Yangtze River Chemical Co., Ltd. Business Strategy Research

Changjiang company is a relatively large scale nation-owned chemical company. Changjiang company stringently needs the advanced marketing philosophy and a scientific marketing theory combined with the marketing practice to guide the company's marketing as well as improve the management status in the increasing competitive environment.The dissertation forecasts the marketing demands of PA and DOP via analyzing macroscopical environment and the industry, analyses the industry's competing force and the company's internal conditions, carries out the company's SWOT analysis on the basis of the company's marketing practice, and defines the company's mission and the marketing strategic target by the analysis of the marketing orientation. The dissertation studies the company's marketing strategy, comprising the developmental strategy and the competitive strategy. The dissertation underscores the relationship strategy and the green marketing strategy, coming up with the marketing mix supporting the implementing strategy, sales organization and sales force management in the company's strategic marketing planning. The whole dissertation systematically expounds the marketing theory and the company's marketing practice, aiming at clarifying the reasoning of its developmental strategy to form its core competence and long-term profitability, and turning it to be the leader of the industry.