Marketing Strategy Of Phenolic Resin Chemical Products In LWRD Company

As an important chemical product,phenolic resin has been widely used in the fields of friction materials,grinding,insulation and thermal insulation materials,shell mold casting and coating.But at the same time,phenolic resin chemical industry is also faced with fierce competition among enterprises,product development capability is not strong and so on.Therefore,many of these products manufacturers are trying to establish and implement the marketing strategy in the fierce market competition.In this paper,the phenolic resin chemical products of LWRD company as the research object,this paper systematically analyzes the problems such as the lack of marketing strategy,the unreasonable pricing,the response to the external environment change and so on.Secondly,using environmental analysis tools of LWRD phenolic resin chemical products in the economic environment,policy environment,technology environment and social and cultural environment are systematically analyzed.The results show that the LWRD phenolic resin chemical products market demand,support the development of new materials,national industrialization and other aspects of the obvious advantages of chance opportunities mainly from the external threat;environmental protection intensified,the downstream market influence,industry competition etc.Again,using hierarchical analysis,comprehensive evaluation method and Delphi method of LWRD phenolic resin chemical products of the internal environment.The results show that the LWRD phenolic resin chemical products cost advantages,the staff training program is perfect,strong awareness of environmental protection,but the high degree of product homogeneity,the lack of efficiency,excellent staff and lack of marketing channels the threat is also more prominent.Finally,based on 4P marketing theory,from the 4 aspects of product,price,channel,promotion and put forward the LWRD company of phenolic resin chemical products marketing strategy recommendations include: research and development of new products in the foundation to enhance the quality of the original products,reduce production costs,enhance product technical services;the use of flexible pricing strategy,and actively implement the the diversification of price strategy;marketing channel optimization,strengthen the management of the dealer service,to further promote the enterprise network marketing level;improve the quality of sales personnel,actively use advertising,exhibitions and other forms of promotion.