联系我们

论文查询结果	返回搜索

论文编号：	10414
作者编号：	2120162887
上传时间：	2018/12/6 13:00:45
中文题目：	HG化工公司国际市场营销策略研究
英文题目：	Research on International Marketing of HG Chemical company
指导老师：	许晖
中文关键字：	HG化工公司 国际营销 石油树脂 C5,C9馏分
英文关键字：	HG Chemical Company ,International Marketing ,Petroleum Resin，C5,C9 cracker
中文摘要：	随着中国加入WTO 体系，加之，中国拥有相对竞争优势的劳动力和丰富的资源，国际营销对中国经济的发展发挥了极其重要的作用，中国的各个行业在国际市场上的竞争力逐步扩大，许多行业已经达到世界领先水平。随着人类生活的需求日益提升，化工产业也随之逐日增长，与此相关联的化工外贸也逐日扩大。虽然中国的技术和质量在某些应用领域已经达到世界领先水平，但是化工产业在迈向世界的过程中依旧遇到了很多问题。 本论文以HG化工公司为例,此公司是从事于石油树脂外贸出口的专业外贸公司，其成立于2010年到，至今已有8年的历史,人员发展也从当时4人到现在20多人。目前已经在欧洲，加拿大设立分公司，拥有专业的实验室质量控制体系来把控质量。2017年的出口量已达12000吨，在中国同行业，出口位列前十名。随着中国乙烯项目逐渐的增加，石油树脂原材料C5,C9 馏分作为液化石脑油乙烯项目的副产品也越来越多，一定的利润空间吸引大鳄资本开始陆续进入此行业。据统计，中国石油树脂的供给量在未来3年内将在此基础上扩大1倍规模.HG化工公司如何制定相应的市场战略和营销策略，以便在日益激烈的竞争环境中立足,并扩大国际市场份额 。 本论文通过PEST环境分析模型，五力模型以及 SWOT理论，分析HG化工公司目前面临的国内外环境，行业竞争环境以及自身的优劣势，结合所学的国际市场进入模式分析以及波特竞争战略和国际市场营销4Ps 组合策略理论等，利用文献综述法以及案例分析法，得出可供企业借鉴的策略。此策略对于HG化工有限公司的国际市场开拓具有一定的指导作用，同时希望对其他企业也有一定的借鉴和参考价值 。
英文摘要：	With China's accession to the WTO system, China has a relatively competitive labor force and abundant resources. International marketing has played an extremely important role in the development of China's economy. China's various industries have gradually expanded their competitiveness in the international market. The industry has reached the world's leading level. With the increasing demand for human life, the chemical industry has also been growing day by day, and the chemical trade is also expanding day by day. Although China's technology and quality have reached the world's leading level in certain fields, the chemical industry still encounters many problems in the process of moving to the world. This paper takes HG Chemical Company as an example. This company is a professional international trade company engaged in the export of petroleum resin. It was established in 2010 and has a history of 8 years. The personnel development has also grown from 4 people to 17 now. At present, it has established branches in Europe and Canada, and have professional quality control system to guarantee consistent quality. In 2017, the export volume has reached 12,000 tons. In petroleum resin line in China, it has been among top ten for export .With the gradual increase of ethylene projects in China, there are more and more C5 and C9 fractions as raw material of petroleum resin ,which is one of by-product of the liquefied naphtha ethylene project. A certain profit margin has attracted huge capital to enter into this industry. According to statistics, the supply of petroleum resin in China will be doubled on the basis of current scale within next three years. How does HG Chemical Company make market strategies and marketing strategies to gain a foothold in an more and more competitive environment and further expand international market Share. Based on PEST environmental analysis model, five-force model and the SWOT theory, this thesis analyzes the domestic and international environment, the industry competition environment and its advantages and disadvantages that HG Chemical Company is currently facing, by combining the international market entry mode analysis, Porter's competitive strategy and the international marketing 4Ps combination strategy, by using the literature review method and case analysis method, a strategy for enterprises to learn from is obtained . This strategy has a certain guiding role on the international market development for HG Chemical Co., Ltd., and hopes there are some reference value for other enterprises.
查看全文：	预览  下载(下载需要进行登录)