Research On Marketing Strategy Of Synthetic Rubber Products In SX Company

SX company is committed to the research and production of tire and rubber products,equipment renting,the sales of chemical products and chemical raw materials.The production capacity of butadiene rubber and styrene butadiene are on the top of domestic industry.However,in recent years,the demand of synthetic rubber in the international market is sharply reduced,excess production capacity and product homogenization increased competition in the domestic market Due to the company did not adapt the right marketing strategy,it cause synthetic rubber products sales in the,company remarkably decreased,and synthetic rubber products are facing fierce market competition situation.To change the current status,the writer based on the internal and external marketing environment of the enterprise,use analysis tools such as five forces model,internal factors&external factors evaluation matrix and PEST analysis mode.Research contents include overall environment,sales method and sales structure of synthetic rubber industry.By analyzing these factors,clear about advantages and disadvantages of the enterprise development.Secondly by analyzing the logistics capability,production capacity and innovation ability of synthetic rubber company,clear about the company's competitive advantages and disadvantages.At the same time,according to the STP theory,subdivide the market again.According to 4P,4C,4R marketing theory,combined with the company's marketing status and relevant problems,make a series of marketing strategy plan including product,price,promotion and place.Finally,making security measures in fields of management system,production operation,and human resources and so on,to make sure the implementation of marketing strategy for synthetic rubber products.