Research On Marketing Strategy Of S Company’s Basic Chemicals

As an important link in the national economy,the chemical industry plays an important role in the development of the whole social economy.With the improvement of technology,the continuous increase of production capacity and the adjustment of relevant policies,China’s chemical manufacturing industry has entered a new stage of development.At this stage,the supply and demand relationship of the chemical products market has changed,and the overall supply of the market is more than demand.The concentration of production capacity continues to improve,the scale of large enterprises increases,and small enterprises are gradually eliminated.The technological gap between enterprises has narrowed,and the product homogeneity is serious.The development of the industry is constrained by the market demand,the market competition is intensifying,and the survival and development of chemical enterprises are facing great challenges.On the basis of the known situation at this stage,how to accurately understand the market,meet the market demand,give play to their own advantages,and improve product profits has become a problem faced by enterprises,and the key to solve this problem is to improve the marketing system and constantly optimize the marketing strategy.This study takes S Company,a chemical enterprise,as the specific research object,through the combination of theoretical research and investigation research,using the collected information and data,analyzes the current situation of S Company and its basic chemical products marketing,and summarizes the existing problems from the aspects of products,prices,channels,promotion,etc.Then analyze the external macro and marketing environment of S Company,use qualitative and quantitative analysis,establish SWOT-QSPM matrix model,provide guidance for marketing strategy optimization from a strategic perspective,use STP analysis to study S Company’s market segmentation,target market and market positioning,and point out S Company’s key target market and market positioning;According to the above analysis results,in view of the problems in the basic chemical products,prices,channels,promotion and other aspects of S Company,the corresponding marketing strategy optimization plan was proposed,and a series of safeguard measures were formulated from the aspects of the construction of the new corporate culture system,the improvement of the corporate organizational structure,financial resources and information technology for the smooth implementation of the basic chemical product marketing strategy optimization plan of S Company.Through the analysis of the current marketing situation of S Company’s basic chemicals,the existing problems are found.By using qualitative and quantitative analysis methods,targeted marketing strategy optimization plans and supporting safeguard measures are proposed to provide a basis for S Company’s basic chemicals marketing decisions.At the same time,it also provides some reference for the marketing strategy analysis of other chemical enterprises.