Marketing Management Of Hengwei Chemical Co. Ltd., Panzhihua

Black power, one of the famous four inventions in our country, is the earlist industrial explosive. Nowadays with the development of our society and technology., the properties of industrial explosive are more credible and the cost of it is more cheaper. AN explosive and Emulsion explosive are two main industrial explosives. HengWei chemical Co.Ltd. is a enterprise that manufactures industrial explosives, such as AN explosive and Emulsion explosive .Although the business of HengWei chemical Co.Ltd. promoted as the development of the West Regions is going on ,the problems of marketing management kept recurring .Consequently ,to solve these problems , it is necessary to establish a set of marketing management that not only adopts modern industry ,but also suits the properties of industrial explosive. This paper falls into four chapters,the first second chapters individually introduce the development of industrial explosives, the basic facts of the wide explosive industry in china and in Si Chuan province and the basic states of HengWei chemical Co.Ltd. The next two chapters are the emphases. In chapter3, marketing management of Hengwei is analysed from 4Ps and SWOT and the problems are found out .In chapter4,according to the problems we found ,a new Marketing Management system that adopts the modern industry is set up .This system is set up from following facets : the foundation of marketing organization and marketing information system ,marketing research, trade analysis , the analysis of competitors , customer analysis, market segmentation demand forecasting of market ,the choice of target market, the choice of marketing location strategy ,the choice of product strategy; the choice of pricing strategy channel management , promotion management ,customer management and so on . If Hengwei would operate the company with it,The company will have a good future coming.