Marketing Status Evaluation And Strategy Optimization Research Of HF Petrochemical Group

Over the past decade,private enterprises of China have entered a stage of rapid development,especially the scale of chemical industry has growing with the development of economy.With the continuous progress of global petrochemical production technology,petrochemical enterprises are developing in the direction of large-scale,integration,intellectualization and cleanliness.The number of companies with mature development are increasing,the industry has also intensified the competition in the market.At the same time,in order to adjust changing business environment,supply-provide structural reform and the the new and old industry structure,the most important role of an enterprise is how to sell its products in the fierce market competition.Since the development of global economic integration,China's petrochemical industry is facing market environment which increasingly diversified,so that the role of marketing for enterprises has become more and more obvious and it is the key to survive for enterprises.In order to have a more long-term development,enterprises need to constantly analyze,optimize and innovate the existing marketing strategies to make them consistent with the development needs of the market.HF Petrochemical Group is a large-scale enterprise group with chemical products as the main products and owns special railway lines for transfer dangerous chemicals,oil pipelines,import and use rights of crude oil non-state-owned trade,besides it has own sales network in northern china.Compared with Petro China and Sinopec,which dominate the market,HF group as a local private pertrochenical group with weakness in marketing.Meanwhile,it is also facing fierce market competition from other local refineries.If HF Petrochemical Group wants to go up to a new level on the basis of the existing scale,it must optimize and upgrade the existing marketing strategy.This paper uses SWOT analysis method to analyze the background,advantages,disadvantages,opportunities and other factors of the development environment of HF Petrochemical Group's domestic and foreign petrochemical industry as well as the marketing environment of its competitors.Combining with the current marketing strategy situation of the group,this paper builds an evaluation model to analyze the existing problems.Problems and optimization strategies are put forward to improve the competitiveness of enterprises and promote their sustainable development.