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论文编号：	14250
作者编号：	2320213687
上传时间：	2023/12/9 23:05:43
中文题目：	ESM公司特种化学品纤维素酯中国市场营销策略研究
英文题目：	Research on marketing Strategy of ESM’s company specialty chemical of Cellulose Ester in Chinese market
指导老师：	许晖
中文关键字：	特种化学品；纤维素酯；中国市场；营销策略；
英文关键字：	Special chemicals；Cellulose eater；China Market；Marketing management
中文摘要：	本文研究的ESM特种化学品公司总部位于美国，是一家全球性的生产特种材料和添加剂的国际化公司。自1962在香港成立办事处，经过在华60多年的发展与布局，其公司生产的纤维素酯系列产品作为特种化学品在香烟丝束、纺织纤维、涂料、模塑成型塑料以及LCD等细分行业占据龙头甚至垄断的地位。但近些年来，随着中国经济飞速增长以及国内化工技术水平的不断提升，特种化学品在中国蓬勃发展，纤维素酯产品市场竞争变得日益激烈，而且在 “双碳” 目标和能源转型的推动下，国内环保政策不断收紧，特种化学品纤维素酯的使用与拓展受到了来自市场与环保政策的双重挑战。 随着纤维素酯市场竞争的日益加剧，ESM化工纤维素酯在中国市场的营销以及推广过程存在的一些问题制约了产品的进一步推广，本文首先介绍了国内外纤维素酯的行业发展状况，然后通过PEST理论分析了在中国市场纤维素酯产品的宏观市场环境，紧接着ESM公司所处的竞争环境进行了分析并介绍了伊士曼纤维素酯产品的发展概况，通过SWOT优略势分析指出了目前存在的营销问题，从STP营销战略以及4P营销策略的角度制定了针对ESM化工纤维素酯产品的营销解决方案，并从组织架构和制度保障、质量保障以及技术保障等方面提出了保障要求，确保了营销策略的实施，以期帮助公司在中国未来的市场竞争中能一直保持其独特的竞争优势，实现长远稳定的发展。 本文的创新之处在于，针对产量小、产品附加值高、技术含量高的特种化学品市场在营销推广过程中，区别于基础化学品，更加注重产品技术化的营销推广方式。其次，通过对ESM公司特种化学品纤维素酯产品在中国营销推广目前存在的问题刨析，从产品、价格、渠道以及促销四个方面为其提供了定制化的营销策略。最后，期望本论文能够给国内的同行在推广和制定特种化学品营销策略时有一定的借鉴作用。
英文摘要：	ESM specialty chemicals company headquartered in US is a global company that produces specialty materials and functional additives. Since ESM established its branch office in Hongkong in 1962, along with more than 60 years of development and layout, cellulose ester series products as ESM’s key products have becoming a leading position using in segmented industries such as cigarette tow, textile, coating, specialty plastic and LCD film. In recent years, with the rapid growth of China's economy and the continuous improvement of domestic chemical process technology, specialty chemicals are booming in China and the competition in the cellulose ester product has become increasingly fierce. Moreover, driven by the "dual carbon" goal, energy transformation, and environmental policies continuously tightened, cellulose ester products as specialty chemical have facing serious challenges. With the increasing competition in cellulose ester, some issues in China’s marketing promotion of ESM Chemicals company have constrained its further development. This thesis firstly introduces cellulose ester’s industrious development status and conducts external environmental analysis of China’s cellulose ester through PEST theory and followed by a deep analysis of competitive environment in cellulose ester, overviewing ESM Company's cellulose ester development history, and pointing out marketing issue through SWOT analytical method. With that, Author formulate STP and 4P’s marketing strategy and guarantee requirements are proposed from three aspects of organization and institution, quality, and technology to ensure well implementation. All those efforts are going to help the company maintaining its unique competitive advantage in China and achieving long-term stable development. The innovation of this thesis lies in the way of marketing promotion of special chemical markets with small scale, high added value, and high technology, completely differentiated from basic chemicals, which pay more attention on product functionalization, coupling with high value-added technical service. Secondly, by analyzing market promotion issues of ESM specialty chemical cellulose ester products in China, the author aims to provide customized marketing strategies for ESM from product, price, place, and promotion strategy. Finally, we also wish to provide some references for domestic peers in promoting and formulating special chemical marketing strategies.
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