Study On HDPE Marketing Strategy Of Sinopec South China Co.

Selecting a representative petrochemical product in the high-density polyethylene (HDPE) as the object of study, this essay has a deep study in its current marketing circumstances, resources and other related factors in Sinopec Chemical Sales Branch of South China(the Branch), combining with studying its domestic situation and development trend of HDPE industry with modern marketing theory. The essay tries to refine and adjust marketing strategies for HDPE under the guidance of the unified marketing strategy of the Branch through the marketing supply and demand analysis, consumptional structure analysis, competitor analysis, and strengths and weaknesses analysis of the Branch.The essay firstly describes the characteristics of HDPE product, the importance of implementing HDPE product marketing strategies in the Branch and its current marketing situation in South China. Then in modern marketing theory, the essay tries to analyze the external conditional factors that the Branch is facing, including related political condition, economic condition, social condition and scientific and technologic condition as well as its internal conditional factors, including its sales structure, logistics status, customer structure, products structure, etc. The essay also analyses the strengths and weaknesses of the Branch, opportunities and threats faced, using the analysis technology of SWOT. On the basis above, the essay tries to put forward some strategies of refinement and adjustment for sailing products, prices, channel and promotion and marketing, as well as some specific measures of implementation and controlling the strategies under the guidance of the unified marketing strategy of HDPE for target markets in South China and makes its contribution.