Research On Optimization Of Marketing Strategy Of Functional Resin Products Of Haote Company

As the country's supply-side reforms continue to advance,various industrial policies and stricter environmental protection measures have been introduced;functional resins,as an important raw material for the production of industrial coatings,also face greater challenges in their development.As a chemical enterprise that earlier operated functional resin products,Haote Company has quickly adapted to the new market environment to win opportunities,thereby enhancing the competitiveness of the enterprise,which has become an urgent problem to be solved.This article takes the functional resin products of Haote Company as the research object.First,it analyzes its marketing status to sort out the problems in its marketing activities.The main problems are: single product structure,more extensive pricing,insufficient marketing channels,and more efficient promotional methods.Low,lagging response to environmental changes,etc.Secondly,through the analysis of its marketing environment,combined with customer needs and characteristics analysis,find out the opportunities and risks facing them.Then proposed optimization suggestions from the four aspects of product,price,channel,and promotion.The main recommendations are: improve product structure and increase supporting products;further differentiate differentiated pricing;refine the original marketing channels and develop e-commerce channels;increase personnel Promote efficiency,strive to promote relationship marketing,and actively use multimedia,professional websites and other forms to promote sales.At the same time,in order to promote the implementation of the optimization program,corresponding guarantee measures are also given.The main measures are: strengthening the construction of marketing teams,improving customer management and service systems,establishing customer needs and relationship marketing concepts,paying attention to risk prevention and control,and cultivating excellent Corporate culture,etc.In this paper,through the optimization research on the marketing strategy of functional resin products of Haote,it will help Haote to enhance the market competitiveness of the company and achieve the sustainable and stable development goals of the company;in addition,it will also provide references for the marketing strategies of other functional resin operating companies.It is hoped that this research will have some reference for other small and medium-sized chemical companies to expand their market.