The Research On Marketing Strategy Of Synthetic Rubber Products Of A Company

A Company is a synthetic rubber circulation enterprise,selling cis-1,4-polybutadiene rubber and styrene butadiene rubber which buy form Sinopec,PetroChina and other petrochemical enterprises.In recent years,with the slowdown of global economic growth and the rise of trade protectionism,international demand has shrunk.Domestic economic downward pressure has increased,downstream enterprises are facing the pressure of transformation and upgrading,and the demand for synthetic rubber has been greatly reduced.In the context of the surplus supply of synthetic rubber market,market competition has become extremely fierce.Facing the new market situation,the product structure of A Company is unreasonable,pricing mechanism and marketing policy are inflexible,marketing channels are limited,marketing services are insufficient;and other problems begin to appear.Under the situation of internal and external troubles,the sales volume has declined sharply.How to adjust the marketing strategy and get out of the predicament has become an urgent problem for A Company.This paper reviews the domestic and foreign research literature on the marketing of synthetic rubber products,analyzes the macro environment,industry environment and competitive structure of A Company,operation with PEST and Porter's five force model,and combs the marketing status and existing problems of A company's synthetic rubber products.Applying STP theory to subdivide the market of synthetic rubber industry,combining with the situation of A Company,the target market is re selected and repositioned,and a new marketing system is established.On the basis of4 P marketing theory,combined with the current situation and problems of A company's synthetic rubber products marketing,this paper optimizes and perfects the marketing strategy,and puts forward an integrated marketing plan integrating products,prices,channels,promotions and services.And from the organizational structure,personnel quality,performance appraisal and incentive system,financial risk management and control system,marketing culture and other aspects,themarketing system is comprehensively improved to ensure the effective implementation of the new marketing strategy.This paper studies the marketing strategy of A company's synthetic rubber products under the new situation and puts forward the optimization plan,which effectively improves the market competitiveness of A Company,improves the market share,and makes A Company into a one-stop purchasing service provider of synthetic rubber raw materials,so as to realize the maximization of enterprise benefits,which has important practical significance and application value.It is also a chemical supply chain enterprise Adjust the marketing strategy to provide some reference.