Research On Marketing Management Problem Of BC Specialty Carbon Black In China Coating Market

With the continuous development of China’s economy,the coatings market has gradually entered the era of stock market competition,which puts forward higher requirements for raw materials.As a raw material supplier,BC company can only continuously improve itself to meet the changing needs of customers and resist the impact of the external environment.This paper studies the marketing management problem of BC specialty carbon black in China coating market,following the ideas of finding,analyzing and solving problems,confirm the problem and causes,put forward corresponding countermeasures to change the status quo of poor sales performance.BC was founded in 1848 which is the world’s largest producer of carbon black by capacity.Reviewing the performance of BC specialty black in China coating market during the past four years,it is found that the sales focus has quietly shifted from high-profit high-specialty carbon black to low-profit low-specialty carbon black.Although the local investment is increasing,the market share and net profit are stagnant.Taking this as the starting point,the author makes an indepth analysis of the research object and collects internal and external feedback with the help of questionnaire survey and interview.The author confirmed that the main marketing problem are in marketing management,specifically the lack of organizational support in marketing management,poor execution effect of internal marketing and interruption of marketing value delivery.The cause of the problem lies in the unclear focus of organizational structure,the limited level of production management,the lack of marketing talents,and the missing of the first opportunity to enter the market.It is necessary to apply the right remedy according to the root cause.The author analyzes the macro-environment with the help of PEST model,studies the coating market demand,customer preference and deeply analysis their own resources and capabilities.Finally confirm the favorable conditions for solving problems.Combined with the causes of problems,put forward countermeasures to solve the problem from the organizational structure,talent incentive,production management,cultural penetration of four aspects to make detailed arrangements to complete the BC pigment carbon black in the Chinese paint market marketing management problems.