HT New Material Adhesive Marketing Strategy Research

With the development of science and technology and national economy,adhesives have been widely used in wood processing,construction engineering,textile printing and dyeing,shoemaking,leather,electronics and electrical appliances,automobiles,new energy,mechanical engineering,aerospace,packaging,biomedical and other industries and high-tech fields.At present,the requirements for adhesives and bonding technology are getting higher and higher in different industries.HT new materials,as the most powerful and largest adhesive enterprise in China,must formulate effective marketing strategies to guide the company's marketing activities,so as to occupy a dominant position in the fierce market competition.This paper mainly adopts the methods of literature research and field research,choosing HT New Material Company as the research object,and launches a large number of in-depth research and research around the core issue of its marketing strategy.This paper combs the marketing theories such as market positioning and marketing strategy combination,and provides theoretical basis for the research of marketing strategy of HT New Material Company.The internal and external environment HT New Material Company is facing is analyzed in depth,focusing on the industry competition,current market demand,understanding of its human,financial and customer resources,management,R&D,production and marketing capabilities,and the overall evaluation of HT New Material Company's strengths and weaknesses.By subdividing the adhesives market,the target market selection and positioning of HT new materials are determined,and then the specific strategies for HT new materials to expand the market are put forward in five aspects: product,price,channel,promotion and service.Finally,from the aspects of customer management and maintenance,strengthening the construction of marketing team,and establishing enterprise marketing informatization,the corresponding safeguard measures are put forward to help HT new materials gain competitive advantages.To achieve sustainable and healthy development of enterprises.On the one hand,the research content of this paper can enrich the current marketing theory of adhesives industry,on the other hand,it can provide some guidance for HT New Material Company to formulate reasonable marketing strategies,help HT New Material Company to gain greater advantages in marketing work,and also provide practical and effective reference for other adhesives manufacturers to improve their own marketing strategies..