【摘要】：近年來(lái),社會(huì)化媒體被人們廣為接受,國(guó)內(nèi)外企業(yè)運(yùn)用社會(huì)化媒體進(jìn)行營(yíng)銷(xiāo)的成功例子屢見(jiàn)不鮮。社會(huì)化媒體營(yíng)銷(xiāo)人人參與、準(zhǔn)確定位目標(biāo)群體以及重視溝通互動(dòng)的特性有助于拉近企業(yè)與目標(biāo)客戶(hù)的距離,為企業(yè)爭(zhēng)取更多的優(yōu)質(zhì)客戶(hù)。乙二醇(EG)是一種重要的有機(jī)化工原料,主要應(yīng)用于聚酯化纖行業(yè)。隨著近年來(lái)我國(guó)經(jīng)濟(jì)的穩(wěn)步增長(zhǎng)及國(guó)家相關(guān)政策的推動(dòng),國(guó)內(nèi)聚酯化纖行業(yè)發(fā)展迅猛,隨之帶來(lái)乙二醇市場(chǎng)需求的不斷攀升。盡管全球乙二醇產(chǎn)能過(guò)剩,但是在我國(guó)依舊是產(chǎn)不足需,每年都大量依賴(lài)于進(jìn)口；而作為化纖服裝行業(yè)高度發(fā)達(dá)的福建省,乙二醇的需求缺口更大。福建石油分公司作為中國(guó)石化在福建的分支,在歷經(jīng)數(shù)次的變革和改制后,目前以化工產(chǎn)品及成品油管道的經(jīng)營(yíng)管理為主營(yíng)業(yè)務(wù)。在化工產(chǎn)品的市場(chǎng)經(jīng)營(yíng)中,商品的同質(zhì)性較高,客戶(hù)對(duì)商品的期望值除了商品本身外,更多的向商品的品牌、公司的服務(wù)及合作的便利等方面延伸,因此創(chuàng)新?tīng)I(yíng)銷(xiāo)方式,提供便利服務(wù)是未來(lái)化工企業(yè)獲得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)的重要方向。公司看到了乙二醇市場(chǎng)的巨大商機(jī),迅速與中國(guó)石化化工銷(xiāo)售華東分公司展開(kāi)合作,將乙二醇作為一個(gè)主打品種來(lái)經(jīng)營(yíng)。由于市場(chǎng)介入慢人一拍,加上營(yíng)銷(xiāo)力量的單薄,公司在市場(chǎng)占有率上一時(shí)處于劣勢(shì)。如何有效發(fā)揮品牌優(yōu)勢(shì)、彰顯核心競(jìng)爭(zhēng)力,尋求高效直接的組合營(yíng)銷(xiāo)策略開(kāi)展乙二醇經(jīng)營(yíng)業(yè)務(wù)成為了一個(gè)擺在眼前的重要課題。本文以當(dāng)下主流的營(yíng)銷(xiāo)理論為基礎(chǔ),結(jié)合中國(guó)石化福建石油分公司乙二醇經(jīng)營(yíng)的實(shí)際情況,運(yùn)用PEST分析、波特五力模型、SWOT分析等手段,就未來(lái)省內(nèi)、省外乙二醇行業(yè)現(xiàn)狀、發(fā)展趨勢(shì),以及影響乙二醇銷(xiāo)售的多方面因素進(jìn)行分析。在充分論證了社會(huì)化媒體營(yíng)銷(xiāo)策略可行性的同時(shí),利用問(wèn)卷調(diào)查的方式獲取相關(guān)的數(shù)據(jù)資料,切合實(shí)際地提出公司在乙二醇經(jīng)營(yíng)中應(yīng)用社會(huì)化媒體營(yíng)銷(xiāo)策略,并論述了實(shí)施社會(huì)化媒體營(yíng)銷(xiāo)策略的詳細(xì)步驟和具體內(nèi)容,以及相應(yīng)的支持與保障措施。最后希望通過(guò)新的營(yíng)銷(xiāo)思路構(gòu)建,為公司其他經(jīng)營(yíng)品種提供參考,豐富營(yíng)銷(xiāo)手段,提升公司的整體營(yíng)銷(xiāo)水平和市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:In recent years, social media has been widely accepted, and successful examples of domestic and foreign enterprises using social media for marketing are not uncommon. The characteristics of social media marketing, such as participation of everyone, accurate positioning of target groups and emphasis on communication and interaction, are helpful to narrow the distance between enterprises and target customers and strive for more high-quality customers for enterprises. Ethylene glycol (EG) is an important organic chemical raw material, which is mainly used in polyester chemical fiber industry. With the steady economic growth of our country in recent years and the promotion of relevant national policies, the domestic polyester chemical fiber industry has developed rapidly, which has led to the rising demand of ethylene glycol market. Despite the overcapacity of ethylene glycol in the world, ethylene glycol is still insufficient in China and depends heavily on imports every year, while in Fujian Province, which is highly developed in chemical fiber garment industry, the demand gap of ethylene glycol is even larger. Fujian Petroleum Branch, as a branch of Sinopec in Fujian, is mainly engaged in the management of chemical products and finished oil pipelines after several changes and reforms. In the market management of chemical products, the homogeneity of commodities is relatively high. In addition to the goods themselves, the expectation value of customers for commodities extends more to the brand of goods, the service of the company and the convenience of cooperation, so the marketing mode is innovated. Providing convenient service is an important direction for chemical enterprises to obtain market competitive advantage in the future. Seeing the huge business opportunity of ethylene glycol market, the company quickly cooperated with Sinopec East China Branch to manage ethylene glycol as a main variety. Due to the slow market intervention, coupled with the weak marketing power, the company is at a disadvantage in market share for a while. How to give full play to the brand advantages, highlight the core competitiveness, and seek efficient and direct combination marketing strategy to carry out ethylene glycol business has become an important issue in front of us. Based on the current mainstream marketing theory and combined with the actual situation of ethylene glycol management in Fujian Petroleum Company of Sinopec, this paper makes use of PEST analysis, Porter five force model, SWOT analysis and other means to analyze the present situation of ethylene glycol industry in and out of the province in the future. The development trend and many factors affecting ethylene glycol sales were analyzed. At the same time, the feasibility of social media marketing strategy is fully demonstrated, and the relevant data are obtained by means of questionnaire survey, and the company's application of social media marketing strategy in ethylene glycol management is put forward realistically. This paper also discusses the detailed steps and concrete contents of implementing the marketing strategy of social media, as well as the corresponding support and safeguard measures. Finally, it is hoped that through the construction of new marketing ideas, it can provide reference for other business varieties of the company, enrich the marketing means, and improve the overall marketing level and market competitiveness of the company.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.72

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