Study On The Polypropylene Product Marketing Strategy Of DT Company

Coal resource is one of the main energy of our country.In recent years,the new coal chemical industry has made rapid progress.It has improved the use value of coal resource.Meanwhile,the technical advance has made it much more cleaning than traditional coal chemical industry.But now it has facing hard times due to the more and more strict state policies.It also affected by the economic slowdown of the world and China.The new coal chemical projects has facing many problems,such as environmental protection、water resources utilization、technical difficulties and economical efficiency,but in the long run,all the problems can be solved by the technical innovation.As the demonstration of coal to olefin project in China,DT Company has been put into commercial operation.Polypropylene was the main product of DT Company and has been launched to the market.Its sales performance will directly affect the company’s profit.This thesis research the polypropylene product marketing strategy of DT Company.It firstly reviewed the history of marketing theory and introduced the 6P Marketing Combination Theory and the concept of Green Marketing.Secondly this thesis introduced DT Company and its main product polypropylene.This paper used Public Management Theory to analysis the external environment of DT Company.At the same time,it also analysis current marketing situation of polypropylene and DT Company’s internal environment in detail.Based on the above analysis,this study used SWOT analysis method to evaluate the comprehensive condition of DT Company.This thesis adopted the method of theory with practice.Combined with the actual situation of DT Company,based on the real and latest production data and the market information,this paper used 6P Marketing Combination Theory and Green Marketing knowledge to point out the improvement measures of DT Company’s marketing strategy.This thesis combined the 6P Marketing Combination Theory and the Green Marketing Concept to guide company’s environmental protection and marketing work.Through this way to make the company get double return of economic benefit and ecological benefit.This is the new idea of this paper.This thesis could provide a positive reference for DT Company’s product marketing strategy,and also hope this paper could provide helpful reference for the marketing work of similar new coal chemical projects.