Study On Marketing Strategy Of ZD Company Pet Film Product

As a country with large scale of manufacturing and the world factory,the scale and quantity of industrial corporations is growing dramatically china.More and more of them have been driven to focus on the marketing of industrial products as a consequence of the increasing competition and the increasingly complex market circumstances that they are facing.The concept of industrial marketing has been taken into practices and applied in industrial corporations,gradually.Traditional concept on industrial marketing is that the marketing normally should rely on product quality,price and service while it already turned out by practical that a good relationship with all aspects.However,domestic PET film manufactures who really take the industrial marketing philosophy as a company sales strategy is rare.The PET market is really an oversupply one now.Under such a negative market,to be concentrated on customer to develop a long term partnership with them and cultivate their loyalty has become an important strategy to deal with it.ZD company,as one of the few earliest joint ventures of polyester film manufactures in China,as being involved with industrial application markets,it is well suited to the industrial marketing philosophy to conduct the marketing activities.The paper starts with explaining the marketing and industrial marketing theory,analyzing the background of PET film industry and ZD’s marketing environment on the basis of industrial market theory.Secondly,conduct a SWOT analysis on ZD company basing on the market environment analysis.Combined with the reality and present situation of ZD company to define the strengths and weaknesses and the opportunities and threatens ZD is facing.Then carry out where ZD is in the market and choose a target market that ZD is going to enter the segmenting market.Finally,formulate the method to implement marketing strategy as well as the procedures and operations by means of 4P marketing strategy and relationship marketing theory.As a result of this research,this paper has got a suitable marketing strategy and specific operations that ZD company should conduct for the existing issues.