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论文编号：	12125
作者编号：	2320170341
上传时间：	2020/12/12 20:27:01
中文题目：	鹤实联公司的营销策略提升研究
英文题目：	Research on Promotion of Marketing Strategy of Heshilian Company
指导老师：	于斌
中文关键字：	中小化工企业；营销策略；鹤实联公司
英文关键字：	Small and medium-sized chemical enterprises；Marketing Strategy； Heshilian Company
中文摘要：	改革开放四十多年以来，中国经济迅速腾飞，工业化水平不断提升，人民 生活品质逐步提高。化工行业也向外开放，得到迅速成长。截至 2018 年，中国 化工总量已经是世界第一，是利润总额增长最快的行业。中国汽车保有量持续 提升并潜力巨大，中国已成为世界最大的润滑油市场。并且，随着偶有事故发 生，化工行业的安全生产也成为我国从政府到社会越来越重视的主要工作之一。 对于我国中小化工企业来说，将会面临越来越严格的考验与愈加激烈的竞争。 本文对天津市鹤实联科贸有限责任公司作出简要的介绍，对代表性化工产 品——润滑油的营销进行了阐述。基于迈克尔?波特的波特五力分析模型，进行 市场调研、分析比较市场环境等，找出自身优势，并发现其面临的产品同质化、 营销策略执行不力等制约其发展的不足。同时，基于菲利普?科特勒的 4Ps 营销 组合理论，思考新形势下如何突破自身桎梏，谋求创新式发展，提升企业管理 与营销转型升级等应对。以降低营销成本、提升润滑油产品销售为目的，对鹤 实联化工的营销策略的提升从产品、定价、渠道与促销等四部分提出相关建议。 并制定了从组织保障、注重文化建设、可靠的产品质量保障以及生产线与物流 等全流程的风险控制等相应的保障措施，以提升客户满意度，确保营销策略提 升的落地执行。使得鹤实联可以在日趋激烈的竞争环境中锋芒毕露。 本文以鹤实联公司的实际调研结果为基础数据，结合相关中小型化工企业 的资料，采用理论结合实际的方法对我国中小化工企业所面临营销等共性问题 进行了科学分析和讨论，并通过结合相关营销理论方法和实践数据为中小型化 工企业在新形势下的企业升级转型提供了较为有效实际的解决方案并进行了验 证总结。本文通过对鹤实联公司的营销策略提升研究，得出了较为切实可行的 研究结论，不但可以提升鹤实联公司的营销效率，为润滑油产品的全面发展提 供了有效的建议，让更多客户了解这项产品，还希望对其他中小化工企业的营 销策略提供理论参考价值与现实指导作用，为其他相关行业提供借鉴。
英文摘要：	More than 40 years of reform and opening up, China's economy has boosted without rivalry especially after the implementation of the reform and opening-up policy, which leads to its current high level of industrialization and dramatic improvement of the quality of people's life. As an important corner stone of the economy, the China chemical industry has also opened itself up to the whole world and grown rapidly as an important global player. By 2018, China has become the world's largest chemical producer and market, with its profitability and total profit among the fastest growing and highest industries. With respect to the lubricating oil sector, China has also become the world's largest market considering the continuous increase of car ownership and its huge potential. While with the occurrence of occasional accidents, the safety issue of the chemical industry has become one of the main concerns that draws more and more attention from the government as well as the whole society. Therefore for the small and medium-sized chemical enterprises in China, if they want to take a share of the market they have to face more challenges and competition than ever before. This thesis makes a brief introduction to Tianjin Heshilian Science and Trade Co. Ltd, and expounds the marketing of its representative chemical product- lubricating oil. Based on Michael Porter's Five Forces analysis model, this thesis conducts market research, analyzes and compares the market environment etc., to find out the company’s advantages and shortcomings, such as product homogeneity and ineffective implementation of marketing strategies, which restrict its development. Meanwhile, based on Philip Kotler's 4Ps marketing mix theory, this thesis considers how to break through the shackles, seeking innovative development, improving enterprise management and marketing transformation under the new situation. In order to reduce the marketing cost and improve the sales of lubricating oil products, suggestions are put forward for the promotion of the marketing strategy of Heshilian Chemical in four aspects: product, pricing, channel and promotion. In addition, relevant guarantee measures such as safety production, reliable product quality and Abstract III optimized organizational structure, and emphasis on cultural construction have been formulated to improve customer satisfaction and to ensure the implementation of the promotion of marketing strategy, to make sure Heshilian can stand out in the fierce competition in the industry. By employing the actual investigation findings and real data of Heshilian Company as fundamental analysis base, as well as the data of relevant small and medium-sized chemical enterprises, this thesis adopts the method of combining theory with practice to scientifically analyze and discuss the common problems faced by small and medium-sized chemical enterprises in China, such as immature marketing strategy formulation and ineffective implementation of marketing strategy. And through the combination of relevant marketing theory and practice data for small and medium-sized chemical enterprises, this thesis provided more effective and practical solutions as well as verification and summary in the new situation of enterprise transformation. Through the research and study on the promotion of Heshilian's marketing strategy this thesis draws a more practical conclusion which not only improves the marketing efficiency for Heshilian company, provides effective suggestions for the comprehensive development of lubricating oil products so that more customers can come to know and understand the product, but also hopes to provide theoretical reference and practical guidance for the marketing strategy of other small and medium-sized chemical enterprises, and further on to provide reference for other related industries.
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