SN公司聚甲醛產(chǎn)品市場(chǎng)營(yíng)銷策略研究
發(fā)布時(shí)間：2018-07-25 19:09
【摘要】：國(guó)內(nèi)聚甲醛行業(yè)經(jīng)歷了從發(fā)展興起,價(jià)格持續(xù)上漲、高利潤(rùn)、高收益到目前市場(chǎng)競(jìng)爭(zhēng)激烈、產(chǎn)能嚴(yán)重過(guò)剩、國(guó)產(chǎn)料價(jià)格大幅下滑直至跌破成本線的幾個(gè)發(fā)展階段。未來(lái)幾年,國(guó)內(nèi)聚甲醛產(chǎn)量持續(xù)增長(zhǎng),國(guó)外聚甲醛產(chǎn)品也在爭(zhēng)奪國(guó)內(nèi)市場(chǎng),整體供需矛盾加劇,導(dǎo)致國(guó)內(nèi)各生產(chǎn)企業(yè)聚甲醛售價(jià)將長(zhǎng)期處于低位。SN公司化工基地采用國(guó)內(nèi)外先進(jìn)的煤化工工藝技術(shù),規(guī)劃和建設(shè)煤基甲醇、煤基二甲醚、聚甲醛、煤基烯烴、煤制油、煤制天然氣等大型煤化工項(xiàng)目。目前已建成85萬(wàn)噸/年甲醇、21萬(wàn)噸/年二甲醚、100萬(wàn)噸/年煤制烯烴、6萬(wàn)噸/年聚甲醛項(xiàng)目。在建的項(xiàng)目有400萬(wàn)噸/年煤炭間接液化。規(guī)劃在2020年前,預(yù)計(jì)完成總投資2600億元,煤基烯烴規(guī)模達(dá)到312萬(wàn)噸/年,煤炭液化規(guī)模達(dá)到800萬(wàn)噸/年,煤制天然氣規(guī)模達(dá)到40億M3/年。SN公司的聚甲醛產(chǎn)品自2011年投放市場(chǎng)以來(lái),經(jīng)過(guò)4年多的銷售探索、宣傳推廣、品牌培育,在全國(guó)范圍內(nèi)已經(jīng)具有一定的知名度和影響力。但是隨著國(guó)內(nèi)聚甲醛產(chǎn)量不斷增長(zhǎng),產(chǎn)品間同質(zhì)化嚴(yán)重,市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈,SN公司聚甲醛產(chǎn)品需要加大營(yíng)銷力度,減少銷售成本,增加銷售利潤(rùn),逐步扭虧為盈。本文通過(guò)分析SN公司聚甲醛產(chǎn)品目前所處的宏觀環(huán)境、微觀環(huán)境,行業(yè)競(jìng)爭(zhēng)狀況、市場(chǎng)營(yíng)銷現(xiàn)狀以及營(yíng)銷中存在的主要問(wèn)題,力求及時(shí)調(diào)整企業(yè)的營(yíng)銷觀念,優(yōu)化現(xiàn)有的營(yíng)銷模式,完善分銷渠道,抓住機(jī)遇,充分利用優(yōu)勢(shì),提升企業(yè)競(jìng)爭(zhēng)力,在激烈的市場(chǎng)競(jìng)爭(zhēng)中占有一席之地。
[Abstract]:The domestic polyformaldehyde industry has experienced several stages of development, such as rising prices, high profits, fierce market competition, serious overcapacity, and the prices of domestic materials have dropped sharply until they have fallen below the cost line. In the next few years, the domestic production of POM will continue to increase, and foreign POM products will also be competing for the domestic market. The overall contradiction between supply and demand will intensify. As a result, the price of polyformaldehyde in domestic production enterprises will be at a low price for a long time. The chemical base of SN Company will adopt advanced coal chemical technology at home and abroad, and plan and build coal-based methanol, coal-based dimethyl ether, polyformaldehyde, coal-based olefin, coal oil, Coal-made natural gas and other large-scale coal chemical projects. At present, 850000 tons of methanol per year, 210000 tons of dimethyl ether, 1 million tons per year of coal to produce olefin and 60,000 tons of polyformaldehyde per year have been completed. Projects under construction have 4 million tons / year of indirect liquefaction of coal. By 2020, the total investment is expected to be 260 billion yuan, the scale of coal based olefins will reach 3.12 million tons per year, and the scale of coal liquefaction will reach 8 million tons per year. The scale of natural gas produced by coal has reached 4 billion m3 / yr since it was put into the market in 2011, after more than 4 years of sales exploration, propaganda and promotion, brand cultivation, it has already had a certain popularity and influence in the whole country. However, with the increasing production of POM in China and the serious homogenization among products, the market competition is becoming more and more intense. POM products of SN Company need to increase marketing efforts, reduce sales costs, increase sales profits, and gradually turn losses into profits. By analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing, this paper tries to adjust the marketing concept of enterprises in time by analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing of Polyformaldehyde products of SN Company. Optimize the existing marketing model, perfect the distribution channel, seize the opportunity, make full use of the advantages, enhance the competitiveness of enterprises, and occupy a place in the fierce market competition.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.7;F274
本文編號(hào)：2144796
[Abstract]:The domestic polyformaldehyde industry has experienced several stages of development, such as rising prices, high profits, fierce market competition, serious overcapacity, and the prices of domestic materials have dropped sharply until they have fallen below the cost line. In the next few years, the domestic production of POM will continue to increase, and foreign POM products will also be competing for the domestic market. The overall contradiction between supply and demand will intensify. As a result, the price of polyformaldehyde in domestic production enterprises will be at a low price for a long time. The chemical base of SN Company will adopt advanced coal chemical technology at home and abroad, and plan and build coal-based methanol, coal-based dimethyl ether, polyformaldehyde, coal-based olefin, coal oil, Coal-made natural gas and other large-scale coal chemical projects. At present, 850000 tons of methanol per year, 210000 tons of dimethyl ether, 1 million tons per year of coal to produce olefin and 60,000 tons of polyformaldehyde per year have been completed. Projects under construction have 4 million tons / year of indirect liquefaction of coal. By 2020, the total investment is expected to be 260 billion yuan, the scale of coal based olefins will reach 3.12 million tons per year, and the scale of coal liquefaction will reach 8 million tons per year. The scale of natural gas produced by coal has reached 4 billion m3 / yr since it was put into the market in 2011, after more than 4 years of sales exploration, propaganda and promotion, brand cultivation, it has already had a certain popularity and influence in the whole country. However, with the increasing production of POM in China and the serious homogenization among products, the market competition is becoming more and more intense. POM products of SN Company need to increase marketing efforts, reduce sales costs, increase sales profits, and gradually turn losses into profits. By analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing, this paper tries to adjust the marketing concept of enterprises in time by analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing of Polyformaldehyde products of SN Company. Optimize the existing marketing model, perfect the distribution channel, seize the opportunity, make full use of the advantages, enhance the competitiveness of enterprises, and occupy a place in the fierce market competition.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.7;F274
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