The Study Of Marketing Strategy Of Photoinitiators Of Jiuri Chemical

Ultraviolet(UV) curing technology is one of the energy conservation and environmental protection technology. Photoinitiator is the main additive of the UV curing. With the increasingly strict environmental protection policy and the gradual improvement of the people environmental protection consciousness, the market of UV coating, UV inks is growing fast.Tianjin Jiuri Chemical Co., Ltd., founded in 1998, is the largest high-tech enterprise specializing in the production of photoinitiators in China. In the fierce competition of manufacturers, Jiuri Chemical faces the problem of how to keep the stable growth of market share. In this paper, based on the chemical and product features of Jiuri, by market environment analysis, competitor analysis, SWOT analysis, market segmentation and product positioning, perfect the marketing strategy, help enterprises to build competitive advantage.This article is divided into five chapters. The first chapter introduces the specific conditions of Jiuri Chemical, paper research background and significance, thesis research methods and process. The second chapter elaborates relevant basic theory and makes necessary changes and development. At the same time through the photoinitiator marketing situation of observation, analysis the characteristics of its change. In the third chapter, according to the steps of marketing strategy analysis, specific to light initiator market environment analysis, from macroscopic to microcosmic. Using SWOT analysis tool to identify the current opportunities and risks, using superior resources to avoid the disadvantages, to prepare to make company's marketing strategy. The fourth chapter, in combination with Jiuri Chemical specific situation, analyzes the marketing strategy formulation, including market segmentation, market positioning, the analysis of the marketing mix. Seizing the product characteristics to implement different marketing strategies. The fifth chapter, through the analysis of the previous chapters, sums up the marketing strategy of Jiuri Chemical and some problems should be considered in the formulation and implementation of marketing strategy. The sixth chapter is the conclusion of this paper and an overview of deficiency.