Marketing Strategy Research Of XY Company In Chemical Industry Market

XY Company,as a well-known manufacturer of electric actuators in China,has made outstanding achievements in thermal power,nuclear power,water and other industries with its main products widely used in electric actuators,especially in the thermal power field.At present,the XY company of traditional thermal power market has been in the stage of excess production capacity,the future will be for a variety of new alternative energy generation,the existing thermal power project is stopped and delayed or cancelled,so in order to the healthy and sustainable development of the enterprise,XY company must keep in the original market is stepping up efforts to develop new field on the basis of new markets,scale of company’s sustainable development.Looking at several major industries and fields,the chemical industry is in another period of rapid development,with a large number of new projects and short cycle.The completed and put into production projects are also in a period of technological renovation,with strong market demand.In this context,how to seize the opportunity to grow bigger and stronger in the chemical industry market,through the growth of the chemical industry market to promote the large-scale development of the company.This paper discusses XY’s marketing strategy in the chemical industry market based on the marketing environment that XY company is faced with the significant contraction of thermal power market and the strong and rapid development of chemical market.Comprehensive use of marketing theory knowledge,combined with analysis tools,develop research ideas and paths.First,use PEST analysis tool to analyze the external macro environment of the enterprise;Combining with porter’s five forces competition model,this paper analyzes the current basic competitive situation of chemical industry,analyzes the competitive environment of the industry,and provides the basis for enterprise’s competitive strategy decision.Then on the basis of the analysis of XY company’s resources,capabilities and deficiencies,the SWOT analysis of XY company and the establishment of SWOT analysis matrix model,to develop the optimal marketing strategy.Using STP target market theory,market segmentation is carried out in three aspects of market size,industrial chain distribution,new project purchase and operation purchase,and XY company’s target market is selected to achieve accurate positioning and formulate the company’s overall market positioning.On the basis of this market segmentation,formulate XY chemical industry marketing mix strategy.Finally,suggestions are given from the aspects of business policy,personnel,products and services.