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| 论文编号： | 3797 | |
| 作者编号： | 2120092767 | |
| 上传时间： | 2011/11/26 23:48:01 | |
| 中文题目： | 空气化工公司液态气体产品市场营销战略研究 | |
| 英文题目： | Research on the marketing strategies of Liquid Gas in Air Products Corporation | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 空气化工 液态气体 市场定位 营销战略 | |
| 英文关键字： | Air Products; Liquid Gas; Market Positioning; Marketing Strategy | |
| 中文摘要： | 随着中国经济的持续发展提高，全球各制造行业的著名企业越来越重视在中国的发展，尤其是一些著名的跨国公司，更是把中国作为新的战略重地。很多研发中心，制造中心，亚洲地区的总部都搬迁到中国，可见这些企业对于中国市场的重视。作为气体化学品领域之一的液态气体行业也是如此，尤其是在国家政策开放和欢迎的态度下，使得中国市场所呈现出来的巨大消费能力和消费潜力，吸引了众多国际巨头公司的目光，而他们带着巨额资金、先进技术、和管理经验等各个方面的优势，进入了中国市场，使得市场竞争更加异常的残酷。空气化工产品公司自1940年创建以来，在全球气体化学品行业中名列前茅，是最早关注中国市场的气体化学品公司之一，并在20世纪80年代就进入了中国市场。本文以空气化工产品公司为研究对象，以其液态气体产品为切入点，重点研究空气化工产品公司在中国市场的营销战略，通过分析公司的内外部环境，分析与竞争对手相比较的优势、劣势、机会和威胁，并通过针对市场细分和分析目标市场，确定公司的目标市场定位和战略选择。通过对营销环境和竞争力的分析，并针对营销组合战略的应用，具体分析液态气体在产品、价格、渠道和促销上的实施，从而得出适合公司的营销组合战略。希望通过本文，能够为空气化工公司提出有价值和实质性帮助的建议，为公司在今后的市场竞争中提供有效的理论帮助和市场营销的战略支持。同时，也是我个人从优秀企业中通过工作和学习，体会学过的管理知识和营销理念，并有助于规划好未来的工作方向和目标。 | |
| 英文摘要： | With the sustained economic development and improvement in China, in the manufacturing industry, top enterprises more and more attention to China's development, especially in some well-known foreign companies. China has even more be a new important strategic base in Asia regional, a lot of headquarters, R & D centers, manufacturing centers have moved to China, showing that these companies focus on the Chinese market seriously. As one of the areas of gas chemicals industry, gas liquid, too. Especially in the national policy more open and welcoming attitude, making the Chinese market presented huge spending power and consumption potential, attracting the attention of many international giants, and they take huge amounts of capital, advanced technology, and management experience in various areas, to enter the Chinese market, making the market more unusual cruelty. Since it was founded in 1940, Air Products was a top company in the global gas chemicals industry, and it was one of the first gas chemicals company concerned of the Chinese market, and entered the Chinese market in 1980. In this thesis, take Air Products for example, with its liquid gas products as the starting point, focusing on the marketing strategy of Air Products in China market, analysis the internal and external environment of the company, and analysis its strengths, weakness, opportunities and threats, and through analysis for market segmentation and target market, determine the company's target market positioning and strategic choice. Through the analysis of marketing environment and competitive, the application of marketing mix strategy, specific analysis of liquid gas in the product, price, place and promotion of the implementation, so as to come for the company's marketing mix strategy. Hope this thesis can be valuable for the Air Products and substantive help to it. In the future, to help provide effective theory and marketing strategy support in the competition market. At the same time, in my personal viewpoint, have the more management of knowledge, marketing ideas and experiences through working and learning from this company, and benefit to my direction of work plan and objectives in the future. | |
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