Research On Product Marketing Strategy Of Petrochemical Company

With the continuous development of the petrochemical industry and the deepening of the comprehensive utilization of resources, how to extend the processing, mining potential, improve efficiency has become the focus of research and discussion. A Petrochemical industries company is the most advanced production base of MEK, Always aim at the most advanced biological technology, the introduction of first-class technology and equipment. From 1990 began to explore, how to make comprehensive use of carbon four raw material gas,through decades of hard work to form a certain scale. In recent years, The operating performance of the company in trouble when the global economic recession, the chemical market demand in the cycle at the bottom of the wandering. Because of the large area of the competition to expand production capacity to cause the C4 raw material prices remain strong upward trend. The next step in the company’s work is how to optimize the process of the device to make good use of the raw material components and further subdivision of the product.In the article,the external environment of A Petrochemical Industries Company is analyzed by the method of PEST. Making use of the-Five-Force model of Porter to analysis the marketing environment of the company. In the course of the study, the author found that A Petrochemical Industries Company due to the device process is not updated, have no absolute advantage by compared with the counterparts of some of the co-products; quality main product in the low proportion of net profit; pricing mechanism can not keep pace with the market; enterprise personnel are not loyal to the company; sales channels at home and abroad confusion; To solve these problems, this article puts forward the following suggestions:First, according to market changes, timely adjust to the production process structure, improving product quality, increase sales of trump card products, extending industry chain to make full use of raw materials; Second, according to the company’s production, formulate competition oriented pricing、long-term agreement% combination of strategic alliance. Through the use of such a strategy to achieve the purpose of improving operating efficiency.Third, build production base in North America、formulation system to administ a chaotic situation of flow direction; Fourth, focus on brand awareness、Detail the marketing arrangements、Using relationship marketing to cooperate development with competitors.