Marketing Strategy Of Chemical Foreign Trade Company With Industry Integrated

Since the reform and opening up,China's chemical industry has made great progress.With China's accession to the WTO in 2001 and the further decentralization of foreign trade management right,many private entrepreneurs,aiming at the preferential policies of the state to vigorously support foreign trade and the high profits of chemical foreign trade,have invested in the construction of factories and set up foreign trade companies,opening up the business path of industrial and trade integration.However,along the way,China's chemical enterprises have always been in the dilemma of industrial upgrading.In addition,the shutdown tide caused by environmental protection policy makes the price of chemical raw materials soar.The chemical foreign trade is under the impact of domestic severe situation and foreign market changes,and drops into the internal and external troubles.In such an environment,H company is also unavoidable.H Company is a subsidiary of M Group in chemical foreign trade.With the scarcity of key products and the advantages of industry and trade integration,H Company has gradually established its foothold in the international market.But in recent years,its growth of sales has become slow down or even decline.There are various contradictions between customer demand and factory production: single variety,insufficient technical support,heavy cost of internalsupply and a series of problems are plaguing the development of H Company.In fact,the industry integrated foreign trade company is still have an awkward developing position up to now.As a foreign trade company,it is subject to the pressure of factory product sales and business development control.This makes the trade company difficult to show its advantages of channel providers and service innovation,and once the factory product advantage disappeared,it will fall into a strange circle of homogeneous products and services competition.Therefore,how to redefine the marketing strategy of such enterprises to improve their competitiveness,and formulate reasonable safeguard measures to promote their marketing initiative are important issues worthy of our discussion.This paper discusses the common problems of the industry integrated foreign trade company through H company's case.After theoretical research and practical investigation,it lists the internal and external environment factors of H company,and combs the opportunities,threats,advantages and disadvantages by SWOT matrix.In view of the bottleneck problems,combined with the analysis results and reference cases,this paper formulates the corresponding marketing improvement measures and implementation safeguard measures.The case study of H company shows that under the current depression condition of chemical foreign trade,the industrial integrated foreign trade companies must overcome its own weakness,and redefine the marketing strategy and guarantee measures oriented by customer demand.The specific strategies are as follows: 1.Segment the market and select the target customers to establish the differentiated marketing position.2.Carry out differentiated services in terms of products,prices,channels and promotions to meet customers' differentiated needs.3.In terms of guarantee measures:Firstly,enhancing the trade companies' marketing independence by system optimization and organization adjustment.Secondly,showing the trade companies' advantages of channel providers to enhance cooperation with parent company and expand external resources,so that to provide basicservices for smooth implementation of marketing strategies.Finally,cultivate corporate culture and brand awareness,and lay the foundation for enterprises to build a one-stop solution provider image.This paper hopes to provide effective theoretical and practical guidance for similar enterprises to get rid of the predicament through H company's case study,and also provide feasible reference for other scholars' research.