Study On Marketing Strategy Of LAN Zhou Petrochemical Catalysts Factory

The Catalytic Cracking Catalyst is a very important material in the refining and chemical industry, which is widely applied in the oil refining industry and so on. With the rapid development of economy, the oil refinery and chemical industry have been already on the way to recovery. The prospect of catalytic cracking catalyst is cheerful, however, because of the international and domestic constriction, it will confront many unavoidable complications and hardships.The CNPC encountered many difficulties in recent years, especially from adverse effects brought about by entry to WTO and spread of the financial crisis. The Catalyst Factory of Lanzhou Petrochemical Company as the only one enterprise producing catalytic cracking catalyst in CNPC, will confront complicated and volatile market environment. In order to accommodate to the new market circumstances, the first priority is to work out a marketing strategy suitable for the development.The thesis is based on the modern marketing theories by utilizing the relative principles and methods include environmental analysis, market analysis, SWOT Matrix Analysis and market combination strategy. First of all, this thesis analyzes the market present situation and problems, illustrates the general status of the product and marketing, moreover, analyzes some problems occurring in the operation. Secondly, this thesis does the internal and exterior environmental analysis by utilizing the SWOT Matrix Analysis. Thirdly, it puts forward some suggestions about choosing and predicting market combination strategy for the FCC Catalyst. Finally, this thesis brings forward operative advices for the market strategy put forward. Through the integrated operation to balance the development, gradually improve the integral level of the Catalyst Factory of Lanzhou Petrochemical Company, intensify market competition and influence and strengthen the predominance in the market competition, which can ensure the Catalyst Factory of Lanzhou Petrochemical Company to be a continuous, stable, good developing enterprise.