Countermeature And Research Of Marketing Transformation Of Company J

In recent years, Chinese chemical industry maintained a sustained and rapid development. As a branch of chemical industry "three acid two alkali", KOH industry is undergoing a more rapid speed on technological innovation, and the old production process is gradually replaced by new technology. Especially after the global financial crisis, KOH industry ushered in a comprehensive upgrading and transformation. Along with the enter of new capacity, the recombination of the whole industry is also accelerated, and the competition between companies also became white-hot. Under the new policy environment and market situation, the study on the transformation of some KOH enterprises marketing has a very important significance.The study introduced the internal environment of J company from its marketing development, the characteristics after the company enter into waiting period, the influence of policy and so on. Furthermore, the study has analyzed some external environment factors, such as the current marketing situation, the situation of industry and the competitors. Meanwhile it analyses the marketing situation of J company through SWOT model, and combined the actual situation of company’s shut-down, thereby find out the problem and reason. The study also applied4CS theory,4PS theory and industry chain theory to provide the suitable plan and improve plan on J company marketing. There are two research conclusions:first, hold the current marketing opportunity, shorten the time of transportation and move, utilize the advertisement, reduce the wastage of invisible assets; Second, break the old extensive management mode, commence on marketing mode, marketing channels, marketing process,industry chain and so on, and pay attention to every detail, then guide the company’s transportation. The research findings are based on the company’s transportation upon KOH industry, so it is useful for other company’s transportation.