Research On Product Marketing Strategy Optimization Of S Fine Chemical Technology Company

China's reform and opening up has achieved brilliant achievements in the past 40 years.China's fine chemical industry has also made great progress and progress,but it is still a certain gap from the western developed countries.At present,social competition is increasingly fierce,and the external environment is unpredictable.It is especially important for most SMEs to achieve better development in this complex environment.Marketing is the most important part of an enterprise's production and operation process.If a company wants to maintain sustained and rapid development and wants to gain more market share in the market,it should market its products and choose its products.Target customers in the market,and choose different marketing strategies according to different market segments.At the same time,we must rationally optimize the products of our company and match the market.Find an optimal combination between the market and the product,so that the company canobtain more customer markets in order to get the most profit.This thesis takes S-fine chemical technology company as the research object,analyzes the product characteristics and marketing status of the company's current marketing and finds that S-fine chemical technology company has the following main problems: First,the product mix structure is unreasonable and the hierarchy is not clear.Second,the product pricing is unreasonable,the third is the marketing channelis single,the fourth is the company's brand awareness is low,the marketing team's enthusiasm is not high and so on,and the reasons for these problems are analyzed,and the optimization and improvement program is proposed: Positioning the low-end market,strengthening product mix advantages;implementing differentiated strategies;accompanying the market,enhancing price flexibility;introducing dealers,expanding marketing channels and expanding brand influence and strengthening cooperation with external companies.At the same time,in order to enable this optimization plan tobe implemented concretely,the company also introduced corresponding safeguard measures: strengthening the internal construction of the company and introducing the KPI business performance appraisal system.The focus of this thesis is on the main problems of the company's marketing and the specific solutions of marketing strategy optimization.It pays attention to the feasibility and operability of the marketing strategy optimization plan,and also pays attention to the implementation of the plan.In addition,the marketing optimization program proposed in this paper provides some useful reference and inspiration for finding small and medium-sized fine chemical companies to find the marketing strategy that is most suitable for their own company.It also has certain reference for relevant enterprises in the industry.