Research On Marketing Strategy Of PVC Profile In Ningbo WY Plasticizing Company

China's PVC market has experienced a period of rapid growth,but in recent years,under the impact of the environment,the growth rate of the demand for the downstream PVC market has been declining,while the capacity of the PVC has been increasing.After years of development,the supply of PVC products in China is far more than that of demand.Because of the uneven development of the PVC upstream and downstream industries and the worsening situation of oversupply,the development speed of the PVC industry has slowed down in recent years.According to the industry insiders,the 2018 is still a difficult period in the painful process of "shuffling" in the PVC industry,and how to survive and develop in the competitive market Therefore,it is more and more important to formulate and adjust the PVC marketing strategy of chemical enterprises.As one of the important enterprises selling PVC profiles in Ningbo,Ningbo WY plasticizing company,in order to adapt to the increasingly depressed market environment and obtain and maintain the competitive advantage of the enterprise,must make a marketing strategy suitable for itself.Through the analysis of the current marketing status of the company,this paper finds out the existing problems of the company,then analyzes the internal and external marketing environment of the company's PVC products,and uses the 6Ps marketing combination theory,the analytic hierarchy process(AHP),and the EFE and IFE matrices to sum up the opportunities and threats that the company faces,and the advantages and disadvantages of the company and the quantitative analysis.The marketing competition situation of the company is put forward.Then,combined with the marketing theory of chemical products,the marketing strategy of PVC products suitable for the company is formulated and selected.This study has a certain theoretical guiding significance for the company to reduce the pressure of the PVC market and further develop the market for the chemical products.It also plays a certain reference for the formulation and adjustment of the marketing strategy of other chemical industry enterprises.