Design Strategy Of Non - Ionic Surfactant Product Marketing Strategy Of BYC Company

BYC Company is a very young petrochemical company, which was built up in2000and started commerce operation in2005. In its6-years marketing operation, BYC Company has achieved outstanding outcomes-not only in economy field but also in management system, management concept, safety and environment and social responsibility, etc. In line with its sustainable development concept, BYC Company has built up a new plant to produce non-ironic surfactant product, which will be in commerce operation in the end of2011. Non-ironic surfactant is widely used in industry and agriculture production, and is named as monosodium glutamate for its multi-application. It has very excellent performance in washing, decentralization, humidification, solubilization, emulsification, foaming, defoaming, infiltration, antistaticization, lubrication sterilization, etc.In China, the gap between the demand and name operating capacity of non-ironic surfactant is small, but the technology is far behind the requirement and quality of the product can not meet the market requirement. At the mean time, the abusing use of non-ironic surfactant and the low quality non-ironic surfactant will lead to environment pollution, especially the water pollution. After a serious of water pollution incidents, e.g. Cyanobacteria explosion in Taihu and Dian Lake, China government has set up more strict regulations on the use of surfactant product. Based on the two reasons mentioned above, a great number of quantities of non-ironic surfactant product still rely on import. The non-ironic surfactant product of BYC will meet not only the demand of the market, but also the requirement of environment protection.Combining the theory with practice and based on the specialty of business to business marketing, the paper begins with the analysis of micro environment, business field and competitors, integrates the features of BYC product and resources and capability, and ends up with the marketing choice and practical marketing tactics. The purpose of this paper is aiming to provide reference to the marketing of BYC non-ironic product, to catch the opportunity and avoid risk in external and internal environment and to achieve economic and social benefits, and finally to make a good foundation for the sustainable development of BYC Company.