Study On The Marketing Strategy Of Oversea FCC Catalyst Of LZ Company Petrochina

As the global economic integration, refining business also in further development and deepening of globalization. As an important means of modern oil refining enterprises processing heavy oil FCC and the core technology, developing rapidly. The FCC catalyst market demand especially in the overseas market demand continues to grow. Petrochina LZ company overseas market has just started, however, is facing great difficulties, threats and challenges, in order to long-term development, the company in the domestic market at the same time, must look to the world and vigorously developing international market around the world, in the fierce market competition seek survival and development.In this paper, on the basis of relevant theories, the catalyst factory of petrochina LZ company enterprise resources, enterprise capabilities, corporate culture and internal environment and the company in the face of international politics, law, economy, technology, this paper analyzed the external environment, this paper introduces the general situation of LZ company and overseas marketing status quo and the current competition in the international market demand. Through the overseas market and competitor analysis, combined with the porter’s five models to find out about the FCC catalyst company overseas market weak technical force, product development lags behind; Developed market is not stable; Company sales incentive system not perfect etc. Problems and difficulties. And then according to these problem with STP theory to determine the emerging economies of the asia-pacific region and the Middle East as the best target market, and analyze the market believe indirect export is better now after entry mode. According to the target market and entry mode made the product differentiation, product development and market development of the overseas marketing strategy. Again through the PEST model to the company’s product, price, channel, promotion, a detailed study of marketing mix, made a more detailed marketing strategy. Finally considering the problems and difficulties faced by companies under the premise of established to set up international marketing concept, build a high efficiency marketing team, implement internal integration, strengthen the technical force, perfect logistics system of security measures, for LZ pave the way for the implementation of the company’s overseas marketing strategy.Articles for petrochina LZ company FCC catalyst factory how to in the case of larger disadvantage seize the market opportunity, exert their own advantages, rely on the potential to enhance our competitiveness in overseas markets to provide a certain theoretical basis, also for further development of overseas markets, products international competitiveness plays a positive role.