Research On Product Marketing Strategy Of Huaxiang Chemical Co.,Ltd.

PVC paste resin is the abbreviation for polyvinyl chloride paste resin.Product made of PVC paste resin has a wide range of industrial uses and is seen as one of basic domestic chemicals for raw materials.As China’s economy is rapidly growing in recent years,the production capacity of the PVC paste resin industry has been taking off.The domestic PVC paste resin products have become largely homogeneous with the market supply exceeding demand,and competition for lower price is really fierce.Most of productive enterprises do not have specific marketing strategies,but simply rely on scaling up production and cutting down production costs to grab market share.Obviously,this vicious circle has seriously affected the sustainable development of productive enterprises.For instance,Hua Xiang Chemical,where the author works,lacks clear marketing plans,showing issues such as unclear marketing goals,single business mode,inaccurate predictions for market prices,loose control of marketing channels and so on.This article takes Hua Xiang Chemical as the research object,firstly investigates and analyzes its industrial environment as well as main upstream and downstream industries.We found that the main opportunities existed for Hua Xiang Chemical are that the downstream market development of the main brand products is economically potential and promising,and that corporate rivals with similar product performance are facing relocation due to environmental issues,which threatens the national environmental protection policy to further strictly control the emission indicators of chemical enterprises,and that competitors newly into the business have certain influences on the enterprises.And the advantages lie in technology and craft strength and the geographical location adjacent to the Pearl River Delta Economic Region,but the disadvantages are that the company’s main raw material supply channels are not sustainable,the company’s production scale is too small,and the company’s marketing concepts are limited.According to the results of environmental analysis,this article proposes that Hua Xiang Chemical should accentuate its strength and erase its weaknesses,and conduct market segmentation on the basis of product strategy,choosing target markets where it has obvious advantages,and then compile its main resources to take entire market share.In terms of positioning strategy,respectively adopt the follow-up pricing method in dominant markets and the follow-up pricing method in other markets.For marketing channel strategy,strengthen the control of middlemen and tilt towards the markets in fewer distances.In the promotion strategy,enhance the personnel sales method that combines technology with public relations,moreover,gain more popularity by conference marketing and professional journal publicity.The above marketing strategy is recommended to be implemen ted in three stages.In order to maintain implementation of those strategies,it is also necessary to enhance the marketing team building and the control of the marketing process,as well as the marketing assessment mechanism.Industrial product manufacturers should also seek out to their own marketing strategies in the marketing process,find their own core competitiveness and differentiated marketing,and get rid of the vicious cycle of price-capacity,to embark on the road of sustainable development and avoid being the short-lived one inthe fierce competition of the market.