Study. The Jinan Zhenghao Chemical Fiber Marketing Strategy

The paper' s research field is marketing stractegy which belongs to the enterprise function stractegic system. It is my objective to find the problems by studying the marketing strategic of Jinan Zhenghao Advanced Fiber Co., Ltd., and to use the knowledge I learned to give some suggestion on marketing strategy. So I can do my endeavor for the development of our corporation, then enrich the theory research of enterprise tactic.Synthetic analysis method of investigation results was adopted in the paper,, By analyzing external circumstances and internal factors of the marketing of Jinan Zhenghao, I find out the threat caused by excess competition and lower profits of textile industry, the opportunity of rising demand brought by the increasing population and GDP, the superiority lies in integral management and product quality and technology innovation, as well as the inferiority exists in marketing system and finance affairs. Using the SWOT method to analyze them synthetically, I put forward the thoughts of strategic marketing and strategic target-make Jinan Zhaohao the second largest chemical fiber supplier and a famous enterprise with new chemical fiber material. The enterprise strategic programming had been drawn, and the method which can be measured or control 1 ed had been put forward. At last, I make a prospect about the development of the enterprise marketing.The paper is organized by several parts as follows: Firstly is preface. Secondly is the analysis of external circumstance; Thirdly is the analysis of internal factor; Fourthly is the analysis of SWOT; Fifthly is decision-making of marketing tactic; Sixthly is how to put the marketing strategic into practice and to control them; Seventhly are some problems and prospects.