Study On Marketing Strategy Of Yangzi PTA Product

PTA(Purified Terephthalic Acid)is a very important bulk petrochemical product,which is widely used in light industry,paint,chemical fibers and other industries.China's PTA industry arose in the 1980 s.After decades of development,China has become the largest producer and consumer market of PTA in the world.As one of the earliest PTA plants in China,Yangzi Petrochemical Company plays a decisive role in the PTA market.However,with the continuous entry of private and foreign enterprises in recent years,the competition in the domestic PTA industry has become increasingly fierce.The "Yangzi PTA" which occupied more than 90% of the domestic market share has completely lost its scale advantage.It is particularly important to adjust the marketing strategy of Yangzi PTA product and maintain the position and profit level of its superior brands.Firstly,this paper introduces the macro-market of PTA product in China,the internal micro-environment and marketing status of Yangzi Petrochemical Company,points out the main problems existing in Yangzi Petrochemical Company under the current competitive situation.Then this paper carries out in-depth analysis and research on the problems.Nest,this paper studies the marketing mix strategies that are suitable for Yangzi PTA product under the current market environment.Finally,this paper puts forward the safeguards and improvement suggestions for the implementation of the marketing strategies aiming at the problems of YPC.This paper studies PTA marketing strategy and draws the following conclusions:At present,domestic PTA production capacity is seriously excessive,the overall start-up rate is not high,but downstream demand still has room to rise,the oversupply situation of PTA is expected to be alleviated in the future.Yangzi PTA is still at the leading place in domestic market,which has obvious advantages in the supply of raw materials and production costs in the upstream of PTA,meanwhile,production scale and process technology are the two obvious shortages of YPC.Jiangsu,Zhejiang,Shanghai,South China and Southeast Asia are the three target markets that YPC needs to pay attention to at present by considering the geographical location,industry characteristics and enterprise resources.YPC should make use of the advantages of products chain as the key petrochemical bases,apply 4Ps marketing mix strategy flexibly,and maintain the leading position of PTA product in the target markets.Online and offline dual-line marketing will become the focus of YPC in the future with the continuous development of Internet and e-commerce.