Lenzing (Nanjing) Fibers Co., Ltd.Marketing Strategy

Cellulose fiber market in China has great potential to develop rapidly, the market capacity is increasing and has become the largest production base of world cellulose fiber industry. Same time, because the cellulose fiber industry, the competitiveness between the cellulose fiber industry has gradually increased. To invincible position in the competition in the industry, it is necessary to develop a marketing strategy. Lenzing (Nanjing) Fibers Co., Ltd. How to take the initiative to accelerate the use of market-oriented operation of the means to strengthen the marketing efforts to improve corporate and product brand equity, and ultimately to achieve the guidance and nurturing of loyal consumers, which is placed in Lenzing (Nanjing Co., Ltd.) fiber in front of more pressing issues.First, the paper on the basis of theoretical analysis of the marketing strategy, analyze the marketing environment of Lenzing (Nanjing) Fibers Co., Ltd.. PEST analysis of the macro-environment includes the political and legal environment, economic environment, social environment, technological environment, while the five forces model analysis of competition in the industry. Focus on internal marketing environment, SWOT analysis, the advantage of relatively strong technology and equipment, technical innovation, marketing planning capability and a relatively high level; disadvantage is that the accumulation of brands are still gaps, skilled workforce instability; opportunity is chemical fiber consumption demand will be large, especially increased with the increase of textile exports. At the same time a threat is that new investment cellulose fibers increasing the number of manufacturing enterprises, increased competition, enterprises in the implementation of the marketing strategy of cellulose fibers, imitation of competitors to follow up, will reduce the effect of marketing strategy implementation, and even futile or counterproductive, which is the face one of the threats.Secondly, the paper presents the Lenzing (Nanjing) Fibers Co., Ltd. marketing strategy. Through SWOT analysis, the paper argues that the Lenzing (Nanjing) Fibers Co., Ltd. under the current market environment, should not be too much emphasis on external threats, but should give full play to their competitive advantage, and efforts to improve our own shortcomings, to grasp the good opportunity for textile industry market actively seeking a business development strategy, and lay a solid foundation for future growth. Therefore, we choose a growth strategy. Focus on the development of differentiated varieties have Tencel fiber, Modal fibers, flame retardant fiber, high wet modulus fibers, etc., so choose a growth-oriented marketing strategy. Further marketing and service strategy:user demand, and establish long-term customer relationships; brand and resource strategy:the establishment of the company’s brand, the integration of resources; finally, the cooperation and alliance strategy.Finally, the paper described the Lenzing (Nanjing) Fibers Co., Ltd. marketing strategy implementation. The establishment of an excellent quality of the marketing team. Secondly, to optimize the order fulfillment process, and then improve the performance appraisal system, performance appraisal system is to rely on relying on the control objectives or performance standards, evaluation methods, and assessment of staff task completion, fulfill responsibilities to the staff level and staff development, and the above assessment of the results of a system of feedback to employees. Finally, consolidate and improve customer relationships and construction of upstream and downstream of distinctive core culture.Lenzing (Nanjing) Fibers Co., Ltd. to change the product of a single pattern, and increase the ability to withstand market risks, to build the core competitive advantage, expand domestic and foreign markets, and build cost systems to achieve large-scale industrial development, the paper has a very real sense. Domestic cellulose fiber companies use their own resources advantage in the macro background of new and complex market situation, to reduce market risk, improve the core competitiveness of products to achieve sustainable development there is a certain reference value.