Research On Western European Marketing Strategy Of T Company’s Fine Chemical Products

In recent years,with the increasing demand for new materials,the fine chemical industry has developed rapidly.China has become the largest producer and exporter of fine chemical products.The outbreak of the Russo-Ukraine war in 2022 will lead to a European energy crisis,and the Federal Reserve will raise interest rates several times,causing the euro to depreciate by nearly 20% within six months.Coupled with the impact of the post-epidemic era,the superposition of multiple factors has led to inflation in many European countries,the production and import costs of enterprises have increased significantly,and some enterprises have shrunk demand and reduced production.Affected by many factors at home and abroad,while the domestic fine chemical industry is developing rapidly,it is also facing problems such as constant changes in the external environment and intensified competition.Facing the complex situation and fierce competition in the Western European market,it is imminent to improve the competitiveness of enterprises and choose reasonable and effective marketing strategies.Firstly,this paper analyzes many problems existing in the existing marketing strategy by using the relevant theories of international marketing,combining the current situation of the Western European market and the relevant data of T company.Secondly,through the macroanalysis of four aspects of politics,economy,culture and technology in Western Europe market and the SWOT qualitative analysis of T company,combined with the results of expert questionnaires,using the SWOT-AHP analytic hierarchy process,it is proposed that T company is in Western Europe.Market marketing strategy.The analysis results show that T company should adopt ST’s multiple business strategies,and combine with 4P marketing theory to further optimize the marketing strategy plan from four aspects: product,price,channel,and publicity.Company T should use its own manufacturing advantages to continuously expand derivative products and realize "combined sales" of products.And gradually form a marketing model combining "big customer management" + "regional management" + "product management" in terms of price.In terms of channels,direct sales and distribution channels are classified and managed.Adopt online and offline publicity strategies,etc.,to provide reference for the development of T company in the Western European market.And through the above analysis,it is concluded that fine chemical companies should strengthen innovation and realize serial production in products in Western European marketing;in terms of channels,they should pay attention to the cultivation of distributors and maintain good relations with channel members;in terms of publicity,they should effectively use Internet publicity Advantages: In terms of price,we should fully investigate market segments and combine customer needs to formulate a reasonable price strategy.