Market Strategy Research Of NBR In Lanzhou Petrochemical Company

NBR is a kind of synthetic rubber, which has good performance of oil proof, abrasive resistance, heat resistance, binding power, water proof and air impermeability. NBR has the long term usage in oil with the temperature from120to150℃, that is why it is widely used in oil-resisting rubber hose of auto industry, thermal insulation material, sealing parts of motor vehicle, O-shape circle and oil sealing industry and so on.As the largest manufacturer of NBR in China, Lanzhou Petrochemical Company plays the leading role in domestic market. But at the same time, the competition from foreign companies and private enterprises becomes more and more intensive. There are more than12countries with hundreds of different NBR coming from20major chemical enterprises are selling in China, and the market becomes more intensive.The thesis focuses on Kunlun NBR production through internal and external analysis of the marketing environment and the price, together with the investigation and interview. The strategy pays high attention on major customers and some high-end customers, meanwhile relocates the production, improves the marketing strategy, shows the unique advantage of Kunlun NBR and rebuilds the marketing network.The thesis starts from the analysis of NBR marketing environment, which gives the details of supply and demand situation, production capacity and market expectation. Meanwhile, the thesis makes analysis of main competitors and a deep analysis of relation between supply and demand both in China and abroad. It is estimated that the NBR will in a large demand in about80,000ton in2015.First, the productive capacity of NBR is mainly in Asia-Pacific, West Europe and North America. The demand grows slowly in Europe and America, but quickly in Asia. That is why many foreign manufacturers expand their market in China, India and other Asian countries. Therefore, the main competitors are still foreign companies. Besides, many private enterprises bring in the foreign technology to build up the units for NBR production, which is a threat to low-end market for Kunlun NBR. The main competitors are Lanxess, JSR and other foreign companies, together with private companies, such as Ningbo Shunze and Jiangsu Jinpu. Although the competition is fierce, Kunlun NBR takes40%of the domestic market due to the low cost and high technology. Second, is to have the analysis of core customers. From the point of areal distribution, North China and South China are the traditional market of NBR, which has high demand and good development prospects of high-end production. To deal with the fierce market competition, Lanzhou Petrochemical Company should develop new market such as Northeast and Southwest. From the point of customers, Lanzhou Petrochemical Company has developed core customers during the course of NBR sales. The thesis gives a detail analysis of the core customers and relocates the marketing strategy.Third, is to formulate the marketing strategy of NBR according to target market, such as the production strategy, the price strategy, the channel strategy and the promotion strategy. It is highly suggested to form the continuous mode of shipment, to have a better relationship between production and sales, to promote the production mix, and to make the price according to different customers. Meanwhile, is to increase the direct selling rate by good supply of resource and favorable price for the high quality customers. Establish the local company and enrich the marketing channel, especially pay high attention to high-end market. At last, is to improve the quality and develop new productions by providing post processing service in order to maximize the benefit, to avoid the market risks and to reach the aiming target.