本文選題：酚醛樹脂類化工產(chǎn)品 + 營銷策略　； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：酚醛樹脂作為一種重要的化工產(chǎn)品,被廣泛應(yīng)用在摩擦材料、研磨、絕緣絕熱材料、殼模鑄造和涂料等領(lǐng)域。但同時(shí),酚醛樹脂類化工行業(yè)也存在企業(yè)間競爭激烈、產(chǎn)品研發(fā)能力不強(qiáng)等特點(diǎn)。因此,很多酚醛樹脂類產(chǎn)品生產(chǎn)企業(yè)都力求通過營銷策略的正確制定和施行在激烈的市場競爭中取勝。本文以LWRD公司酚醛樹脂類化工產(chǎn)品作為研究對(duì)象,首先系統(tǒng)梳理了其營銷活動(dòng)存在的缺乏策略、定價(jià)不合理、對(duì)外部環(huán)境變化反應(yīng)滯后等問題。其次利用環(huán)境分析工具,系統(tǒng)分析了LWRD公司酚醛樹脂類化工產(chǎn)品所處的經(jīng)濟(jì)、政策、技術(shù)和社會(huì)文化環(huán)境。結(jié)果表明,LWRD公司酚醛樹脂類化工產(chǎn)品的市場需求、支持新材料發(fā)展、國家工業(yè)化機(jī)遇等方面的機(jī)會(huì)優(yōu)勢明顯;外部的威脅主要來自環(huán)境保護(hù)力度加大、下游市場的影響、行業(yè)競爭加劇等方面。進(jìn)而利用層次分析法和德爾菲法對(duì)LWRD公司酚醛樹脂類化工產(chǎn)品的內(nèi)部環(huán)境進(jìn)行綜合評(píng)價(jià)研究。結(jié)果表明,LWRD公司酚醛樹脂類化工產(chǎn)品成本優(yōu)勢明顯,員工培養(yǎng)計(jì)劃較為完善,環(huán)保意識(shí)較強(qiáng),但產(chǎn)品同質(zhì)化程度高、營銷渠道缺乏效率、優(yōu)秀員工缺失等方面的威脅也較為突出。最后基于4P營銷理論,從產(chǎn)品、價(jià)格、渠道、促銷4個(gè)角度提出了LWRD公司酚醛樹脂類化工產(chǎn)品的營銷策略,建議包括:降低生產(chǎn)成本,保證和提升原產(chǎn)品質(zhì)量的同時(shí)注意研發(fā)新產(chǎn)品,提高技術(shù)服務(wù)水平;采用更加靈活的定價(jià),積極實(shí)施多元化的價(jià)格策略;優(yōu)化營銷渠道,加強(qiáng)對(duì)經(jīng)銷商的管理服務(wù),進(jìn)一步促進(jìn)企業(yè)網(wǎng)絡(luò)營銷水平;提高銷售人員素質(zhì),積極運(yùn)用廣告、展會(huì)等形式進(jìn)行促銷。
[Abstract]:As an important chemical product, phenolic resin is widely used in friction materials, grinding, insulation and insulation materials, shell mold casting and coatings. But at the same time, phenolic resin chemical industry also has the characteristics of fierce competition among enterprises and weak R & D capability. Therefore, many enterprises of phenolic resin products strive to win in the fierce market competition through the correct formulation and implementation of marketing strategies. In this paper, the phenolic resin chemical products of LWRD Company are taken as the research object. Firstly, the problems such as lack of marketing strategy, unreasonable pricing and lagging response to the change of external environment are systematically combed out. Secondly, the economic, policy, technical and sociocultural environment of phenolic resin chemical products of LWRD Company is analyzed systematically by using environmental analysis tools. The results show that the market demand of phenolic resin chemical products, supporting the development of new materials and the opportunity of national industrialization are obvious, and the external threats mainly come from the increase of environmental protection and the influence of downstream market. Industry competition intensified and so on. Furthermore, the internal environment of phenolic resin chemical products of LWRD Company was evaluated by AHP and Delphi method. The results showed that the cost advantage of phenolic resin chemical products in LWRD was obvious, the training plan of staff was perfect, the consciousness of environmental protection was strong, but the degree of product homogenization was high, and the marketing channel was lack of efficiency. Outstanding staff shortage and other aspects of the threat is more prominent. Finally, based on 4P marketing theory, the marketing strategy of phenolic resin chemical products of LWRD company is put forward from four aspects: product, price, channel and promotion. To ensure and improve the quality of original products while paying attention to research and development of new products, improve the level of technical services, adopt more flexible pricing, actively implement diversified pricing strategies, optimize marketing channels and strengthen management services to dealers, Further promote the enterprise network marketing level; improve the quality of sales personnel, actively use advertising, exhibition and other forms of promotion.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.7

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本文編號(hào)：2015634