Marketnig Strategy Analysis Of Dow Chemical Ion-Exchange Resin Busine Ss In Domestic Chemical Industry

Since ion exchange resin was invented in 1935 and was produced industrially,it has been widely used in the field of water treatment,metallurgy,chemical industry,food industry,pharmaceuticals and so on Because of its excellent properties.In 2009,Dow Chemical officially acquired Rohm and Haas chemical,These two companies joined together as the original global leaders in ion exchange resin industry,From 2010 to 2012,Dow Chemical Business of Ion-Exchange Resin in China has maintained more than 15% growth for three consecutive years,but in 2013,Dow Chemical business of Ion Exchange Resin in chemical industry has slowdown.Due to that on the one hand,affected by the global economic downturn and the domestic industry is weak in demand due to overcapacity,on the other hand,the rise of domestic competitors in the same industry.Under such conditions,the increase of Dow Chemical business in domestic chemical industry has slowdown.Because of the ion exchange resin business belongs to the Niche market and has dozens of applications in chemical industry,so this paper starts from the external environment,using PEST analysis tools,analyzing the macro environment fromfour aspects of political,economic,social and technology of ion exchange resin.With the application of STP theory,the market of resin products are segmented by different application,after locking target market,according to the different demands from the customers in different market segments,localizing the segment market.Finally the strategy of the Dow Chemical business for ion exchange resin in domestic chemical industry were carefully studied and discussed with 4Ps marketing theory,the optimized marketing strategy was put forward.