Analysis And Improvement On Marketing Strategy Of Lanzhou Petrochemical AA&AE

Since2012, production capacity of AA and AE industry increases explosively in China, domestic manufacturers started to deeply research how to keep competition advantage in the future crueler market competition, and already adopted a series of countermeasures, the only option for Lanzhou Petrochemical is to keep up with this development and positively adjust and improve the marketing strategy of AA&AE product, so as to take a share in the future market.This paper introduces marketing and the relevant theory, by the systematic analysis on the current marketing condition of Lanzhou Petrochemical AA and AE product, client satisfaction survey and the reason of the existing problems, combined with the comprehensive research on the supply and demand of AA&AE in international and domestic market, competitors and regional market, marketing data of enterprises, using market segmentation theory and Porter competition model, makes clear the market competition situation and the marketing challenges to Lanzhou petrochemical AA and AE product. Using SWOT analysis on the basis of4Ps、4R marketing theory combined with marketing practice of Lanzhou Petrochemical AA and AE product, targeting the balance of production and sales in low inventory, puts forward the measures to improve the marketing mix strategy and marketing organization structure strategy which covers the market targeting and market positioning, channel maintenance, client management, price strategy as well as brand construction of Lanzhou Petrochemical AA&AE product. To implement and control the marketing strategy improvement of Lanzhou Petrochemical AA&AE product by introducing PDCA circulatory management, and setting KPI, etc. Make profit and satisfy the clients’ demand by stable supply on the basis of mutual benefit. Realize the transformation from the selling model which based on dealing to long term cooperation model which based on brand by measure of enterprise brand building. Transfer the brand value by brand promise, to create the clients’ loyalty to the enterprise, and to achieve a harmonious consistency on benefit between enterprise and clients by the strategic cooperation of "assisting clients to realize their wish"The paper is purposed to research how to determine the target market, improve the marketing mix strategy and the organization structure strategy to fit the feature of the enterprise and the product, and adopt differential marketing under the instruction of the advanced marketing theory, when AA and AE product life cycle comes to post-maturation stage, even decline stage, and offer referential support for the future marketing decision of Lanzhou Petrochemical AA and AE product.