Liaoyang Petrochemical Polyester Short Wire Product Marketing Strategy Research

Ranking first in the amount of imported fiber and materials, polyester fiber is a kind of chemical fiber which boasts the largest yield and widest application in chemical fiber industry in China, however with the biggest comprehensive disparity and weakest competition. Though leading the world in the output of polyester fiber at present, China is very weak in the production due to its less developed technology. Hence, it's very urgent for the domestic enterprises to establish and perfect a set of marketing strategy which can meet the market competitor as well as benefit the enterprises' long-term development In this way can the operation of the enterprises be directed well and the ability of meeting a flexible and competitive market be increased.In this article, facing the challenge that globalization brought to the petrochemcial enterprises, the author makes a case research combining the present situation of LiaoYang Petrochemical Co.(LYPC) by means of studying many literatures. In order to obtain the up-to-date datas, the author uses some methods such as statistics, comparative analysis and the-same-business discussion as well as technical ways like information exchanging. Aiming at the major problems in the staple fibre marketing of LYPC, the author makes the analysis and forecast of the supply and demand of staple fibre products home and abroad. The author studies the tendency of market competition and the main competitors, making the in-depth analysis of the enterprises' internal conditions. Finally the strategies of target market choice and product orientation of staple fibre marketing of LYPC are worked out as well as the strategies such as product, price, promotion and sales channel etc., the above of which are expected to be for reference on the enterprise's operation strategy to a certain extentThus the conclusions are made as follows on the marketing strategy of LYPC staple fibre: (1) Product Strategy : The strategies of product differentiation and combination are worked out and the 3-party combined operation pattern with downstream intermediate dealer and textile plant is put forward creatively. (2) Price Strategy : The methods such as flexible pricing, discount, sales commission and regional pricing are raised according to the product quality and region. (3) Promotion strategy : The strategies such as media communication and salesman direct promotion are raised. In addition, the foresighted suggestions are made on co-operative marketing and network public relations etc. (4) Sales Channel Strategy: The more practical methods are put forward in view of perfecting the present sales channel and network , establishing effective customer relation managing system, as well as implementing the marketing on the Internet...