Study On The Base Chemicals’s Marketing Strategy Of M Company

The base chemicals industry make important outstanding of national economy and it’s the major pillar industry of country. China has made great efforts on developing the industry and now China is the biggest chemical industry country in the world.Accompanying the developing of the industry, there are several problems just like low-standard duplicate construction, overcapacity, product homogenization.Many enterprises need to improve their marketing level by the guide of the theory urgently to survive. However, the basic chemicals industry has the characteristics like extensive management. A lot of enterprises think that marketing theory cannot be applied to the industry at all.They used making "Sales" instead "Marketing".This paper concluded some industry generalities, take M company as an example to have a deeply study on its marketing theory application, and discuss on marketing strategy application of base chemicals product from practical level. Having a study on the content and methods of Product, Price, Place, Promotion, this study includes this company’s initiating, pre-Market and post-development to analyze the gains and losses. At the same time, this paper used the SWOT basis analysis tool to study the company’s industry situation and the strategy which they should be selected. This paper made a review and summary of the Marketing theory application of M company, submit the advices including internal marketing, integration and optimization of Place strategy, adjustment of Product strategy, establishing of Market information system, realization of real Marketing. At last, there is a conclusion that the enterprises could and should have to adhere to the theoretical guidance of marketing strategy. Hoping this paper could help the transformation and upgrade of the M company’s industry and marketing strategy’s application of base chemicals industry.