Research On European Marketing Strategy Of S Fiber Materials Company

In the 21 st century,the new material industry has become a key industry that is widely concerned by all countries."The quality of materials determines the quality of the industrial system,the scope of materials determines the scope of industrial applications,and the height of materials determines the height of industrial innovation." With China’s reform and opening up,Chinese chemical industry has entered the fast lane of development,and the new material industry increased quickly.However,there is still a certain gap in the face of European and American countries,especially the high-end products in the new material industry..UHMWPE fibers were mainly monopolized by the United States,the Netherlands and Japan before the 20 th century.China’s UHMWPE production enterprises have become more and more industrialized after 2000.With the growth of production capacity,the market competition pressure faced by enterprises has continued to increase.However,in the face of numerous domestic competitions and the technological and product advantages of foreign industry giants,the correct marketing strategy become the important component to share more market and benefit.S Fiber Materials Company was established in 2004,and the European market is the key target market in S Company’s international marketing strategy.In the UHMWPE fiber filed,DSM company is the unique supplier in the European Union market DSM in the past years,.DSM is not only the main competitor of S company in Europe,but also the benchmark for S company to learn and refer to.This article compares the Dutch DSM company to find out the existing gaps,lead the sustainable development of enterprises and industries through continuous improvement of European marketing strategies.This article is aimed at the marketing strategy of S company’s UHMWPE fiber products in Europe.Both of STP market segmentation theory and 4P marketing theory are the theoretical base.The marketing environment in Europe is the first point of this paper.Firstly,this paper completely studys marketing environment of S company in Europe by using PEST,Porter’s five forces model,SCP market structure model and SWOT model.Then the paper study the existing circumstance of S company’s marketing strategy in Europe and related issues,the purpose is to mining the reasons for these issues.In the end,the paper conclude the optimized plan regarding to S company’s marketing strategy in Europe,aiming at the Western European and Northern European markets,integrating domestic and foreign resources,realizing the dual-core drive of trade and self-produced products,focusing on customer specific requirements and different products.Differentiated and region pricing strategy,strengthen brand function and value creation,establish a good image of the company and provide a ensuring system.