The Research On Marketing Strategy For Swan Group Viscose Filament

The thesis deeply analyzed such influence factors as the environment andresources that Baoding Swan Group is present by modern marketing theory andenterprise strategic management theory, in combination with international anddomestic viscose filament industry present situation and development trend. Itestablished the group's target market and defines the future marketing combinationstrategy through market segments and market demand forecast of viscose filament .The thesis has first introduced the Baoding Swan Group of marketing strategyimportantment, described the present situation on Baoding Swan Group. Takingadvantage of modern marketing theory and enterprise strategic management theory,the text analyzed such macroscopical environments as political and law environment,economic environment, social environment, scientific and technical environment thatthe method of PEST is in Baoding Swan Group, also it adopt five strength model ofPotter to analyze and compare with the competitors, suppliers, distributors andpotential competitors and substitutes. Adopt SWOT method, the text made furtheranalyses of the strength, weakness, opportunity and threat to the company. On thebase of the above, taking the example of architectural for market segments, the textset up the prediction model of China viscose filament by using the operationresearch theory, and predict the viscose filament demand for the next four years,established goal market of enterprises.In the end, the text put forward the marketing combination strategy on price,product,place,promotion and the specific precaution on Baoding Swan Groupmarketing policy and control.