Research On The Optimal Design Of Marketing Strategy To The South China Sales Company’s Resins Department

A new round of strategic emerging industry development brought an important opportunity for the petrochemical industry. With the rapid economic growth, the demand for synthetic resins will maintain a high growth rate. This paper set XX Chemical South China Sales Company’s resins department as the case. Based on the Marketing theory, it design a optimal marketing strategy, which will improve the company’s marketing capabilities and have a strong reference value for others.This article is based on the special background of marketing transition in which state-owned enterprises is upgrading, and gives an in-depth and systematic analysis of synthetic resin products’marketing strategy of XX synthetic resin company. The article first reviews the relevant marketing theory, and describes the marketing theory development process, commonly used analytical tools, as well as major marketing strategy theory, to lay a solid theoretical foundation. Then, it carries out a detailed analysis of the XX synthetic resin portion using PEST analysis, five forces competitive model and SWOT analysis method to analyze the macroeconomic environment, industry environment and internal environment. Chapter IV describes the department’s marketing profile and future developments, and analyzes the problems and causes. Chapter V based on the internal and external environment and development status, according to the4Ps marketing mix theory, optimize the design of XX synthetic resin company’s synthetic resin products marketing from the four aspects of the product, price, place and promotion. A reasonable marketing mix strategy is proposed. Finally this article gives a reliable protection of the marketing strategy optimization from the system change, organizational structure optimization and human resource management aspects.Main conclusions are as followings. There are many problems as sales channel instability and simple pricing model. It needs to meet customers’ demand and adapt to the market changes, and optimize its product, channel, price and promotion. Only in this way can it enhance the Department’s marketing capability.