Research On The Marketing Strategy Of Y Company Liquid Neopentyl Glycol Products

With the development of industry in China,the demand for chemical products is rising,and the situation of resource consumption and environmental pollution is becoming more and more serious.In recent years,the fine chemical industry is promoted to the high-end and green direction.In this background,Y company,as a member of the fine chemical market,constantly innovating and complying with the current market demand for environmental protection coatings,that is powder coating,and has developed the company’s new product”neopentyl alcohol"(hereinafter to be referred as NPG)slurry and intends to put it into sale.Researching the NPG slurry marketing strategy is helpful for Y company to conform to the enterprise itself the right marketing strategy according to the changes of the market,which flows the market needs for environment-friendly coatings,leads Y company on the green health,sustainable development road of the new type of chemical industry.This paper focuses on the core issues of marketing strategy for Y company’s NPG slurry.And finalizes the marketing mix and the strategy implementation.The main contents include:related theories,internal and external environment analysis,marketing strategy based on marketing environment analysis,formulate the marketing mix of NPG slurry by STP,Potter five force model and 4P theory from product,price,channel and promotion,and finally determines the marketing strategy of NPG slurry.With the knowledge of marketing theory and the actual situation of Y company,it is concluded that NPG slurry is not only the new product,but also needs to put the value into it,adopt rapid penetration strategy,and ensure the success of NPG slurry to the market through green advertise,technical service and big customer management.In conclusion,the research of this paper is not only the practical guide for company’s marketing strategy of NPG slurry,but also optimizes and extend the company’s existing industry chain,produces higher value-added product and meanwhile meets the market demand,improves enterprise’s economic strength,in addition,it also has a certain reference for marketing work of NPG slurry in domestic.