Research On Marketing Strategy Of Intermediate Products Of HW Chemical Company

As the basic industry of national industry,chemical industry has a wide range of products.The development of dye and pigment industry is based on intermediate products.After entering the 21 st century,the rapid development of China’s dye and pigment industry is mainly due to the continuous improvement of intermediate product production technology,the continuous progress of product quality,the continuous expansion of product capacity and the continuous production of new varieties.Nevertheless,with the intensification of market competition in the chemical industry,in order to expand operation,chemical enterprises have some problems,such as shortage of funds,lack of overall profitability,decline of risk resistance and so on.Therefore,chemical enterprises must pay more attention to marketing and formulate marketing strategies according to their own development characteristics,so as to improve the marketing level and economic benefits of enterprises.Taking HW chemical company as the case study object,starting from the 4P marketing theory,this paper points out the company’s current marketing strategy and the specific problems existing in it.Then it analyzes the external macro environment and competition environment of intermediate products of HW chemical company,and then points out the advantages and disadvantages,opportunities and challenges faced by the marketing of intermediate products of HW chemical company.From the four aspects of product strategy,price strategy,channel strategy and promotion strategy,formulate the marketing strategy suitable for the development of intermediate products of HW chemical company,and formulate the safeguard measures for the implementation of intermediate products marketing strategy of HW chemical company from the four aspects of improving the company’s organizational structure,improving the quality of marketing team,improving the level of marketing activities and improving the marketing incentive mechanism.The main conclusions of this study are as follows: the problems existing in the marketing of intermediate products of HW chemical company mainly include serious product homogenization,unreasonable pricing mechanism,poor management of external channels and too single form of promotion.HW company should mainly adopt SO strategy,continue to maintain and give full play to its advantages in technology,innovation and quality,and consolidate its market position;Make use of advantages,grasp industry opportunities and realize rapid development;Integrate advantageous resources,cultivate core competitiveness,establish brand awareness,and strive for sustainable and stable development in the industry.Four aspects of intermediate marketing strategy optimization of HW company are determined:stabilizing quality,clarifying positioning,improving supporting service level and building brand influence;Improve pricing ability,flexible pricing,reduce costs and improve profit level;Improve market operation space,establish and standardize multi-channel marketing network,and improve channel sales enthusiasm and loyalty;Seize the opportunity of promotion and promote flexibly.Finally,it puts forward suggestions and measures for the company’s organizational structure,management system,marketing team and marketing talent training system supported by the marketing of intermediate products,so as to ensure the more smooth implementation of the optimization of marketing strategy and make HW company bigger and stronger in the fierce market competition.The research of this paper is of great significance for the marketing strategies of intermediate products of HW chemical company.In the increasingly strict social and political environment and the market pressure environment of intensified competition,the research of this paper is also of vital importance for HW chemical company to face the current crisis,avoid risks,and seize the opportunity to ensure the sustainable development.