DefinePK

Abstract

Agent is one of marketing forms. The marketing agents are playing the important roles in China146s Petrochemical industry. The corresponding research is short of the systematic, deep and concrete data and cases. Based on the statistics data and interviews in Shanghai Point Company, there are numerous agents marketing management problems including little competitive advantages, poor financing, wrong marketing ideas, few outstanding marketing staffs, unscientific management and huge marketing risks. So the agent-related marketing management strategies are given, including clear market positioning, enhancing financing capacity, improving the marketing team building and strengthening human resources management. The countermeasures can improve the core competency in Shanghai Point Company.