Study On Marketing Strategy Of Green Fibre In China

With the rapid development of refractory material and heat insulation materials, all of these fibers are widely used in machinery, metallurgy, chemical, petroleum, ceramics, glass and electronic industries. People pay more and more attention to health and environment effects by these relevant fibre products. Meanwhile, the European Union issued regulations to restrict using refractory ceramic fiber (RCF), the market user began to look for alternative products to RCF. Therefore, the low bio-persistence fibre with the owned brand SW was rolled out by MC Company to meet the market demand. However, in Chinese market, people don’t know enough about the green fibre and government didn’t issue any RCF restricted regulation until now. Under this situation, which would be the target market for green fibre of MC Company, and how to set their marketing strategy to promote their low bio-persistence fibre--SW? Based on this background, I use questionnaire analysis to identify target market and to analyze the marketing strategy that MC Company is using.My thesis is divided to seven chapters. The first part is the general introduction for background, purpose and meaning. In this part I set up the studying route, content and methods. The second part is the relevant documents and theories introduction. The third part, I introduce the current sales and marketing situation of green fibre first, then use PEST and Michael Porter’s Five Forces Model to analyze the external marketing environment of green fibre. The fourth part is MC Company and SW products brief introduction, analyze the current sales and marketing situation of SW fibre, and do the SWOT analysis as conclude. The fifth part, I analyze the SW fibre related market through the questionnaire study and position the target market. The sixth part includes the customer behavioral analysis, then introduce the marketing strategy and tactics used by MC Company. The last part is the whole thesis conclusion, and point out the roundedness and further studies prospect of this study.