The Analysis Of The Marketing Scheme About X Diesel Oil Additive

This paper carries on the analysis to the feasibility of X diesel oil additive, and makes a marketing scheme about X diesel oil additive under the premise that the analysis result indicated that the product may put in the market. Along with the development of our country market economy, the consumer's demands turn to multiple and the variable, the product itself is restricted by the market life cycle, as well as the technological innovation and update cycle accelerate, so the new product development receives the universal recognition of enterprise. However, more and more new product developments haven't achieved the anticipated effect or came to an end directly. Its reason is investigated that the highly effective feasible marketing scheme is not used after the product design. The enterprise carries on a series of maketing management to seizes and grasps market, and a very essential spot is that the accurate marketing scheme is made after enough analysis of new product's feasibility. Only then like this, the new product can be prepared fully and developped successfully.Feasibility analysis includes technical feasibility analysis, market feasibility analysis and economical feasibility analysis. The technical feasibility analysis includes the physical property test, the capacity load velocity characteristic experiment, the drive experiment, the existing product performance analysis, the overall performance contrast between X diesel oil additive and ordinary diesel oil, the driving fuel consumption comparison between conventional method and X diesel oil and the statement of product superiority. The market feasibility analysis includes the market research, the market environment analysis by SWOT, the market opportunity analysis, the target market analysis, the market localization analysis, the goal customer analysis, the forecasting of goal sales volume by the weighted averages market forecast method, the forecasting of product price by cost addition fixed price method, the competitive power and the market risk analysis. The economical feasibility analysis includes that the economic efficiency evaluating indicator system of X diesel oil additive is established , analyzed and appraised by the analytic hierarchy process (AHP) and the fuzzy judgment method.The result of three aspects feasibility analysis is synthesized: X diesel oil additive has absolute technology superiority compared with the similar products, certain competitive power in the market, and may create the considerable economic efficiency. All of these are showed that X diesel oil additive could be put into the market. Under the premise, the specific marketing scheme is made on the foundation of those are detailed analyzed and determined, and those are the marketing objective, the product strategy, the price strategy, the marketing channel and the promotion strategy of X diesel oil additive. And of those are cleared, and those are goals, faces, core competencies, active subject, marketing object and activeopportunity of marketing activity.