【摘要】：近年來,社會化媒體被人們廣為接受,國內外企業(yè)運用社會化媒體進行營銷的成功例子屢見不鮮。社會化媒體營銷人人參與、準確定位目標群體以及重視溝通互動的特性有助于拉近企業(yè)與目標客戶的距離,為企業(yè)爭取更多的優(yōu)質客戶。乙二醇(EG)是一種重要的有機化工原料,主要應用于聚酯化纖行業(yè)。隨著近年來我國經(jīng)濟的穩(wěn)步增長及國家相關政策的推動,國內聚酯化纖行業(yè)發(fā)展迅猛,隨之帶來乙二醇市場需求的不斷攀升。盡管全球乙二醇產(chǎn)能過剩,但是在我國依舊是產(chǎn)不足需,每年都大量依賴于進口；而作為化纖服裝行業(yè)高度發(fā)達的福建省,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)營管理為主營業(yè)務。在化工產(chǎn)品的市場經(jīng)營中,商品的同質性較高,客戶對商品的期望值除了商品本身外,更多的向商品的品牌、公司的服務及合作的便利等方面延伸,因此創(chuàng)新營銷方式,提供便利服務是未來化工企業(yè)獲得市場競爭優(yōu)勢的重要方向。公司看到了乙二醇市場的巨大商機,迅速與中國石化化工銷售華東分公司展開合作,將乙二醇作為一個主打品種來經(jīng)營。由于市場介入慢人一拍,加上營銷力量的單薄,公司在市場占有率上一時處于劣勢。如何有效發(fā)揮品牌優(yōu)勢、彰顯核心競爭力,尋求高效直接的組合營銷策略開展乙二醇經(jīng)營業(yè)務成為了一個擺在眼前的重要課題。本文以當下主流的營銷理論為基礎,結合中國石化福建石油分公司乙二醇經(jīng)營的實際情況,運用PEST分析、波特五力模型、SWOT分析等手段,就未來省內、省外乙二醇行業(yè)現(xiàn)狀、發(fā)展趨勢,以及影響乙二醇銷售的多方面因素進行分析。在充分論證了社會化媒體營銷策略可行性的同時,利用問卷調查的方式獲取相關的數(shù)據(jù)資料,切合實際地提出公司在乙二醇經(jīng)營中應用社會化媒體營銷策略,并論述了實施社會化媒體營銷策略的詳細步驟和具體內容,以及相應的支持與保障措施。最后希望通過新的營銷思路構建,為公司其他經(jīng)營品種提供參考,豐富營銷手段,提升公司的整體營銷水平和市場競爭力。
[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.
【學位授予單位】：福州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72

【參考文獻】

相關期刊論文 前6條

1 陳亮途;;社會化媒體有效傳播的關鍵[J];廣告大觀(綜合版);2013年08期

2 姜文彬;;企業(yè)的內部環(huán)境分析[J];內蒙古科技與經(jīng)濟;2009年19期

3 王彩霞;;化工產(chǎn)品營銷中的品牌忠誠培育[J];石油化工管理干部學院學報;2009年03期

4 蔡翔;陶學禹;;顧客價值及其分析模型[J];經(jīng)濟管理;2003年06期

5 楊竹節(jié),劉嵩;論民營紡織企業(yè)家族式管理的弊端與對策[J];中原工學院學報;2002年04期

6 程蕾,儲雪林;通過整合營銷建立市場感知質量[J];華東經(jīng)濟管理;2001年S1期

相關碩士學位論文 前3條

1 方冰;基于社會化媒體營銷的品牌內容傳播[D];中國科學技術大學;2010年

2 閆麗松;中石化化工銷售北京分公司純苯市場營銷研究[D];天津大學;2007年

3 潘軼彥;基于顧客價值的服務品牌接觸點管理研究[D];南京理工大學;2004年

，

本文編號：2473535