Investigation Of Objective Market Marketing Project Of Viscose Rayon Filament Yarn Of Jilin Chemical Fiber Co., Ltd.

With the final success of china's entry to the WTO, the market competition becomes more and more fierce and full of challenges. In the new century, enterprises are confronter with a lot of new issues, the fundamental one of which is how to fully understand the demands of the customers ahd to produce the most market-oriented products in order to survive and develop further in the fierce market competition. Therefore, a detailed market survey is essential and vitally important.This paper is based on the context of profound transformation of the global chemical fiber industry and the rapid development of our national chemical fiber industry and it macroscopically studies the current economic situation of the whole world and china, throws light on the competitiveness of Chinese chemical fiber industry, systematically analyzes the circumstances of competition in chemical fiber industry in details and ultimately concludes that the industry of viscose rayon is promising . For the enterprises of viscose rayon bussiness, they should take the precious opportunity to consolidate their dominant market status.SWOT is used in this paper to analyze the internal and external situations of the company. detailde research and survey on the current marketing status are made by the theory of market subdivision, target market and market orientation. Combined with personal experience ,an integrated marketing project is made, including product design, technology support, customer service , marketing channels and price strategy.