Study On The Marketing Strategy Of Polyurethane Products For Automobile SaiNuo Co.,Ltd.jilin Province

As China's economic level continues to improve,China's auto industry continues to develop and progress.Automotive polyurethane industry has also been a huge development,becoming the world's largest polyurethane production and sales market.In recent years,China's economic development has slowed down gradually,the economy has entered a new normal,and the competition in all trades and industries has gradually increased.Automotive polyurethane industry has gradually formed a stable market order.SaiNuo Automotive Materials Co.,Ltd.is engaged in a series of automotive polyurethane products sales channels.It imports through the form of outsourcing,sales agents of several large foreign chemical companies with automotive polyurethane products.It and many customers have established a good long-term relationship.At present it has achieved a certain market share and advantages.But as market competition intensifies,it faces the risk of squeezing profit margins.With the revitalization of the old industrial base in Northeast China and other strategies,Jilin Province,the automotive industry will be further development opportunities.Sai Nuo can also take this to further expand their market share.These challenges and opportunities make Sai Nuo have to establish a set of their own marketing strategy,and it can help enterprises to strengthen core competitiveness.It can ensure the long-term healthy development of enterprises.Firstly,this paper reviews the development process of automotive polyurethane industry,and briefly introduces the relevant marketing theory and research results.Then,in this paper,through the collection of relevant materials and data,automotive polyurethane industry for analysis.This paper objectively assesses the external environment and the internal environment of the industry.The study found that although the automotive polyurethane industry is also facing a certain adverse environment,but in general is conducive to the automotive industry with the development of polyurethane.More and more intense internal competition in the automotive polyurethane industry,Sai Nuo-company as a channel dealer and no greater bargaining power,facing strong competitive pressure.After that,this paper studies the strength,weakness,opportunity and threat.The study found that Sai Nuo-company has a sound infrastructure and technical services,and customers to establish good relations of cooperation.But it also has poor product differentiation,lack of marketing ability and weak ability to reflect market information.On this basis,this article has formulated the marketing strategy which conforms to the specific circumstance of the company.This paper emphasizes that Sai Nuo-company,as a channel distributor,should play the channel advantage,combine the upstream and downstream enterprises urgently,do a good job supporting technical services,from product,pricing,marketing and marketing aspects of marketing capabilities.Finally,in order to ensure the implementation of the marketing plan,this paper also proposed several measures for the enterprise,such as: establish a sound marketing team and departments;increase marketing investment;Risk and so on.The research results of this paper are not only beneficial to the further development of Sai Nuo Company,but also can help the company to be bigger and stronger,and also can provide reference for related enterprises.