist.The company status is changing from the past shopkeeper business changing into participating in market competition and from the past monopoly business changing into competitive business.After the reform how the company keeps the competitive advantage continuously,how the company keeps the high market sharing is a key problem quite worth to do some research.It is quite urgent and important to make the marketing strategy to fit marketization condition.Gansu Branch regarded as the object of study,on the basis of looking back the modern marketing relative theories and analysis methods,firstly make analysis on the marketing problems of China Salt Gansu Branch,then apply PEST method to analyze macro environment,apply Port Five Force model to analyze industry competition status,combine SWOT analyze company strength,weakness,opportunity and threat,afterwards,apply STP theory to analyze segment market,target market,market positioning,which make massy basis for formulating and choosing sales strategy.Finally,attempt to raise new product strategies,price strategies,channel strategies,and raise supporting measures for implementing sales strategies from three aspects of optimizing company’s organizational structure,strengthening the culture function,accelerate the construction of specialized marketing team.Hope the research result of this thesis could bring some help or guidance for the transformation development of China Salt Gansu Branch,expanding market and enhancing company competition ability,supply better salt product and service for consumers and supply marketing experience for other salt whole sale companies.