The Research Of Bayer Company's New Product Sales Strategy In Chinese Market

The writer of the paper always meets kinds of problems which can not be handle by traditional competition strategy when working for Bayer.Under the background of Bayer's marketing strategy of new PU elastomer in Chinese market, this paper introduces what kind difficult Bayer is meeting and main competitors'strategies. Further more, under the illumination of"blue ocean"theory, the writer makes dauntless imaginations to handle the problems Bayer meets.Firstly, this paper introduces the situation of PU elastomer in Chinese market and describes the status of Bayer, including the problems Bayer has now. Secondly, the paper analyses major competitors'marketing strategy and makes SWOT study. The point of the paper is to provide some strategy innovations under the illumination of blue ocean strategy theory. By analyzing strategy position graph, to prove that new marketing strategy is essential. Five kinds of ways to exploit the market border are rising to help to make the detailed marketing strategy next step for Bayer. And by the division of three level of not-customer, non-customer's turning to ensure the new markets are large enough. The logistic order to design blue ocean strategy and all kinds of problems which need to take care in each tache. Some obstacle and ways to overcome them when executing blue ocean strategy.Of course, the process of blue ocean must be a dynamic one full of new innovations, the same for Bayer. Execution of blue ocean strategy will go ahead along with incessant originalities.