The Research On The Marketing Strategy Of Xinjiang Zhongtai Chemical PVC Products

China PVC market had experienced a period of rapid growth during the boom, but in recent years, due to the lower PVC market influenced by the environment, the demand growth rate continued to decline, while the capacity is growing. After several years of development, the supply of PVC products in China has been far greater than demand. Due to the unbalanced development of PVC industry, in recent years the growth rate of PVC industry has been slowing down, according to industry specialists predicting, that 2015 is still more difficult painful process of PVC industry experienced "reshuffle", how the chemical industry enterprises in the fierce market competition develop stably needs to solve, so the formulation and adjustment PVC marketing strategy of chemical enterprises is becoming more and more important,right now.As one of the leading enterprises producing PVC products,Xinjiang Zhongtai Chemical needs to adapt to the increasingly sluggish market environment, obtain and maintain the competitive advantage of enterprises, it is necessary to establish its own marketing strategy. The analysis of marketing situation of Zhongtai Chemical through this, find the problems existing in the company, Then analyze the internal and external marketing environment of the PVC products, summed up the advantages, disadvantages and facing opportunities and threats of the company through using the EFE, IFE matrix, and analyze quantitatively the Zhongtai Chemical Marketing competition situation, then choose the suitable marketing strategy of Zhongtai Chemical PVC products by combining chemicals marketing theory.The study has certain theoretical significance of Reducing market pressure and further developing chemicals market for zhongtai Chemical PVC, which have played a certain reference in marketing and adjusting strategy of other chemicals enterprises.