联系我们

论文查询结果	返回搜索

论文编号：	5069
作者编号：	2220120485
上传时间：	2013/5/23 17:05:41
中文题目：	赛纳福公司阳离子单体产品的营销策略
英文题目：	The marketing strategy on Saina fu cation monomer product Co.,LTD
指导老师：	马连福
中文关键字：	化工企业 营销策略 渠道差异化 价格差异化
英文关键字：	chemical company, marketing strategy, differentiated channel, differentiated price
中文摘要：	自2000年以来，国家“十二五”规划将污水处理放入了重点发展产业，我国的污水处理行业就得到了迅猛发展，预计在2015年我国的污水处理率将达到70%，这为污水絮凝剂的生产企业提供了广阔的发展空间。赛纳福公司位于湖南省岳阳市云溪工业园,主要生产阳离子单体及聚合物等污水处理絮凝剂，是上海赛博化工有限公司全资子公司，产品远销东南亚及欧洲国家，深受用户好评。本文主要研究在阳离子单体行业迅猛发展的阶段，行业竞争日益激烈的境况下，赛纳福公司如何利用差异化营销策略应对竞争对手的挑战。本文第一章是绪论部分，主要介绍市场营销理论和竞争战略理论,第二、三章主要介绍赛纳福公司内外部营销环境与该公司的营销现状。本文第四章主要结合赛纳福公司的营销现状、内外部环境分析、通过引入迈克尔.波特的五力竞争模型分析、顾客价值分析等，在研究阳离子单体行业的竞争现状和市场特点基础上，深入了解污水行业的现状并对污水化学品生产企业的技术工艺、生产品质、价格和材料渠道进行了分析。结合赛纳福公司自身特点,从原材料供应商的运输便利、价廉优势、品质保证等方面的考虑、综合赛纳福公司的成本分析、研发队伍建设分析、渠道建设分析、差异化定价策略分析等，通过分析竞争对手，了解竞争队手的营销策略。以应用技术为出发点帮助客户解决实际使用问题，让客户实现利润最大化的价值联盟。本文第五章着重介绍阳离子单体在差异化营销过程中，赛纳福公司通过建设技术差异化、渠道差异化、价格差异化来赢得消费者的购买力，与竞争对手形成不同的营销策略，赛纳福公司通过品质差异化、渠道差异化和价格差异化的保障措施等方面进行深入研究，系统、全面地提出了建设差异化营销体系的保障与措施，得出赛纳福公司实现差异化营销的主要条件和方法。本文的研究成果将对阳离子单体行业内企业应对激烈的市场竞争，如何超越竞争对手，实现阳离子单体差异化营销策略，提升企业的核心竞争力，具有重要的借鉴和参考意义。
英文摘要：	Since 2000, due to the fact that the administration highlight the sewage treatment industry in the "12th Five-Year " plan, China's sewage treatment industry has been developing rapidly, and it is expected in 2015, China's sewage treatment rate will reach 70%, providing spacious market to the companies which offers sewage flocculant. Yueyang Saina Fu Chemical Co., Ltd, located in Yueyang City, Hunan Province Cloud River Industrial Park, mainly provides the cationic monomer and polymer, such as sewage treatment flocculants such as polymer, a wholly-owned subsidiary of Shanghai Cyber Chemical Co., with products exported to countries in Southeast Asia and Europe , highly praised by customers.This paper studies how the Yueyang Saina Fu Chemical Co., Ltd. affront challenge from competitors with differentiated marketing strategy in cationic monomer industry currently with rapid growth and increasing competition.The first chapter is the introduction, which introduces the marketing theory and the theory of competitive strategy, the second and third chapter explain the internal and external marketing environment and the Saina Fu 's marketing status.The fourth chapter according Saina Fu's marketing status, internal and external environment, through the introduction of Michael Porter's five forces competitive model analysis, starting with understanding cationic monomer industry competition and the market characteristics, a deep exploration on the industry status, technical process, product quality, pricing, channeling were made. Hence combined with Saina Fu’s own characteristics, in terms of material choosing, cost analysis, technology improvement and pricing, we analyzed how to maximize the value chain staring from applying technology to resolve client’s problemThe fifth chapter focuses on cationic monomer in the process of differentiated marketing, Saina Fu Company through the construction of technology differentiation, channel differentiation, price differentiation to win the purchasing power of consumers and competitors to form different marketing strategies, according of the research of quality differentiation, channel differentiation and price differentiation safeguards system, Saina Fu explian the construction of differentiated marketing system security measures, draw Saina Fu differentiated marketing conditions and methods. The results of this research will provide significant reference for companies provding cationic monomer to affront with the fierce competition with differentiated marketing strategy, and to enhance the core competitiveness of enterprises.
查看全文：	预览  下载(下载需要进行登录)