Study On Improvement Of Marketing Strategy For Polyoxyethylene Products Of JLXY Company

Polyoxyethylene(PEO)products are widely used in various research fields because of their unique properties.However,in recent years,with the slow consumption of raw materials by downstream users and the impact of good brand effect of foreign products,the current market competition is increasingly intensified.In the face of challenges,JLXY needs to improve its original strategy in PEO market development to meet the market demand under the new situation.The polyoxyethylene products of JLXY started late in China,and at the initial stage of entering the market,the corresponding marketing strategies were implemented according to the situation at that time,and certain results were achieved.After several years of hard work,the product gradually occupies a certain position in the market.However,with the increasing market competition,in recent years,the growth rate of product sales performance has slowed down significantly.JLXY has gradually realized that there are still many deficiencies in the marketing strategy of the product,which will affect the future market development of the product and further affect the development process of the whole company.On the basis of summarizing the development history of JLXY company and the characteristics of polyoxyethylene products,based on the STP principle of market segmentation and 4P marketing theory,this paper comprehensively analyzes the current marketing status of JLXY company.It is found that the company's polyoxyethylene products in the marketing process in the product,price,promotion and channel,and so on,there are many deficiencies.In view of these problems,this paper analyzes the macro environment,micro environment and the internal situation of the enterprise,conducts targeted market segmentation evaluation of PEO products and selects key target markets.At the same time,it proposes differentiated marketing strategies for different markets and corresponding improvement strategies for products,prices,channels and promotions,in an attempt to provide new guidance for the company's marketing strategies.At the same time,to the implementation of the strategy can effectively,this paper formulated the corresponding strategy implementation safeguard measures,including system,measures of human,technology,capital,etc,in order to promote and guarantee the effective implementation of the marketing strategy improvement program,hoping to other small and medium-sized enterprises within the industry like play a beneficial reference to solve problem,at the same time for the chemical industry the application of the marketing strategy play a certain reference function.