Study Of Marketing Strategy For Polypropylene Products Of Sinopec-Jinan Branch

The marketing is an important subject in the modern business administration, anda correct marketing tactics is also meaningful for an enterprise` management anddevelopment. In order to improve the marketing level, there were more exhaustivestudying of "Polypropylene products` marketing strategy of Chinese PetrochemicalIndustry Co., Ltd.--Jinan Branch" in this thesis. The thesis is started with analysis ofpetrochemical industry market and polypropylene market domestic and internationalof the world, and studied the state between supply and demand, development trend ofpolypropylene market in our country, and combined the internal and externalcircumstance of enterprise's marketing, and also analysed the advantage and inferiorposition, opportunity and challenge which is based on SWOT principle .On the basisof subdivided to domestic polypropylene market and studied the chosen ofpolypropylene products goal market and orientation for Jinan Branch, we broughtforward a suitable marketing strategy as well as the implementation and controllingfor Jinan Branch.The thesis brought forward seven innovational points, which were according tothe knowledge in MBA and the working practices for many years.1.Studying and judging the situation of domestic polypropylene market which isstood like the legs of a tripod;2. Division and defining of intermediate trader's market;3. Related effect of the products selling;4.Pattern and the editor of characters on the wrapping bag;5.The argumentation of " avoiding horse-racing in the field ";6.Salesmanship of " Reverse direction of inducement ";7.Performance assessing of salesmen by " Base formula ".Based on the thesis, in order to survive and develop in the fierce marketcompetition, Jinan Branch must set up the management concept of modern enterprises,along with improve the core competitive power both in management system andproducts marketing.