Study On Marketing Strategy Of Lanzhou Petrochemical Acrylic Acid

With the going into operation of acrylic acid device in China,the market of acrylic acid is rapidly saturated therefore the production capacity is extremely high,the competition in the industry is very fierce and the price war is common,how to keep the competitive advantage in the fierce market competition has become the problem that every acrylic production enterprise has to face,for Lanzhou Petrochemical Company In order to realize the long-term development of enterprises,it is necessary to adjust and improve the marketing strategy of acrylic products and continuously improve the competitive ability of enterprises.Firstly,this paper briefly outlines the marketing related theory,then analyzes the business status quo and existing problems of the acrylic acid industry in Lanzhou Petrochemical Company,introduces the market situation and competition pattern of acrylic industry,it points out the particularity of marketing in acrylic industry,and studies the macroscopic environment and industry environment of Lanzhou Petrochemical Company by using of pest analysis and Porter five Force model,analyzes acrylic acid sales in Lanzhou Petrochemical company by SWOT analysis method which include advantages and disadvantages of acrylic acid sales and challenges and opportunities for acrylic acid sales.Combining with the sales prospects,it makes a sales target and find out a definite position for.Finally,combined with the 4Ps marketing theory,the paper puts forward the business strategy and the safeguard measures for acrylic acid sales of Lanzhou Petrochemical Company.By taking the marketing theory as the instruction,basing on the actual situation of acrylic acid sales in Lanzhou Petrochemical Company,the article puts forward business strategy and strategy implementation guarantee which are suitable for product characteristics,aiming at taking the customer as the center to implement differentiated marketing and to realize the overall coordination and integration of product,price,channel and promotion,and improve the economic efficiency of enterprises,realize the mutual win between enterprises and customers,and finally achieve the goal of sustainable development of enterprises.