Product Strategy Of Rhodia's High-End Nylon Fiber Entering China Low-End Aim Market

Marketing is the key procedure to position the most suitable strategy for surviving company in present fiercer competition. This paper is mainly subjected in the marketing analysis and strategy designed for the nylon product of Rhodia company. The curtain difficult situation like unagreed aim market development, too high quality for aim market's demand, was finally resolved through clear analysis of the marketing process and new theories combined finally made the Rhodia a unique marketing strategy into Chinese aim market. The paper gave three new definitions on the live cycle theory: Live cycle of abstract product; Live cycle of specific product; Live cycle of product in aim market which is the basis of the marketing strategy was finally formulated on. The paper was ended by a series of methodology about marketing practice that concluded from practice facts. This paper was written with the expectation that some viewpoints and marketing theory could be valued by the following people who with the similar job.