本文選題：PVC產(chǎn)品　切入點(diǎn)：市場(chǎng)營(yíng)銷策略　出處：《新疆大學(xué)》2015年碩士論文

【摘要】：中國(guó)PVC市場(chǎng)曾經(jīng)歷了一段快速成長(zhǎng)的繁榮時(shí)期,但近幾年,受環(huán)境影響,下游PVC市場(chǎng)需求量的增長(zhǎng)率不斷下降,而PVC的產(chǎn)能卻不斷增長(zhǎng)。經(jīng)過(guò)近幾年發(fā)展,我國(guó)PVC產(chǎn)品的供應(yīng)量已經(jīng)遠(yuǎn)遠(yuǎn)大于需求量。由于PVC上下游產(chǎn)業(yè)發(fā)展的不平衡,供過(guò)于求的局面不斷惡化,PVC行業(yè)近幾年的發(fā)展速度明顯放緩,據(jù)行業(yè)內(nèi)部人士預(yù)測(cè),2015年仍然是PVC行業(yè)經(jīng)歷“洗牌”的痛苦過(guò)程中較為艱難的時(shí)期,如何在競(jìng)爭(zhēng)激烈的市場(chǎng)中生存和發(fā)展是化工企業(yè)需要面對(duì)的問(wèn)題,因此此時(shí)制定和調(diào)整化工企業(yè)的PVC營(yíng)銷策略顯得越來(lái)越重要。作為新疆生產(chǎn)PVC產(chǎn)品的龍頭企業(yè)之一的中泰化學(xué)股份有限公司,要想適應(yīng)當(dāng)下日益低迷的市場(chǎng)環(huán)境,取得和保持企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì),就必須要制定出適合自身的市場(chǎng)營(yíng)銷策略。本文通過(guò)分析中泰化學(xué)的營(yíng)銷現(xiàn)狀,找到公司存在的問(wèn)題,然后對(duì)公司PVC產(chǎn)品的內(nèi)外部營(yíng)銷環(huán)境進(jìn)行分析,運(yùn)用EFE、IFE矩陣歸納出公司面臨的機(jī)會(huì)與威脅和自身的優(yōu)勢(shì)與劣勢(shì),并定量分析出當(dāng)前中泰化學(xué)的營(yíng)銷競(jìng)爭(zhēng)態(tài)勢(shì),然后結(jié)合化工品營(yíng)銷理論制定和選擇出適合中泰化學(xué)PVC產(chǎn)品的營(yíng)銷策略。此次研究對(duì)中泰化學(xué)減輕PVC市場(chǎng)壓力、進(jìn)一步開(kāi)發(fā)化工品市場(chǎng)具有一定的理論指導(dǎo)意義,同時(shí)對(duì)其他的化工品企業(yè)營(yíng)銷策略的制定和調(diào)整也起到了一定的借鑒作用。
[Abstract]:China's PVC market has experienced a period of rapid growth and prosperity, but in recent years, due to the impact of the environment, the downstream PVC market demand growth rate has been declining, while the PVC production capacity has been increasing.After the development in recent years, the supply of PVC products in China has far exceeded the demand.Due to the imbalance in the development of the upstream and downstream industries of PVC, the situation of oversupply is worsening and the development rate of the PVC industry has slowed down markedly in recent years.According to industry insiders, 2015 is still a difficult period in the painful process of "reshuffle" in the PVC industry. How to survive and develop in a highly competitive market is a problem that chemical enterprises need to face.Therefore, it is more and more important to formulate and adjust the PVC marketing strategy of chemical enterprises.As one of the leading enterprises producing PVC products in Xinjiang, Zhongtai Chemical Co., Ltd., in order to adapt to the current depressed market environment, to obtain and maintain the competitive advantage of enterprises, we must formulate a suitable marketing strategy.By analyzing the current marketing situation of Sino Thai Chemistry, this paper finds out the problems existing in the company, then analyzes the internal and external marketing environment of the company's PVC products, and sums up the opportunities and threats faced by the company and its own strengths and weaknesses by using the EFE / IFE matrix.The marketing competition situation of Sino-Thai chemistry is analyzed quantitatively, and then combining with the theory of chemical products marketing, the marketing strategy suitable for Sino-Thai chemical PVC products is made and selectedThis study has certain theoretical guiding significance to reduce the pressure of PVC market and further develop chemical products market, and it also plays a certain reference role in the formulation and adjustment of marketing strategies of other chemical industry enterprises.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.7;F274

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

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本文編號(hào)：1700740