Research On Marketing Strategy Of Polyester Products In Jiangsu 3P Chemistry Co.,Ltd

As one key of Chemical industries,Polyurethane has been developing into mature stage,companying in the development of China market economy.At present,excess capacity,fierce competition and frequent price conflicts,all these factors just mentioned will make PU industry entrepreneurs confront and reconsider.As far as the starting up enterprise Jiangsu 3P Chemistry Corporation Ltd(below abbreviated as 3P chemistry)are concerned,the only way is to face positively and think deeply that designing marketing strategy of polyester products,improving comprehensive strengths of enterprise and pouring power into the achievement of long term enterprise development.The paper has sketched briefly some marketing theories related to research topic,following with the description of business operation situation and existing marketing problems in 3P chemistry.and then,it has also analyzed and elaborated macro circumstance,industry & market circumstance + five core acting forces directly relating to enterprise product competition and enterprise competitive profile by means of utilizing PEST,Supply-demand /Cycle curve + Michael Porter’s five forces model and CPM separately.In the mean time,putting to use SWOT tool to integrate inner strengths-weakness into outer opportunity –threats,it has also formulated tactics thoughts which has the characteristics of catching outer opportunity hiding threat and developing inner strength remedying weakness.Finally,in the guide of STP theory,combining the marketing perspective with the presence of polyester products,it has explicated the serving markets(segmenting & targeting)and values advocating(differentiation & positioning),and on the basis of 4P&4C theoretical blending,it has progressively established the theoretical & practical meanings of 3P chemistry polyester products marketing strategy with specific safeguard measures,analyzing and expounding separately from two angles of enterprise-customer and eight dimensions,uniting the aspect of the practical operations in enterprise marketing activities.In the guide of marketing theories,by utilizing the relative scientific methods and tools,this paper has pointed out the specific-tailored marketing strategy,strategy practices and safeguard measures,starting from the point of 3P chemistry polyester products marketing practical problems.The aims for these are to relieve or resolve the current difficulties and barriers what the company is conquering in marketing aspects,and to build the foundation for medium-long term enterprise development.And it will come true the fact that is market-orientated,customer-centralized and marketing-differentiated,and continue to realize product-consumer price-cost place-convenience and promotion-communication coordinated and integrated at all scales,as following,further to strengthen entrepreneur-customer strategic level cooperation,to improve entrepreneur survival profitability,to enhance economical and social benefits and to achieve sustainable development as the final and long term goals.