Study Of The Catalytic Industry Marketing And Transaction Costs

The margin quality and market particularity of catalysts industrydecided the proposing of several key questions in its marketing domain: thechoice of market transactions and the longitudinal integrations of threeaspects: the market entering, individual sales promotion and circulation andthe industry purchasing. This paper takes the example of the mostrepresentative automobile three way catalysts(converter) industry and thepetroleum chemical catalysts industry, to analyze the explanation.In the discussion of the marketing of the catalysts industry, thetransaction cost economics(TCE) can provide many useful organizationalresearch techniques, especially in the abovementioned three foundationalmarketing subjects: the market entering, individual sales promotion andcirculation and the industry purchasing. This paper provides very importantsupport function in the marketing analysis using specific assets, uncertaintyand the opportunism and so on. Among them, the transaction cost curveanalysis chart application clarifies many selective questions in marketing;Intransaction cost economics, " unit of analysis issue " links the functionsubdivision of merchant function and "make or buy" question, simplifyingthe solution of related questions.Using the analysis of transaction cost economics, this paper hasclearly analyzed and solved the problem of purchasing and circulationintegration of three way catalysts producers. Through the analysis of themarketing personnel wage structure of the three way catalyst converterafter-markets, it determined the proportion of the variable and fixed parts ofwages of different personnel positions, and affirmed the cooperationapproach of the entering overseas market. Moreover, in the petroleumchemical catalysis industry, it defined the market entering and carrierpurchasing which is concerned by enterprises, and affirmed the importanceof the cooperation method of domestic and international market entering,and indicated the advantage of catalyst producers purchasing fromspecialized carrier suppliers. These all manifested the practice effect and thesignificance brought by the application of transaction cost analysis inmarketing.It is a development and transformation of the transaction costeconomics that the transaction cost analysis is introduced to the realdiagnosis research of the marketing domain. It realized the marvelous blendwith other marketing tools;hence it provides the concise analysis andinstruction basis for the solution of the complex questions of a specialindustry.