Research On Marketing Strategy Of RFGC’s Polymer Materials

As a traditional pillar industry of the country,the chemical industry is related to important fields such as energy,environment,medicine and kerosene,and is closely related to national industrial production,national economic growth and people’s life.Since entering the 21st century,in the special period of transformation of old and new dynamics,the country has increased its support for the chemical industry from different angles,aiming at the chemical industry to give full play to its role and help achieve a series of goals of resource conservation,environmental protection and sustainable development.Most of the chemical enterprises in China still follow the sales model based on production,with no obvious difference in product performance,product quality cannot maintain a high level,weak product supervision and other problems have been criticized by professionals,which to a certain extent affects the survival environment of enterprises.RFGC’s main products are PVC additives related products,product quality level to maintain the industry’s leading level,scientific research and technology continues to refine,but for many years,the marketing concept has been in the state of salesman door-to-door sales,the understanding of its polymer materials marketing environment needs to be further deepened in order to seize the opportunity to develop domestic and international markets and enhance the company’s profitability.Taking RFGC’s polymer materials as the research object,firstly,using the field research method,I analyze RFGC’s internal environment practically to understand the company’s profile,clarify the company’s organizational structure,analyze the current situation of products and recognize its core competitiveness;then,using the PEST analysis method,we conduct an in-depth investigation into the macro environment of the polymer materials industry in four aspects:political,economic,social and technological,and then,using the PEST analysis method,we analyze the macro environment of the polymer material industry in four aspects:political,economic,social and technological,and objectively analyze the competition of RFGC in this industry to grasp the situation;then,based on the SWOT analysis method,we summarize and elaborate the advantages,disadvantages,opportunities and threats of RFGC’s polymer material.Based on the analysis of the marketing environment of RFGC’s polymer materials,the current situation of the company’s polymer materials marketing strategy is explained in four aspects:product strategy,price strategy,channel strategy and promotion strategy based on the 4P theory of marketing;next,the current situation of the company’s marketing assessment index system is constructed,and the COWA operator method is used to assign weights to each index,and the current situation of RFGC’s polymer materials marketing is evaluated by the fuzzy comprehensive assessment method.It is found that the current level of RFGC’s polymer marketing strategy is in the qualified level,among which the current level of product strategy S₁,price strategy S₂and channel strategy S₃is in the qualified upper level,and the current level of promotion strategy S₄is in the qualified lower level;based on the assessment conclusion,the problems in the implementation of RFGC’s polymer marketing strategy are identified.Finally,to address the problems of the marketing strategy,the marketing strategy of RFGC’s polymer materials is finely analyzed using STP theory,and suggestions for marketing strategy optimization are put forward,and the guarantee mechanism for the implementation of the company’s marketing strategy is further elaborated.