Study Of Marketing Strategy For Pe And Pp Products Of Tucc

Marketing is one of the most important subjects in management of modern enterprises. The correct marketing strategy is very important for the business running of an enterprise. This article aims at systematic study of marketing strategy for middle and small sized petrochemical plant like Tianjin Ethylene Plant. Starting from analyzing current situation of global ethylene and polyolefin market, this article takes market investigation and analysis as cut-in point, studies the supply and consumption of global market and its influence to Chinese petrochemical industry. Further more, the article analyzes domestic ethylene and polyolefin market in detail, including the current situation of polyethylene and polypropylene market, and forecasts the requirements of domestic polyolefin. After analyzing the international and domestic market, the article analyzes the outer and inner marketing environment of Tianjin Ethylene Plant, including economic and competitive environment, and indicates the opportunities and challenges that Tianjin Ethylene Plant faces, based on SWOT analysis, and points that Tianjin Ethylene Plant must improve its enterprise core competence in order to win its survival and development. By market segmentation of polyethylene and polypropylene, the article studies the selection of target market and positionging of Tianjin Ethylene Plant polyethylene and polypropylene products. Progressively, the article analyses the character of Tianjin Ethylene Plant for products, price, sales promotion, and sales channel, and puts forward the marketing strategy that fits the actual situation and has special character of Tianjin Ethylene Plant. In the end, the article discusses the execution and control of this strategy. There are three innovative viewpoints in this article:(1)Based on the variability of international and domestic ethylene and synthetic resin markets, the article analyzes again the current situation of global and Chinese ethylene and synthetic resin markets in detail. Then, the article makes the analysis of development orientation of polyethylene and polypropylene products. (2)By analyzing the changing outer and inner marketing environment of Tianjin Ethylene Plant, the article diagnoses exactly the problems existing in Tianjin Ethylene Plant using SWOT analysis. This enriches the marketing strategy of Tianjin Ethylene Plant and makes the strategy more practicable and perfect.(3)This article not only puts forward the marketing strategy that fits the actual situation of Tianjin Ethylene Plant, but also gives the effective measures to control the execution of the strategy. These measures will put the marketing management into effect and ensure reaching the marketing goals successfully.