Yangzi Petrochemical Company Of Petroleum Coke Product Marketing Strategy

Petroleum coke is a byproduct of petrochemical industry in China; its marketing mode, however, remains what it was under the planned economy. As it being a type of byproduct, normally its quality is not taken serious consideration of by petrochemical enterprises, which gives rise to the many problems currently existing in the petroleum coke industry. The problems, generally including disorderly industrial operations and disproportional flow of regional resources, are caused mainly by lack of marketing policies among petroleum coke manufacturers. Yangzi Petrochemical Co., Ltd., 2nd largest manufacturer of petroleum cokes in China, is no exception in this aspect, too. The current situation is caused by two reasons. 1) Establishment of free marketing among the petroleum coke industry is still in its inception stage, which means the unavailability of operational industrial criteria and systematic optimizations of domestic resources; 2) absence of marketing concepts of Yangzi Petrochemical in the manufacture of petroleum cokes, which leads to the passive situation of current marketing.In allusion to the aforementioned problems, this paper mainly deals with the following four aspects. 1) Introduction of the tremendous changes of interior and exterior environments and challenges of opportunities faced by the petrochemical industry; 2) analyses and predictions of downstream industries, according to the fundamental situation of the current petroleum coke market; 3) pertinent analyses of the current marketing situation of petroleum cokes manufactured by Yangzi Petrochemical; 4) identification of target markets through market subdivision, product orientation, establishment of price policies, optimization of marketing channels, upbuilding of service awareness, and planning of scientific and reasonable systems of service management, on the basis of product features of Yangzi Petrochemical, in the order that these measures will help achieve more stable and price-competitive production of petroleum cokes from Yangzi Petrochemical, while ensuring high client satisfaction at the same time, thus to help increase corporate income and strengthen corporate competitive power and build up a better corporate image.