Research On Marketing Strategy Of Asia Cement(China) Holding Company

Cement is an important gel building material,which is widely used in civil construction,water conservancy,national defense and other projects.China is the world’s largest cement industry,the output and consumption of cement are the world’s first.In recent years,China’s economy has maintained steady growth,and the investment in domestic infrastructure has been increasing,which provides a rare opportunity for the development of the cement industry.At present,China’s annual output of cement is basically stable at about 2.3 billion tons,which is a trillion-scale industry in the construction sector.Among them,the cement market in 2019 will continue and even surpass the previous two years,with strong demand performance.However,the continuous expansion of cement enterprises has led to serious overcapacity in the cement industry and brought about a series of environmental pollution problems.At present,the state is attaching more and more importance to the construction of ecological civilization,vigorously advocating energy conservation and emission reduction,wrong peak production,and has ordered the closure of polluting cement enterprises.China’s cement enterprises are facing many threats from macro economy,industry environment,macro policy and internal environment.In the current situation of complex macro and micro environment,how to deal with the opportunities and challenges of domestic cement enterprises,how to adjust marketing strategies to survive and develop in the complex market competition environment,all cement enterprises must solve the problem as soon as possible.Asia cement(China)holding company(hereinafter referred to as the mud company)as the first investment in the mainland,is currently the largest tai wan-funded enterprises,established in 1997 is introduced at the beginning of the world’s most advanced production equipment,mature production technology,production of "house" brand cement has become the industry quality representative.Although the mud since production company has always maintained a good profitability,but the company’s marketing management and marketing ability is still in a primary stage,senior management for the enterprise market marketing knowledge and lack enough awareness and attention,when market environment deterioration will inevitably affect the survival and development of the company.Therefore,having a strong marketing system is crucial to the long-term development of the enterprise.After a detailed introduction of the basic situation and marketing status of YANI company,this paper firstly analyzes the macro and micro,market competitive environment,advantages,disadvantages,opportunities and challenges of YANI company by using the basic theories of marketing and professional marketing analysis methods(PEST,SWOT analysis).Secondly,combined with the marketing status of YANI company,based on STP theory,Suggestions are given on the segmentation,selection and positioning of the target market of YANI company.Then,on the basis of 4PS theory,a set of marketing strategies that are in line with YANI’s own development are discussed and developed from the perspective of customer demand and behavior,including product(service)strategy,price strategy,channel strategy,promotion strategy,talent strategy and relationship strategy.Finally according to the marketing strategy to formulate the corresponding implementation of the safeguard measures.It is hoped that the research and analysis results of this paper can help YANI company to realize the problems in its marketing,improve the enterprise’s attention to marketing,and improve the enterprise’s marketing management level and core competitiveness.