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论文编号：	336
作者编号：	052259
上传时间：	2008/1/3 15:23:56
中文题目：	大连实德塑胶工业有限公司市场营
英文题目：	The Marketing Strategy Study o
指导老师：	李亚
中文关键字：	大连实德 塑料型材 SWOT分析 营<
英文关键字：	Dalian Shide Plastic profile
中文摘要：	塑料异型材与门窗自上世纪八十年代中期在我国诞生至今已经有二十年的历史，2005年全国塑料异型材总产能已接近400万吨，实际产销量也已接近200万吨。十届全国人大四次会议于2006年3月14日表决通过了关于国民经济和社会发展第十一个五年规划纲要的决议，共分为十四篇，其中第六篇为建设资源节约型、环境友好型社会，落实节约资源和保护环境基本国策，建设低投入、高产出，低消耗、少排放，能循环、可持续的国民经济体系和资源节约型、环境友好型社会。在专栏10节能重点工程中特别提出建筑节能严格执行建筑节能设计标准，推动既有建筑节能改造，推广新型墙体材料和节能产品等。而塑料门窗与传统铝合金门窗比较起来在节能、环保方面具有很大优势，生产一吨铝型材用电是生产一吨塑料型材的8.8倍，生产一吨烧碱排出0.85吨氯气，而生产一吨PVC可以消化氯气0.75~0.85吨，可以有效充分利用工业废物。而且塑料型材生产冷却用水量很少，一般是闭路循环使用，无污染。在隔热保温方面，铝合金的导热系数是塑料的1250倍，浪费了大量的电力和煤能源。快速发展的塑料异型材及门窗行业，大大推动了我国化学建材产品应用的步伐，为我国节约能源、资源及经济建设做出了巨大贡献。同时，为提高和改善我国人民的居住环境发挥了巨大作用。 化学建材产业是实德集团的主导产业，大连实德塑胶工业有限公司是生产塑料异型材的企业，目前在大连、嘉兴、银川、成都建有化学建材生产基地，四大生产基地产能已经达到108万吨。2007年在河南螺河开始建设第五大生产基地，年产规模达到8万吨。实德型材1995年进入市场，1999年开始销量居全国塑料异型材市场首位，但自2004年以来已经被竞争对手海螺型材超过，2006年销量仅为海螺型材的一半，设备生产线利用率不足30%。 本论文是对大连实德塑胶工业有限公司市场营销战略的研究，作为民营企业的大连实德塑胶工业有限公司，在产品市场需求旺盛，竞争激烈程度偏低的情况下，取得了显著的市场成绩，但目前出现了市场萎缩的不利局面，为改变这一状况，需要对企业的营销战略进行调整。 本文共分为六章。 第一章为导论。第一节介绍了本论文的背景及研究意义，本论文是在中国经济近年来的高速增长，鼓励和提倡民营企业发展的背景下，作为民营企业的大连实德塑胶工业有限公司在近三年来的市场发展缓慢，被竞争对手超越，致使企业在市场竞争中处于不利局面。通过对大连实德塑胶工业有限公司市场现状进行研究、分析，找出问题所在，并采取相应的方案、措施改变这一现状，保证公司的未来长远发展。第二节介绍了论文的研究内容和框架结构。 第二章对论文所用相关理论进行综述。第一节介绍了营销战略理论，分析了战略与企业战略、市场营销战略的定义、特征及意义。第二节介绍了本文所采用的营销战略分析工具，主要以迈克尔•波特五种竞争力量分析模型、SWOT分析、STP目标市场分析及营销组合策略为理论依据，在第三章、第四章应用这些理论对大连实德塑胶工业有限公司进行实证分析。 第三章是实德型材现状分析。第一节介绍了大连实德塑胶工业有限公司的基本情况。第二节对营销模式进行分析，包括实德型材的销售网络及营销模式进行了阐述。第三节进行五种力量分析，以客户和竞争对手分析为重点展开分析，对实德型材的客户特点进行简单扼要分析，选择海螺型材、金鹏型材和中财型材为主要竞争对手，分析了三个竞争对手的基本情况、优劣势，并对大连实德塑胶工业有限公司与三个竞争对手进行综合比较分析。第四节对公司进行SWOT分析，分析了公司内部的优势和劣势，外部的机会和威胁，针对这些组合应该采取的措施。通过现状分析认清公司的竞争现状，并为营销战略的制定和实施提供依据。 第四章是大连实德塑胶工业有限公司市场营销战略制定及实施。第一节制定了营销战略目标。第二节通过STP目标市场战略分析，对市场进行细分，并根据公司的目标和资源对细分市场进行目标选择，最后进行产品和竞争定位。第三节制定营销战略，根据前面的综合分析，制定了联盟战略和成本领先战略。第四节是营销战略实施，通过营销组合策略，包括产品策略、价格策略、渠道策略及促销策略进行营销战略实施，其中以产品和价格策略为重点。 第五章是营销战略实施保障。营销目标及战略实施，没有良好的保障措施，是难以实现的。本章对影响营销战略实施的最重要的因素提出建议，主要以运营资金保障、提高员工素质、调整薪酬策略为保障措施进行探讨，以保证公司营销战略顺利进行，并实现营销战略目标。 第六章是结论。首先总结出本论文的最终结论，然后指出本论文的不足之处。 其中第三章、第四章、第五章是本文的重点。 作者通过在南开大学商学院的学习，掌握了管理及相关市场营销理论，并将部分理论应用到大连实德塑胶工业有限公司实际工作中，既锻炼了自己，又对企业做出了一定的贡献。通过本论文的写作，作者将理论和实际工作进一步结合，对大连实德塑胶工业有限公司的现状进行了较深入地分析，制定了营销目标及应采取的营销战略，并提出了可操作性的实施方案和保障措施，对公司的当前及未来发展具有指导意义，并为行业内的企业及人士提供了有价值的参考信息。
英文摘要：	Plastic Profile and door-window has been 20 years since the mid 1980s in China, the national plastics profile output got to nearly 4 million tons in 2005, and the actual production and sales was 2 million tons. The Fourth Session of the 10th National People's Congress in March 14, 2006 that voted on the adoption of national economic and social development program for the 11th Five-Year plan, is divided into 14, the sixth article of the construction of a resource-saving and environment-friendly society, implement the basic national policy of resource conservation and environmental protection, and build the low-input, high output, low consumption, low emissions, circular-sustainable national economic system and a resource-saving and environment-friendly society. The plastic profile and door-window industry has greatly promoted the application of chemical building materials in China, it has made tremendous contributions to saving energy, it improves the living conditions of our country people at the same time. Chemical building materials industry is the leading industries of Shide Group currently, Dalian Shide Plastic Industry Co., Ltd. is the production of plastic profile enterprise, it built chemical building materials production base in Dalian, Jiaxing, Yinchuan and Chengdu currently, the production capacity of four major production base has reached 1.08 million tons. It began to construct the fifth production base with annual production scale reached 80 thousand tons in Henan Luohe in 2007. The sale amount was No.1 from 1999, but it had been exceeded by Conch profile since 2004, the sales is only half of Conch profiles in 2006, production line equipment utilization is less than 30%. This paper is marketing strategy research of Dalian Shide Plastic Industry Co., Ltd., as a private enterprise, achieved notable market performance in the strong demand in the market and at the low level of competitive circumstances, but it is in a disadvantageous situation currently, it must adjust the marketing strategy of enterprise to change this situation. This paper is divided into six chapters. Chapter 1 is the introductory remarks. Section I of this paper introduced the background and significance. This paper is the high-speed growth of Chinese economy in recent years, encourage and promote the development of private enterprises background, as a private enterprise of Dalian Shide Plastic Industry, Ltd. was slow development of the market in the past three years, was exceeded by being competitors, so that enterprise is in a disadvantageous situation in market competition. The Dalian Shide Plastic Industry, Ltd. status of market research, analysis, identify the problems and implement the program and measures to change this situation and ensure its future long-term development. Section II presents on the content and structure of the framework of this paper. Chapter II, the correlative theory of the paper was reviewed. Section I introduced marketing strategy theory, the analysis of strategic and corporate strategy, marketing strategy definitions, characteristics and significance. Section II presents marketing strategy analysis tools, involve mainly the five competitive forces model of Michael Porter, SWOT analysis, STP target market analysis and marketing mix strategy as the theoretical basis, the application of these theories of in Chapter III, IV. Chapter III is Present situation analysis of Shide profile. Section I introduced the basic situation of Dalian Shide plastic Industry Co, Ltd. Section II is marketing pattern analysis, including Shide profile sales network and marketing pattern. Section III is the five forces analysis. Customers and competitors are focused on. Analyzed the customer profile of Shide, choosed the Conch Profile, Jinpeng profile and Zhongcai profile as major competitors, analyzed the basic situation of the three competitors, the advantages and disadvantages, and Dalian Shide Plastic Industry, Ltd. and three competitors comprehensive comparative analysis. The fourth section is SWOT analysis against the company, the company's internal analysis of the strengths and weaknesses, external opportunities and threats, the portfolio should be taken against these measures. Through analysis of the status quo clearly understand the company's competitive status, as well as provide the basis of marketing strategy for the formulation and implementation. Chapter IV is Dalian Shide Plastic Industry Co., Ltd. marketing strategy development and implementation. Section I developed a marketing strategy objectives. Section II STP target markets strategic analysis, segmenting market, according to the company's objectives and resources on market segments for target selection, then product and competitive positioning. Section III develop marketing strategy, according to previous analysis, developed a strategic alliance strategy and cost leader strategy. The fourth is the implementation of marketing strategy through the marketing mix, including product tactic, price tactic, place tactic and promotion tactic, as the implementation of the strategy of marketing strategy. Chapter V is the safeguards of marketing strategy. Marketing objectives and the implementation of the strategy, if without a good safeguard measures, it is difficult to realize. This chapter make recommendations on the most important factors of implementation of marketing strategy, the main are operating funds guarantee, improve staff quality, adjustment salary strategy as guarantee measures for the company marketing strategy implementation and achievement of marketing goals. Chapter VI is the conclusion. Firstly it summed up the final conclusions of this paper, and then pointed out that this paper deficiency. The Chapter III, IV, V is the focus of this paper. The author studied in Nankai University Business School and mastered the management and related marketing theory, and worked for Dalian Shide Plastic Industry Co., Ltd. by this theory. Through the writing of this paper, the author unified the theory and the practical work in close, analyzed deeply for the status of Dalian Shide Plastic Industry Co., Ltd., and set down marketing objectives and strategy, and proposed a workable program and the implementation of safeguard measures, it had guiding significance for the company's current and future development, and provided the valuable reference information for enterprises and industries.
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