Polyplastics China POM Business Marketing Strategy

Entering the new century, due to electrical and electronic, automobile industry, building materials, light industry and export processing industry developed rapidly in our country, POM consumption increased rapidly, leading the domestic polymerization production capacity expansion.2005to2012years, China polymerization production at an average annual growth rate of23%, the next few years still new POM project to be launched. In2012, China Poly polymerization production capacity reached465000tons, and the operating rate of only54%, significant excess capacity, but in the same year POM imports has reached213000tons, the main reason is the domestic production capacity is concentrated in low-end products, while high-end products still need to import large quantities.Headquartered in Japan Polyplastics company in1994to enter the Chinese, with the market advantages, the use of advanced technology and effective competition strategy, marketing strategy, the rapid expansion of its business in China POM, established its market leader position in the China. Although the Polyplastics China Company has around20%Chinese POM market share, but still faces the huge pressure of competition. A famous foreign chemical companies continue to flow for the domestic market, on the other hand, the domestic chemical enterprises through the purchase of patents in China production of POM and take the low price strategy of market penetration. In the opportunities and risks coexist in the market environment, Polyplastics China Company should carefully study the market trends and marketing strategies, active in the development of POM new applications in the field at the same time, keep the leading market share, in order to occupy the long-term advantages in competition.This paper first of all domestic and international development trend of POM market analysis, and then from the analysis of the current situation of Polyplastics China Company marketing, the use of4P and4C analysis, marketing strategy evaluation of existing Polyplastics China Company, find the existing problems in marketing strategy, in order to solve these problems, to explore the future of Polyplastics China Company marketing target, marketing direction and specific marketing strategies, with a view to the individual Polyplastics service China Company marketing strategies to improve and optimize the contribution.