中国石化华中地区甲苯产品市场营销策略分析-analysis on marketing strategy of toluene products in central china of sinopec.docxVIP

II II Abstract At present, domestic and foreign oil giants have built lots of factories in the west and central part of China with the policies of west development and the rise of central China and massively produce chemical products,especially toluene products.This make the competition in these areas become increasingly fierce.In the fierce competition, the leadership of the central branch of Sinopec has been increasingly shaken,in order to survive and develop,the company have to re-analyze the marketing and develop a more competitive marketing strategies. The article firstly gives a comprehensive analysis of external and internal environment of toluene market conditions from two perspectives of China, Central China,then with the applying of SWOT analysis method,the paper systematically summarizes the advantages and disadvantages,opportunities and threats the toluene sales faced with in Central China Branch of Sinopec.The advantages include branding advantages, financial advantages, resources, etc.; disadvantages include marketing strategy inferior ,talent disadvantage, after-sales service disadvantage, logistics infrastructure disadvantage; opportunities include demand national policy support; threats include difficult market forecast with fierce industry competition, overcapacity and worsening. Next,with the guidance of modern marketing theory the article develops five kinds of marketing strategies which view refined marketing strategy as the core that adopts to competing demands of the market environment. The strategies are product strategy, channel distribution strategy, pricing strategy, promotion strategy and customer service strategy. in order to ensure the execution of marketing strategies in the implementation process, the article pointed out that the implementation of the marketing strategy for comprehensive monitoring and detailed marketing strategy implementation plan after developed marketing strategies. The value of the paper is to systematically comb