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Currently, plastic has become a modern society, one of the four materials . Plastic with light weight, high strength, excellent electrical properties , excellent chemical properties , low coefficient of friction , high wear resistance , shock absorbers , silencers , noise , weldability and formability characteristics , combined with its rich source of raw materials , so play a huge role in the development of national economy and social life . With the development of market economy , China's plastics market has shifted from a seller's to a buyer 's market , an increasingly competitive market . Especially after China 's accession to the WTO , China's plastics industry but also in the international market and domestic market with foreign companies to compete . Business strategy related theoretical studies based on analysis of the operating status of the Cheung Shun Plastic Co., Ltd. , pointed out that the company's marketing strategy target is not clear enough , marketing management is not standardized , the marketing concept behind marketing channel is too narrow , lack of brand strategy and marketing, human resources and other issues; Second , the use of PEST analysis from the economic, political, social , technology, industry , competitors analysis of six aspects Cheung Shun plastic Co., Ltd. , the external environment of marketing analysis using the SWOT analysis , pointed out advantage of the company 's marketing environment , weaknesses , opportunities and threats ; Finally, in the above analysis of Xiang plastic Co., Ltd. , the operating environment on the basis of a marketing strategy Cheung Shun plastic Co., Ltd. countermeasures , including target market and customer demands analysis , strategic positioning, strategic content and marketing safeguards.
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