Research On Marketing Strategy Improvement Of Environment-friendly Foaming Agent Products Of SH Company

Since the first generation of foaming agent of CFCs came into being,its serious damage to the ozone layer of the atmosphere has been attached great importance by all countries in the world.And signed the Montreal protocol to limit its production and use and eventually phase it out.In the future,the environment-friendly foaming agent of zero ozone depletion will be the development trend.SH company is the first domestic enterprise to develop and produce environment-friendly foaming agent,its product HFC-245 fa has zero damage to ozone layer and is a green product of environmental protection,which has been gradually recognized by downstream enterprises.However,in recent years,the low price and disorderly competition of many domestic enterprises not only greatly affected the business performance of SH company,but also seriously affected the healthy development of the industry.SH company in this dilemma,its marketing strategy research and breakthrough will be an important and effective means.This paper firstly analyzes the marketing status and existing problems of SH company’s products,and in view of the weakness of the traditional 4P marketing theory in marketing activities against industrial products,then chooses the 4E marketing strategy more suitable for industrial products to study and improve the marketing strategy of SH company’s products.For this purpose,for the marketing environment of the environment-friendly foaming agent,the macro environment is analyzed by PEST model and the industry environment is analyzed by Porter’s five forces model.In addition,SWOT matrix analysis is made on the advantages,disadvantages,opportunities and threats of SH company’s products in the internal and external marketing environment so as to seek a suitable marketing entry point.In this paper,we also make an in-depth study on the STP market positioning theory of SH company’s products.Based on the application industry as the main line,it subdivides the market of SH company’s products from the four dimensions of customer scale,technical strength,competitive route and price acceptance.When selecting the target market,the buyers who tend to have large customer scale,strong technical strength,many high-end products and high price acceptance and need long-term technical services,that is to use the centralized selection strategy.We strive to build SH company into an environment-friendly foaming agent industry leader dedicated to technology innovation to achieve environmentally friendly,energy-efficient and technologically advanced environmental,as well as a responsible and trustworthy enterprise contributing to the realization of green earth.Based on the market positioning research,this paper uses the industrial product 4E marketing mix to construct the product marketing strategy of SH company.The guarantee measures to ensure the smooth implementation of 4E marketing strategy are formulated to promote the healthy and rapid development of the environment-friendly foaming agent market.At present,environment-friendly foaming agent industry is still a growing market,need to be more cultivation and promotion and gradually form a scale.In addition,this study will be of certain reference value to the product marketing of other new foaming agents,and play a part of reference role in the marketing strategy formulation of other chemical industry enterprises.