Research On Marketing Strategy Of EPS Products Of YBS Company

Yangzi-BASF Styrenics Series Limited(herein after referred to as YBS) is a joint venture established by international chemical industry giant BASF of Germany and Yangzi Petrochemical Co.,Limited.In recent years,with the gradual expansion of EPS(Expandable Polystyrene) production,its slow growth in demand and escalation in.degree of product competition,the profits of EPS of YBS have been significantly decreased.Facing intense market competition,how to work out a realistic marketing strategy,maintain market share and ensure reasonable profit have become the primary problems in the management.Basing on 4P marketing mix strategy,the author combines some marketing mix elements of 4C,4R and theory of customer satisfaction and so on.After that,the auther mixes in some content of customer relationship marketing and puts forward marketing strategy for EPS of YBS.In the formulation of marketing strategy for EPS,it doesn't pursue its maximal profits unilaterally,but improves the relationship between YBS and customers in order to maximize both sides value,which reflects a win-win business idea.After Market Segmenting,YBS positions EPS at automata clients of building and packaging industry.And at the same time,it creates and disseminates a positioning in the target market to supply more value,more products with high quality,excellent performance and good service to customers.Customers create benefits for YBS,and YBS must also integrate resources and capacities to create more value for target customers.Only in this way,YBS can further improve relationship with target customers,win and maintain the loyalty of customers that bring economic benefits for it. The marketing strategy proposed by methods of questionnaire,comparative analysis and combination of qualitative and quantitative analysis for EPS products is helpful for other products marketing of YBS,and has some practical guides and references for other similar companies as well.By effective implementation of the marketing strategy,YBS can constantly elevate its own competitive advantage and improve more loyalty of target customers.At last,YBS and customers will achieve the win-win situation and sustainable development in the business ecosystem.