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Anshanhailiang Co.,Ltd Marketing Strategy

Author: YaoHuaBai
Tutor: DuXiaoJun
School: Northeastern University
Course: Business Administration
Keywords: Anshan massive Group Co., Ltd. Marketing Strategy Implementation and control
CLC: F426.71
Type: Master's thesis
Year: 2008
Downloads: 126
Quote: 2
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Abstract


Market globalization and China's accession to the WTO under the new environment, whether a company has a clear and viable development strategy, and the key to determine its success or failure. The Anshan massive Holdings Limited in the old and new institutional transition phase, at the same time companies are also facing internal and external environment of the complex and volatile. On the one hand, the rapid development of China's accession to the WTO and the economy to the refractory industry has brought unprecedented opportunities for development, on the other hand, due to the enterprise's own economic system and management mode is relatively backward, combined with the increasingly fierce market competition, the survival and development of enterprises is facing severe challenges. The purpose of this paper is to promote the Anshan the magnanimity Group Co., Ltd. to adapt to the new environment, the development and implementation of a scientific and feasible development strategy. This is a clear direction for the enterprise, to get rid of various unfavorable factors to maintain a competitive advantage in the market, health and sustainable development of great practical significance. Strategic management process should generally include four areas of corporate strategic planning, strategy implementation, strategic control, strategic correction. In this strategic management process model for basic research methods, research and discussion on marketing strategy commenced the Anshan mass Holdings Limited. The paper is divided into five parts. First, the basic discussion on the theory of marketing, introduces the connotation of enterprise marketing theory, the characteristics of the rise and development of the principle of hierarchy, as well as marketing and management process, the significance and innovation; Second, a brief introduction Anshan massive Group Co., Ltd. the basic situation, the main business; further analysis of the internal and external environment, internal and external environment SWOT analysis matrix derived on this basis, and according to the environmental conditions inside and outside linkages, and match each of the various factors analyze, draw conclusions with decision-making; Also, the strategic choice and design, and discusses the need for SMEs to develop corporate strategy like Anshan massive Group Limited, the guiding ideology of the marketing strategy chosen and overall vision, a clear mission and strategic objectives of the enterprise, the company's overall strategy and competitive strategy, and developed a series of functional strategies to support the implementation of the overall strategy and competitive strategy; reasonably determine milestones, adjust and optimization of organizational structure, scientific allocation of strategic resources and other measures to promote the implementation of the strategy, and through the development of a full strategic control system to control the implementation of the strategy, to ensure the implementation of the strategy at predetermined strategic direction.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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