Study On The Target Marketing For Hot-melt Adhesive Of H Company

The hot-melt adhesive (hereinafter referred as "Hot-Melt Adhesive"), which is a kind of adhesive. It has been one of the most promising adhesives as its basic substance is thermoplastic resin with single component and has such distinguishing features as quick solidification. With rich sources of raw materials, environmental protection and no pollution and low price characteristics.In family of adhesive, hot melt adhesive as the most typical environmentally friendly adhesives, conform to the development trend, and got rapid development. With the rising of hot melt adhesive technology, manufacturing processing industry and other business areas are expanding the application range of the hot melt adhesive and dosage. On the basis of the steady development of the global market of hot melt adhesive, the Chinese market will become the future for a period of time, Hot melt adhesive as now possesses typical features of environment-friendly type adhesive, because conform to the development trend of the times so rapid development. A new type of green environmental protection hot melt adhesive products will become the development direction of adhesives in China market. According to the adhesive market in China and the "twelfth five-year" development planning ", hot melt adhesive production in China will increase from 466000 tons in 2011 to 2015 tons in 861000, At the same time sales also is rising by 20117,300,000,000 yuan, has now increased to 14,500,000,000 yuan, with 19% of the related compound growth rate rising.This thesis is based on the H company as the research object, makes a research and Analysis on H hot melt adhesive products company to carry out a series of marketing strategy of H company, hot melt adhesive product marketing is analyzed, and based on the learned MBA courses, including the STP method, the mentioned Potter five competitive forces analysis, marketing,4P principle and the SWOT analysis method and so on, the relevant theory, this a series of tools, for the product of H company to carry out analysis, target market marketing strategy market segmentation, product positioning and marketing strategy of portfolio selection and so on, which is full of directivity put forward specific marketing mix strategies and the implementation suggestions for the products of H company.