A Study On Marketing Strategy For Main Product Of Shanxi Sanwei Group

Shanxi Sanwei Group Co.,Ltd has introduced the Repper process with low pressure slurry bed from U.S Gaf company and established a 25,000t/y 1,4-batanediol plant and put it into operation successfully in 2001. Which achieved the large scale and modernization production of 1,4-butanediol and end up the history of mainly relying on import, also make up the blank of China domestic market. In last few years, With the swift growth of China's economy and sustainable increment of domestic GDP, The application scope of 1,4-butanediol has been widen in large extent. It's anticipated China will surpass Japan and rank as the largest 1,4-butanediol consumption country in Asia by 2009. In recent years, Many companies in China and oversea have built and plan to build 1,4-butanediol plants consecutively .Which enhance the fierce competition of 1,4-butanediol product. Whether BDO product from Shanxi Sanwei can keep the leading market share and achieve the target sales performance will affect the formulation for future strategy and achievement for company's sustainable development.This article make a comprehensive study of 1,4-butanedil product market strategy under this background. Firstly, This article describe the implication, object and basic idea of this study, Based on the basic information, Then analyze Shanxi sanwei 1,4-butanediol process route via comparing the process route, production capacity from different 1,4-butanedil manufacturers in China and oversea market. Then make a comprehensive description of 1,4-butanediol derivative and downstream product market, capacity, consumption constitution, which also describe the general market situation of 1,4-butanediol product. Fully study the 1,4-butanediol general market situation and consumption market, Then analyze Shanxi Sanwei internal and external environment and conclude shanxi sanwei market strategy with leading low raw material cost challenger and target to get further large market share via SWOT analysis method. After identifying the market strategy, then make a detail classification for Shanxi Sanwei 1,4-butanediol product market, and describe Shanxi Sanwei target market and market position. Finally, A market approach combined strategy which conform to the development of Shanxi sanwei Group .,Ltd is concluded via careful studying. Based on this conclusion, It also identify the market scheme and control implementation for shanxi sanwei 1,4-butanediol product. It also put forward the specific action to achieve the integral market strategy target in according to company practical case via new market approach exploiting.