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论文编号：	15942
作者编号：	2320233802
上传时间：	2025/12/22 10:20:48
中文题目：	J管业集团阻氧耐热聚乙烯管道天津市场营销策略研究
英文题目：	Research on Marketing Strategies for PE-RT/EVOH of J pipe Group’s Plastic Pipes In Tianjin Market
指导老师：	刘建华
中文关键字：	塑料管道；阻氧耐热聚乙烯（PE-RT/EVOH）管道；市场营销策略
英文关键字：	Plastic Pipe Industry；PE-RT/EVOH；Marketing Tactics
中文摘要：	随着建筑行业对管道性能要求的提升，阻氧耐热聚乙烯（PE-RT/EVOH）管道凭借优异的耐热性、耐腐蚀性及卓越的阻氧性能，成为建筑供暖的关键材料。阻氧功能可有效防止氧气渗入管道系统，避免金属部件氧化腐蚀，延长系统使用寿命，契合现代建筑节能与环保需求。天津市发布的《天津市集中供热住宅计量供热设计规程》明确要求，采暖管道系统应采用阻氧型管材，以保障供热系统稳定性与安全性，这为阻氧耐热聚乙烯（PE-RT/EVOH）管道在天津市场带来广阔发展空间。在此背景下，研究J管业集团阻氧耐热聚乙烯管道天津市场营销策略具有重要的现实意义。? 本研究综合运用PEST模型、波特五力模型、SWOT分析等工具，深入剖析J管业集团PE-RT阻氧管道的营销环境。PEST模型分析显示《天津市集中供热住宅计量供热设计规程》等政策为行业发展提供政策支持；城镇化进程加速与基础设施建设投入增加带动管道需求增长；消费者对建筑品质与环保材料关注度提升为产品推广创造有利条件。波特五力模型分析表明，行业内现有企业竞争激烈，供应商与购买者议价能力对企业利润空间形成压力。SWOT分析结果显示，J管业集团具备技术研发能力强、产品质量可靠等优势，但存在营销渠道单一等劣势；面临政策推动等机会，同时需应对竞争加剧等威胁。 基于上述分析，本研究运用STP营销战略与4P营销组合理论，提出针对性营销策略。在STP战略方面，聚焦天津区域地暖管道细分市场；选择对阻氧管道需求较大的房地产开发商、总包单位、家装客户作为目标市场；以“行业一流产品”进行市场定位。在4P营销组合策略上，产品策略强调优化产品系列；价格策略采用价值导向定价；渠道策略拓展线上线下融合模式；促销策略通过多种营销方式，提升品牌知名度与产品市场认知度。? 本研究旨在为J管业集团阻氧耐热聚乙烯管道提供科学的营销策略优化方案，助力企业在激烈的市场竞争中把握机遇，提升市场份额与品牌影响力，同时为同行业企业营销策略制定提供参考与借鉴。
英文摘要：	With the increasing requirements for pipeline performance in the construction industry, oxygen-barrier heat-resistant polyethylene (PE-RT/EVOH) pipes, boasting excellent heat resistance, corrosion resistance and outstanding oxygen-barrier performance, have become a key material for building heating systems. The oxygen-barrier function can effectively prevent oxygen from penetrating into the pipeline system, avoid oxidative corrosion of metal components, and extend the service life of the system, which is in line with the energy-saving and environmental protection needs of modern buildings. The Tianjin Municipal Code for Design of Residential Metered Central Heating Systems issued by Tianjin Municipality clearly stipulates that oxygen-barrier pipes should be used in heating pipeline systems to ensure the stability and safety of heating systems. This has brought broad development space for oxygen-barrier heat-resistant polyethylene (PE-RT/EVOH) pipes in the Tianjin market. Against this background, studying the Tianjin marketing strategy for oxygen-barrier heat-resistant polyethylene pipes of J Pipe Group holds important practical significance. This study comprehensively uses tools such as the PEST model, Porter's Five Forces Model, and SWOT analysis to conduct an in-depth analysis of the marketing environment for PE-RT oxygen-barrier pipes of J Pipe Group. The PEST model analysis shows that policies like the Tianjin Municipal Code for Design of Residential Metered Central Heating Systems provide policy support for the development of the industry; the accelerated urbanization process and increased investment in infrastructure construction drive the growth of pipeline demand; and the enhanced attention of consumers to building quality and environmentally friendly materials creates favorable conditions for product promotion. The Porter's Five Forces Model analysis indicates that the competition among existing enterprises in the industry is fierce, and the bargaining power of suppliers and buyers exerts pressure on the profit margins of enterprises. The SWOT analysis results show that J Pipe Group has advantages such as strong technological R&D capabilities and reliable product quality, but also has disadvantages like a single marketing channel; it faces opportunities such as policy promotion, while also needing to cope with threats such as intensified competition. Based on the above analysis, this study applies the STP marketing strategy and the 4P marketing mix theory to propose targeted marketing strategies. In terms of the STP strategy, it focuses on segmented markets such as the real estate sector in Tianjin; selects customers with relatively high demand for oxygen-barrier pipes as the target market; and positions its products in the market as "first-class products in the industry". In terms of the 4P marketing mix strategy, the product strategy emphasizes optimizing the product series; the pricing strategy adopts value-oriented pricing; the channel strategy expands the online-offline integration model; and the promotion strategy aims to enhance brand awareness and market recognition of products through various marketing methods. This study intends to provide a scientific marketing strategy optimization plan for the oxygen-barrier heat-resistant polyethylene pipes of J Pipe Group, helping the enterprise seize opportunities in the fierce market competition, increase its market share and brand influence. At the same time, it also provides references for other enterprises in the same industry to formulate their marketing strategies.
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