The Research Of Marketing Pattern Of CPNC's Nitrilon Product

After China's entry into WTO, the domestic demand of acrylic has increased greatly because of the rapid development of economy. As one of the strongest countries in the textile industry, China is the largest consumer of acrylic in the world, the consuming amount as much as 37 percent of the world's total need of acrylic. However, the demand of acrylic has once exceeded the supply in the market, due to the shortage of cotton supply and changes happened in the markets of Western Europe and USA. In recent years, the new environment-friendly technology of acrylic production has been developed, which also provided the foundation for the sustainable development of acrylic industry. According to the estimation of some experts, during the period of 2007-2010, the domestic demand of acrylic is going to increase by the annual rate of 3.3 percent. Additionally, the average consumption of acrylic for each person will increase from 1.68 kg in 1998 to 2.6 kg in 2010, annually. However, there are still numbers of drawbacks existing in the acrylic industry which we cannot ignore, such as the less advanced production technology and the backward management pattern. Compared to countries with developed acrylic production technology, these problems caused huge gaps in labor productivity in acrylic production. In addition, the ways of marketing which acrylic production organizations used in the past are also challenged. Given the condition that little research has been done in this area in China, this research work emphasizes on marketing pattern applied in Northeast Chemical Industry Sales Company Of China, which will make important contribution to the development of acrylic production technology and innovation of marketing pattern of acrylic products.The main aim of this work is to analyze the current marketing situation of acrylic products in China, while using the Northeast Chemical Industry Sales Company of China as a case study. In this work, some basic principles of marketing management were used to analyze the marketing pattern, applied in the Northeast Chemical Industry Sales Company of China. After the general introduction of Northeast Chemical Industry Sales Company of China, Michael Porter's Five Forces Model was used to analyze the competing powers within the organization. Moreover, a new marketing pattern was suggested in a prescriptive way, based on the diagnosis of current marketing pattern of acrylic products in the Northeast Chemical Industry Sales Company of China. Finally, some methods were suggested to maintain the development process of new marketing pattern.