The Order Analysis And Improvement Strategies For Shenma Industrial Corporation

After50years development, the markets’ demand for nylon66products and the scale of production of nylon66products are growing quickly in China. China nylon66products not only meet the demand of domestic market, but also gradually explore the international market. At the same time, the foreign nylon66products flood into China market. The American mortgage crisis in2008and the subsequent debt crisis sweeping Europe heavily hit the global economy leading to the decline in the market demand, under the influence of various factors, nylon66industry hasn’t recovered to pre-crisis levels and the products order fluctuate largely. It will be very important realistic meaning for Shenma Industrial Corporation to develop a set of effective marketing strategies to response the grim international economic situation.Firstly, this thesis elaborates the company’s situations and products’characteristics, analyzes company’s marketing environment, then studies the trend of changes in orders from the development of nylon66industry and downstream industry. Secondly, to summarize the changes in characteristics of order of Shenma Industrial Corporation, then to discuss demand factors affecting the orders change from macro and micro perspective, to research supply factors by the use of supply chain management, and to analyze the competitive factors by using the five forces model. Finally, to ease up the order fluctuations from the perspective of customers’demand by establishing closer partnership, to weaken adverse effects from the order fluctuations by postponement strategy to balance the process of production to the markets, to weaken adverse affects of the single market volatility by using marketing expansion strategy and making markets’ order diversification. Hope that the conclusion of this thesis can provide a meaningful reference and inspiration to the sales stabilization of Shenma Industrial Corporation.