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论文编号：	11106
作者编号：	2320170705
上传时间：	2019/12/6 21:44:48
中文题目：	Q公司改性塑料产品营销策略优化研究
英文题目：	Research on Q company’s marketing strategy optimization of modified plastic products
指导老师：	牛建波
中文关键字：	改性塑料；营销环境；营销策略；实施保障
英文关键字：	Modified plastics; Marketing environment; Marketing strategy; Implementation guarantee
中文摘要：	伴随着中国经济的持续快速发展，中国改性塑料行业也正在从当初产业链的规模化、专业化到功能化、精品化进而达成未来向轻量化、生态化、智能化的发展方向转变。Q公司成立18年以来，经历了由专属大型家电集团下属配套公司向全面社会化企业的转变，公司主要负责改性塑料的研发、生产和销售，企业规模位居国内同行业前列，其生产的改性塑料在家电、汽车、电子等行业有着非常高的影响力。但是，目前伴随市场竞争的日益加剧和行业内产品的转型升级，Q公司没有及时应对做出适应行业和公司发展的营销策略，导致近年来公司营业收入，利润等增速缓慢，市场综合竞争力下降。因此如何在激烈的竞争中占得先机，提升公司的改性塑料产品竞争力，达成公司战略目标，营销策略的调整和优化就显得额外重要。 本文以市场营销为研究方向，运用了与市场营销相关的理论和工具，以Q公司为研究对象，针对Q公司目前的营销策略现状和问题，通过PEST、波特五力模型、SWOT分析、STP策略、问卷调查等工具，结合Q公司的战略目标，优化并重新制定出适合Q公司发展的营销策略。最后从营销策略实施保障的角度入手，提出了一系列的保障方案，确保营销策略优化可以实施落地，从而引领企业健康可持续发展。 本文对于Q公司的营销策略优化进行了详尽的剖析，对于Q公司实现其战略目标有一定的实践意义。同时对于改性塑料等工业品企业制定和优化营销策略有一定的借鉴意义，希望相关企业可以从本研究中获益。
英文摘要：	With the continuous rapid development of China's economy, the development direction of the modified plastics industrial chain in China is changing from the large-scale specialized to functional and quality focused. There is a further focus on lightweight, ecological and intelligent in relation to production. Since the establishment of Q company 18 years ago, the company has experienced the transformation from a subsidiary company of a large household appliance group to a fully socialized enterprise. The company mainly specialized in research and development, production and sales of modified plastics. Its scale ranks among the top in the industry in China, and its modified plastics products have a very high influence in the home appliances, automobiles and electronics industries. However, with the increasingly fierce market competition and the transformation and upgrading of products in the industry, Q company has not made timely marketing strategies to adapt to the development of the industry, causing the growth rates of the operating income, profits and other factors which are directly linked to its growth to be slowing down in recent years. Futhermore, it could be argued that this shortsightedness led directly to the decline in its overall market competitiveness. Therefore, how will Q company take the lead in this fierce competition, improve the competitiveness of the company's modified plastic products, achieve the company's strategic objectives, the adjustment and optimization of marketing strategy is extra important. Based on marketing research, using the related marketing theory and tools, taking Q company and its current situation and problems as the research object, applying PEST, porter's five forces model, SWOT analysis, STP strategy, questionnaire survey and other tools, combining with the company's strategic target to optimize and re-formulate the appropriate marketing strategy for the company. Finally, from the perspective of implementation guarantee of marketing strategies, a series of guarantee schemes are proposed to ensure that the optimization of marketing strategies can be implemented, so as to lead the healthy and sustainable development of enterprises. This thesis makes a detailed analysis of the optimization of Q company's marketing strategy, which has certain practical significance for Q company to achieve its strategic goals. At the same time, it can be used as a reference for modified plastics and other industrial enterprises to formulate and optimize marketing strategies. It is hoped that relevant enterprises can benefit from this study.
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