Marketing Strategy Research On Chinese Refractory Products' Market

Chinese refractory industry has been established since the late 1950s, and after a rapid developing period of nearly sixty years, it has become a complete industrial system. In recent years, Chinese refractory market has a growing number of enterprises. With more international large refractory enterprises coming to compete in Chinese refractory market, the competition is becoming increasingly fierce. It becomes a challenge for many firms to make a successful marketing plan and gain competitive advantage in Chinese refractory market. This article does an objective analysis of the status and market environment of the Chinese refractory industry and analyzes the Chinese refractory products'market concretely according to the STP theory and the industry market segmentation theory. By analyzing the market segmentation basis, market segments evaluation, target market selection and target marketing strategy, this article aims to provide the decision support for enterprises who intend to participate in the Chinese refractory market.The article mainly includes 3 parts. The first part includes Chapter 2, 3 and 4. It states the theory and puts the Chinese refractory market as research object ,shows the feature of Chinese refractory market by analyzing the industrial and market environment systematically, and then makes the conclusion that enterprises should pay attention to marketing strategy in order to gain competitive advantage in the fierce competition of Chinese refractory market. The second part is the Chapter 5. Using the STP theory and the industrial market subdivision model theory, the article explains the market segmentation basis and expatiates on the target market evaluation, market coverage strategy selection and market orientation strategy in Chinese refractory market combined with its exclusive feature. The third part is the chapter 6 and does an empirical study on the marketing strategy of TR CO., a new entrant to Chinese refractory market.The refractory market is a professional market. Therefore, the author tries to analyze the Chinese refractory market from the view of industry marketing and hopes to provide scientific basis and support for the enterprises who intend to participate in the Chinese refractory market.