The Social Media Marketing Research Of EG In Sinopec Fujian Oil Products Company

In recent years, social media is widely accepted. Examples are often seen in which foreign and domestic enterprises use social media for successful marketing. The individual involvement, accurate positioning of target groups and attention to communication and interaction are the characteristics of social media marketing which contribute to narrowing the gap between enterprises and the target customers and constantly striving for more high quality customers.Ethylene Glycol (EG) is an important organic chemical raw material, which is mainly used in polyester fiber industry. With the steady growth of China's economy and the introduction of related policies, the domestic polyester chemical fiber industry is developing rapidly. The result is the rising market demand in ethylene glycol. Although the global ethylene glycol has excess capacity, the production in China is still insufficient where it largely depends on importation. The greatest demand of ethylene glycol is in Fujian Province, which has highly-developed chemical fiber clothing industry.As Sinopec's branch in Fujian, the main business of Fujian Oil Company is chemical selling and oil pipeline management, which is formed after several reforming and restructuring. In the chemical products market management, the commodity value is high. Customer expectation lies in not only the product itself but also the service, the commodity brand, the company's facilities and other aspects. Therefore the innovation of marketing mode combined with the convenient service is an important direction of chemical enterprises in order to obtain the competitive advantage in the market of the future. We have seen the tremendous business potential in ethylene glycol market, and constantly expand the cooperation with the Sinopec chemical sales in East China branch. Ethylene glycol is used as a flagship species in marketing. Because of the delayed marketing, plus the weakness of marketing power, the company in the market share was at a disadvantage. How to effectively show the brand advantage, highlight the core competitiveness, and seek marketing mix strategy of efficient development of Ethylene glycol business became an important subject in front of us.Combined with the current mainstream marketing theory, this paper is based on the actual situation of Sinopec Fujian Petroleum Branch in glycol marketing. PEST analysis, Potter five forces model, SWOT analysis and other means are employed in analyzing the current situation, development trend, and the influencing factors of ethylene glycol sales in ethylene glycol industry inside and outside the province. While fully demonstrated the feasibility of social media marketing strategy, relevant data based on questionnaires are used in putting forward the practical application of social media marketing company in ethylene glycol. The implementation steps of social media marketing strategy and specific content as well as the corresponding support and safeguard measures are stated in the paper. Finally, the paper intended to enhance the company's overall marketing level and market competitiveness through building the new marketing ideas so as to provide reference for other company in operating varieties and rich their marketing means.