Study On The Silicone Rubber Marketing Strategy Of M Corporation

M Corporation is the integration of silicone middle-sized and Multinational Corporation, and is one of silicone rubber technology leaders in China. Nowadays, the capacity of silicone rubber seriously excess demand, the tendency of products is leading to homogenization and fierce competition in the market, which leads to the company is facing more and more opportunities and challenges. Meantime the product mix is not good, product differentiation is not distinct as well, capability of distribution channel is weak and brand awareness is not recognized well, which are becoming obstacles for its further development. Therefore, the most important issue confronting M Corporation is to take advantages, grasp opportunities and overcome weaknesses, in order to make the correct marketing strategy for future sale and marketing work.This thesis employs PEST model to analyze the macro-environment of M Corporation, and then give a thorough portrait of opportunities and challenges it is facing through Porter's model of'Five Power'.Following a comprehensive internal environment analysis on market situation and marketing mix, Summarizing the strengths, weaknesses, opportunities and threats through SWOT analysis, Based on the above analysis, this thesis continue to segment markets through marketing segmentation theory to choose the target market and marketing positioning in several parameters, such as market scale, growth potential, profitability etc., which is helpful to develop the following differentiated marketing strategy.The thesis focus on study on differentiated marketing strategy, it concludes in several aspects, such as brand, product, price, place and promotion in different refined markets, all marketing job should base on customer's value-oriented, realized though optimizing product mix, increasing brand awareness, deploying different methods of pricing strategy, enhancing distribution efficiency, integrating marketing communication and promotion. It is important to for the marketing jobs to establish a good relationship with customers to improve customer value,This thesis mainly base on the real background of M Corporation, it applied marketing theory into practice and it is expected to give help and reference for silicone rubber industry and relative makers like M Corporation in marketing strategy research and implementation.