浅议专用化学品特性及其市场营销策略

Characteristic of specialty chemicals and its marketing strategy

专用化学品属于特种化工产品,而化工产品属于工业品,工业品的市场营销与消费品市场营销有着显著的不同。专用化学品更多表现出自己固有的特性,其经营领域大多是在一些竞争相对比较激烈的子行业,如涂料、水处理化学品、造纸化学品、电子化学品等特殊化学品子行业,其特点更突出、差异更显著。为在激烈的市场竞争中实现可持续发展,需要对这些产品或技术进行细致的分析研究、对目标市场进行充分的了解,制定相应的市场营销策略。

Specialty chemicals are chemical products which belongs to manufactured goods.The marketing strategy of manufactured goods is significantly different from consumer goods.Specialty chemicals display more inherent chemical properties,especially in some intensely competitive sub-industry,such as coating,water management chemicals,paper chemicals,electronic chemicals and other special chemical sub-industries.To achieve sustainable development in the heated competitive market,it is necessary to investigate these products and technologies particularly,comprehend the target market adequately,and make corresponding marketing strategy.