The Research Of Marketing Strategy For Synthetic Resin Of Ethylene Plant Of TianJin Petrochemical Company

The thesis deeply analyzed such influence factors as the environment andresources that Ethylene plant of TianJin Petrochemical Company(TPCC) is present bymodern marketing theory and enterprise strategic management theory, in combinationwith international and domestic synthetic resin industry present situation anddevelopment trend. It established the plant's target market and defines the futuremarketing combination strategy through market segments and market demand forecastof synthetic resin .The thesis first introduces the world and Chinese synthetic resin industry presentsituation and developing trend, described the present situation of Ethylene plant ofTPCC. Taking advantage of modern marketing theory and enterprise strategicmanagement theory, the article analyzed such macroscopical environments as politicaland law environment, economic environment, social environment, scientific andtechnical environment that the method of PEST is in Ethylene Plant of TPCC, Thearticle also adopt five strength model of Potter to analyze and compare with thecompetitors, suppliers, distributors and potential competitors and substitutes. AdoptSWOT method, the article made further analyses of the strength, weakness,opportunity and threat to the plant. On the basis of the above, taking the example ofarchitectural for market segments, the article predict synthetic resin demand forthe next five years, established goal market of enterprises.In the end, the thesis put forward the marketing combination strategy on price,product,place,promotion and the specific precaution on Ethylene plant of TPCCmarketing policy and control.