Research On SR Product China Marketing Strategy Of VAC Company

China has got remarkable achievement in the "reformation and opening" in last 30 years. Steel industry, as the mainstay industry of the country, has experienced the fastest, great-leap-forward development. Along with the fast growth, the repeated construction and blinded expansion has driven the whole industry in slump and declining. High temperature material industry (Refractory industry), as accessory of steel industry, experienced the same market decline. This paper deeply analyzed VAC SR product's market environment in China market by using "PEST analysis" and "Porter 5 forces" etc. theoretical tools, under the current fast change market background. It also uses "SWOT analysis" to analyze the internal advantage and disadvantage, reveal external opportunities and threats, and provide the marketing strategy for VAC SR product market development in China by adopting various marketing tools such as marketing management, market segmentation and positioning, marketing mix, marketing information system and localization strategy etc. It target to get SR business a consistent and healthy growth in China market.The research object is VAC International Company, who is one of the strongest and largest Refractory producer in the world. It produces all types of refractories and provides the service for steel industry, with solid footprint and comprehensive strength. But under current China downturn market condition, aggressive competition from local and international competitors, "New Normal" economy etc. the adjustment of marketing strategy, changing with the times is must.There are six sections in the paper, section 1 is introduction of the background of the subject, then section 2 is theory summarization, section 3 analyzes VAC internal and external environment in China market. Section 4 is the analysis for product market segmentation and positioning; Section 5 provides the proposals and solutions from the marketing mix; Section 6 discuss to provide the guarantee for marketing strategy implementation by human resourcing, cost strategy and localization strategy; finally summarize the whole paper at the end;This paper links the theory with practice, aimed at providing the proposal for VAC SR market development and growth constantly in China market. Simultaneously give the references to other internal companies on China marketing strategy for their product and business development.