Research On Polyester Resin Sales Influential Factors Of M Company

Since 2000, powder coatings market in China has been developing rapidly. But after 2011, because of the western economic downturn, risk of "double-dip" in global economy, and emerging markets growth declined, it is common that Asia's manufacturing index is in the doldrums. By contrast, economic growth in China is relatively fast, while growth rate is slowing. Under the international and domestic environment, powder coatings industry in China is full of challenges, so as polyester resin which is main raw material for powder coatings industry.Since 2011, M company has started to involve in polyester resin of powder coatings market and develop the market of polyester resin products in China. As one of main global polyester resin supplier, M company has advanced technology, and has established good cooperation relationship with global powder coating manufacturers. However, due to M company access to Chinese power coatings market relatively late, its popularity a bit weaker than Cytec and DSM who entered the Chinese market earlier. Now polyester resin business in M company is in market promotion process in China., and experiences the process from rapid growth to recession, so purpose of this research are:providing reference and guidance for M company in market promotion at this stage; and provide revelation and reference for market promotion and develop strategy of new products in chemical industry.In this paper, M company as the research object,analyses market environment, industry policy environment, social reality demand and technology condition of polyester resin. Then introduces Chinese market promotion process and status of polyester resin in M company, analyses the reasons and factors behind status and also provides several assumptions that affected sales profit, through sample survey and discussion by experts, finding following main factors influencing the sales, include marketing efforts, product, enterprise, industry factors and macro environment factors, the influence factors of each categories also include many marketing factors. Focus on sales influence categories and influence factors, questionnaires are conducted for quantitative analysis t is concluded that:1, Pricing strategy, sales channel, the financial policy, cost, market position, brand awareness and product sales system are the sensitive factors for polyester resin, among which pricing strategy is the most sensitive factors;2, M company only has advantages on marketing service, personal selling, and customer research;3, More disadvantage factors are in M company, including market positioning, pricing strategy, sales channel, customer satisfaction, brand awareness, product system, product quality, market share financial policy, industry competition strength, and population factors, especially in the aspect of pricing strategy, M company is in absolute inferiorityThis paper did in-depth analysis in present situation of Polyester resin of M company in Chinese market, through regression analysis of sales reports, finding out the sensitive factors influencing the sales profit is sales, through affecting sales factors analysis which are market price, sales channels, market segment, and so on influence factors to impact on sales analysis, puts forward promote countermeasures for M polyester resin business sales in Chinese market. Details are as follow:1, Intermediate pricing strategy, the pricing is slightly higher than domestic brand while lower than foreign brands well-known;2, Establishing efficient sales channels. Focus on direct selling and at the same time, establish high efficient sales channels, increasing polyester resin sales volume through taking advantages of distributors advantages;3, Strictly control cost strictly Through cost reduction to improve polyester resin price competitive advantage, and ensure M company profitability;4, Focus on niche marketing strategy. In order to realize polyester resin sales growth by market segmentation, focusing on market segment, enhancing advantage of niche brand;5, Performing financial policies in accordance with the market characteristics in China. Deepen and consolidate the relationship with high quality clients in direct selling, and make full use of capital resource of the channel, provide financial support for polyester resin sales promotion;6, Through differentiated marketing idea, form product differentiation and service differentiation, meet customer's unique needs, finally realizes the differentiation of enterprise culture and brand value,, and pave the way for sales promotion of polyester resin.In this paper, it is significant for M company to realize the present plight correctly, and formulate correct sales promotion countermeasures. At the same time, results summarized in this paper also have reference significances for new products promotion strategy in chemical industry and other industries.