Study On The Silicone Rubber MarketingStrategy Of Zentec Corporation

With the rapid development of silicone rubber industry in 21st century,silicone rubber is widely used in many fields such as aerospace industry, military industry,3c industry,auto industry, healthcare industry and daily life. The experts predicate, with the developments of our national economy, that the demand will be grow by 20% per year on silicone rubber.However, a number of companies don’t perform well in silicone rubber industry. The article mainly expounds the status and problems of Zentec Rubber & Plastic Products Co., Ltd. Which specialize in the R&D and production of silicone rubber products including general silicone rubber and hot vulcanization molding of the gas phase glue. Sales performance is dragged by the lack of research on competition environment and unsystematic marketing strategy. On the one hand, the same as other followers in china, the company is short of experience on enterprise management, marketing and technology innovation. On the other hand, the company faces serious challenges:the lack of core competitiveness, the decreasing profit margin and the fierce competition environment.The article mainly states the exterior environment of the company, the competition structure in the industry and the status of marketing in the company and uses the SWOT to analyses the strengths, weakness, opportunity and threat of the company. Then the article analyses the target market by using market segmentation methods. Finally, based on the research on the market the company should chooses the target market and positions itself in the target market according to the potential of products and scale of the market.The article focuses on the research of differentiated marketing strategy. On the basis of differentiated marketing strategy, the article suggests it should establish and improve its strategies on products, channel, price, promotion and service. Furthermore, it should build up strong relationship between the company and customers by improving customer value. To improve the customer value, the company should strengthen the R&D ability, optimize product combination improve the marketing channel, employ the flexible pricing methods and integrate the marketing resource. Meanwhile necessary measures be listed in the article to guarantee the implementation and control of marketing strategy.