Research On The Marketing Strategy Of Synthetic Rubber Of Products QLSH Company

QLSH company is a large-scale chemical combination enterprise directly affiliated to Sinopec Group, which is a petrochemical, salt chemical industry, coal chemical industry and natural gas chemical industry. Synthetic rubber products of QLSH company mainly butadiene rubber, styrene butadiene rubber and two varieties, output ranked first in the country. In recent years, the world economic growth rate, the global automotive industry into a difficult situation, making the international market demand for synthetic rubber significantly reduced. With the technological innovation of domestic synthetic rubber enterprises, a large number of synthetic rubber plant is put into operation, the excess capacity and product homogeneity makes the domestic market demand less. In the international and domestic market, the double attack, did not take the right marketing strategy makes the QLSH Company synthetic rubber products sales dropped significantly QLSH synthetic rubber products faces intense competition in the market.This paper based on the QLSH Company synthetic rubber products, starting from the internal and external marketing environment, the use of PEST analysis method, five forces model, internal and external factor evaluation matrix analysis tool, of synthetic rubber industry in the macro environment, industry environment, the industry competition structure analysis, clear QLSH Company synthetic rubber products in the external environment opportunities and threats; through to QLSH company in production capacity, logistics capability, innovation ability internal resources and capacity analysis, has been clear about the competitive advantage and disadvantage of the QLSH. On this basis, according to the STP theory of market segmentation, re positioning of the product, the establishment of a new marketing network. According to 4P, 4C, 4R marketing theory, combined with the current situation and problems of QLSH company marketing, improve the marketing strategy, developed a set of products, price, channel, promotion, service as one of the marketing program. In the end, the guarantee measures of production operation, management system and human resources are formulated to guarantee the smooth implementation of the marketing strategy of QLSH company’s synthetic rubber products.This paper through the marketing strategy under the new market situation, enhance the QLSH Company synthetic rubber products competitiveness in the market, the threat of effectively curb competitors at home and abroad, for the company’s synthetic rubber industry future development and marketing strategy provide valuable experience and reference.