Service Marketing Strategy Research On QL Catalyst Company

Siopec Catalyst Co., LTD. Qilu Division is the largest domestic manufactuingbase of FCC catalyst, which has the most product categories, the world-class catalyst production technology, the pround company culture and the excellent management system leading to certain competitive advantages in both domestic and foreign markets.With the political and economic situation both at home and abroad getting complicated, supply relationships in crude oil market have changed dramatically, the domestic demand of FCC catalyst has been reduced and the same for global market. The competition in this industry are getting fierce. The refining and petrochemical enterprises are continuously loosing money. There are more and more requirements on refining catalyst price deduction and the profit of refining catalyst are continuously dropping. So the market situation for catalyst is tough. Influenced by the dilema for petrochemical industries in recent years, the domestic demand of FCC catalyst has been reduced and the same for global market. The competition in this industry are getting fierce. The refining and petrochemical enterprises are continuously loosing money. There are more and more requirements on refining catalyst price deduction and the profit of refining catalyst are continuously dropping. So the market situation for catalyst is tough. In this case, QL Catalyst Company, which wants to continue to maintain the leading position in the industry,must timely adjust the enterprise development strategies, especially the marketing strategy,add new elements, and enhance the enterprise’s competitiveness. with service added to marketing strategy.This paper has aresearch on Siopec Catalyst Co., LTD. Qilu Division. Firstly, based on the background, the relevant documents on catalyst marketing and service marketing are viewd, which lays a theoritical foundation for the topic. Secondly, by utilizing Potter’s model of external environment analysis by five forces, the domestic and overseas market environments are analyzed. Thirdly, based on the SWOT analysis on the internal environment of QL Catalyst Company, the advantages, disadvantages, opportunities and threats of the company can be found and the feasibility and importance of service marketing to catalyst industry are proposed. Based on the above analysis, QL Catalyst Company coordinate the relation between various departments, improve the service marketing convergence mechanism, establish a service marketing concept with the core of "customer satisfaction", focus on the innovation of service differentiation marketingstrategy, the establishs marketing strategy concerning relationship of customer, creates a first-class marketing team to optimize the company service marketing strategy. The purpose of this study is to provide theoretical basis for the sustainable development strategies for the enterprise, Also for the catalyst industry service marketing system construction and optimization provide valuable exploration.