Research On Marketing Strategy Of Sulzer MIXPAC Products In China

Along with the deepening of global economic integration,China’s economy is improving in both quality and scale,which has greatly enhanced its competitiveness in the global arena and improved Chinese people’s living standards.Against the background of accelerating scientific progress,the market competition is becoming increasingly fierce,which is manifested by the fast-changing market,uncertain needs,expanding investment and various potential risks.In order to establish themselves in the market,it is very important for enterprises to adapt to the marketing strategy of local market comprehensively,systematically and effectively.Based on the actual situation of Sulzer’s MIXPAC products in the Chinese market,this paper develops a marketing strategy to help Sulzer’s MIXPAC products grow business,increase sales,maintain its market leadership,thus leading the adhesive two-component packaging market.First of all,according to the development trend of China’s adhesive industry and the trend of wide application of new technologies in the future,this paper proposes the need to conduct the research on the application of two-component adhesive packaging and static mixing products.Secondly,the PEST tool is used to analyze the current political,economic and social environment in China,and to conduct macro and micro analysis of the technical environment of the industry as well as SWOT analysis of Sulzer’s MIXPAC products,so as to revise the market positioning of the products.Thirdly,this paper fully diagnoses the marketing problems currently faced by Sulzer’s MIXPAC products,analyzes the causes,such as fierce competition in the industry,high prices,poor management of distributors and sales personnel,low efficiency of internal approval process and other factors that lead to customer loss,and proposes solutions for the problems identified.Finally,the STP theory is applied to develop marketing mix strategies for the re-segmentation of Sulzer’s MIXPAC products,the selection of target customers and the market positioning of the products.By determining the market positioning of its products,Sulzer can maximize its resources to win more market shares.The perfect marketing strategy must be supported by the company’s relevant safeguard measures.The strategy can not only solve the marketing problems currently faced by Sulzer’s MIXPAC products,but also help Sulzer make a comprehensive diagnosis of MIXPAC products and take targeted measures.The marketing strategy,which is systematically developed according to its theoretical,logical and practical properties,aims to solve the problems of Sulzer’s MIXPAC products and provide reference for more supporting enterprises in the industry.