Research On Marketing Strategy Of Chemical Products Of HY Company

China is an ancient country of coatings and a large country of coatings.With the development of science and technology and the progress of our society,it is no longer the extensive production that destroys the natural environment in order to develop the economy.With the proposal of made in China 2025,the elimination of backward production capacity,products,industrial upgrading government and consumers have put forward higher requirements for coating enterprises.As the upstream raw material suppliers of coating enterprises,it is more important to formulate marketing strategies in the complex and changeable market environment.Only a thorough analysis of the company’s economic environment,accurate market positioning can guide the company’s leaders to develop the right marketing strategy.Only the smooth implementation of the marketing strategy to achieve the desired results,the company can be sustainable development.Firstly,the thesis has a deep understanding of the current research status at home and abroad by consulting and collecting a lot of relevant literature and information.Then use PEST and SWOT,AHP,GE model to analyze the macro and micro market environment.Then through the analysis and summary of the product line as the main line based on the customer to carry on the reasonable classification of the product line.Combined with the product line characteristics and the specific situation of the target market,STP is used to carry out a detailed analysis of the market segment and the positioning and selection of the target market.Finally,the thesis use 4PS marketing strategy to formulate the relevant marketing strategy including product,price,channel and promotion.In order to improve work efficiency,a new enterprise management method of "secondary management" is put forward.By optimizing the organizational structure,establishing the intelligent office system,formulating the talent training plan,optimizing the performance evaluation method,and building the technical support platform,we can ensure the smooth implementation of the marketing strategy.