Studies On The Marketing Strategies Of Jilin Petrochemical Company Methyl Methacrylate

In recent years,as Shandong Asahi chemical Limited by Share Ltd,Jiangsu Sierbang Petrochemical co.Ltd,Shandong Yidali chemical co.Ltd,Dongming Huayi-Yuhuang new material co.Ltd,and other methyl methacrylate production equipment have been put into production,the domestic methyl ester supply is increasing fast,the marketing become more difficult,the domestic production plant sales pressure is huge.How to optimize the sales strategy,improve the market competitiveness and ensure the market position of Jilin petrochemical company methyl methacrylate,put forward a topic for methyl ester marketing strategy research.Firstly,the marketing status and existing problems of methyl methacrylate products in Jilin petrochemical company are analyzed.The main problems are as follows: the contract sales model leads to the loss of the leading role of methyl ester products in the market price of Jilin petrochemical company;Some users purchase too much,channel risk increase;The user-provided transport mode leads to insufficient supervision of product flow direction;How to gain an advantage in the increasingly fierce market competition is an urgent problem for Jilin petrochemical company.Secondly,the market demand and competitive environment of methyl ester products of Jilin petrochemical company are deeply analyzed.SWOT analysis method is used to analyze the advantages and disadvantages,opportunities and threats of methyl ester products of Jilin petrochemical company,so as to develop the most suitable marketing mix strategy.Finally,the market segmentation,target market and market positioning of methyl ester products of Jilin petrochemical company are analyzed by using the STP theory,and the marketing mix strategy is formulated based on the production characteristics of methyl ester products of Jilin petrochemical company:(1)product strategy includes: strengthening product quality management and industrial chain extension.(2)pricing strategies include: combining contract pricing with listing pricing;On-site bidding combined with online auction.(3)channel strategies include: industrial users as the main commercial users as a supplement;Traditional marketing channels as the main e-commerce platform;Domestic sales are the main export supplement.(4)promotion strategies include price promotion and personal selling.In order to ensure the smooth implementation of the marketing mix strategy,this paper establishes the price guarantee based on the evaluation criteria of price benchmarking,the channel guarantee guided by the regular user evaluation and satisfaction survey,and the credibility guarantee based on the coordination of quantity and price and the plan execution rate.Through the regular analysis of production and operation data,the comparison of production costs and market price changes,to protect the company's benefits.It is hoped that through the implementation of the above marketing strategy of methyl ester products,the market position can be consolidated,and the company's benefits can be improved,so as to realize the healthy and sustainable development of the methyl ester industry chain.