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| 论文编号： | 5701 | |
| 作者编号： | 2220120407 | |
| 上传时间： | 2013/12/2 17:34:39 | |
| 中文题目： | 云天化聚甲醛产品（POM）市场营销策略研究 | |
| 英文题目： | Study on the Yuntianhua POM marketing strategy | |
| 指导老师： | 许晖 | |
| 中文关键字： | 聚甲醛（POM）产品、市场分析、营销策略 | |
| 英文关键字： | Polyacetal(POM) Market Analysis Marketing Programme | |
| 中文摘要： | 有机化工作为云天化四大支柱产业之一，其核心产品聚甲醛于上世纪九十年代末成功打破国外技术垄断，引进波兰ZAT技术，实现中国生产聚甲醛零的突破后，历经十余年的发展积累，依靠持续扩大规模建设，不断进行消化吸收，全力部署营销战略并在公司各方共同努力下，现已形成的产能规模居世界前列，国内第一；同时，呈现出质量不断提升，研发逐步健全，市场地位和市场形象不断上升的良好发展态势。但是随着技术壁垒的打破，国内生产聚甲醛产品的厂家越来越多，市场竞争日益激烈，作为聚甲醛产业在国内市场的龙头，要实现做强做大，势必在质量和营销上期待突破。本论文运用市场营销观念，结合云天化聚甲醛当前的实际情况，对聚甲醛的供需情况，客户状况，竞争对手情况，存在的问题和应对措施进行认真分析和研究，从而提出下一步云天化聚甲醛在激烈的竞争中能立于不败之地的一些想法和建议。本选题首先直接分析聚甲醛环境状况和竞争对手的情况，通过对市场的供需分析及竞争对手的销售策略和定位，从而认真分析目前云天化聚甲醛的营销状况，认清公司聚甲醛存在优势和劣势，深入了解公司产品的品质及运用范围，找出在营销过程中存在的问题，从而结合公司产品的性质，价格定位，渠道，提出对云天化聚甲醛下一步的营销规划及其实施保障，以便为云天化聚甲醛作为市场的领先者出谋划策。 关键词：聚甲醛（POM）产品、市场分析、营销策略 | |
| 英文摘要： | Organic chemical is one of the four pillar industries of Yuntianhua. Its core product polyacetal(POM) technology was imported from Poland at the end of 1990s which successfully brokethrough the technological monopoly of other countries. Thanks to its various efforts in continuous scaling up, technical digestion and absorption as well as good sales strategies, Yuntianhua has become the biggest polyacetal(POM) producer in China, having capacity significantly standing in one of the first few positions in the whole world. Yuntianhua POM industry has been appearing a quite good developing trend with continuous improving product quality and day by day more accomplishing research facilities, which consequently resulting a stronger position and better market image. However, after the technological monoply was brokenthrough, more and more POM producers have been emerged in China, stronger and stronger competition has been therefore created. Being the leading company in the Chinese POM market, the only way to be still strong and powerful is to achieve further breakthrough in product quality and sales strategies. This thesis by applying marketing concept and integrating the present situation of Yuntianhua, conducted a deep analysis and study to the polyacetal(POM) supply and demand, customers’ status, competitors’ situation, existing problems Yuntianhua is facing as well as measures to be taken, accordingly proposed ideas and suggestions for Yuntianhua in how to stand in the indefectible position in the next step of strong competition. This thesis first of all analyzed the present polyacetal(POM) marke environment and competitors’ situation. Through analyzing supply and demand, competitors’ marketing strategy and orientate, it detected the advantages and disadvantages of Yuntianhua polyacetal(POM), by recognizing Yuntianhua product quality and application fields, it found out the problems existed in the marketing; and by integrating product characteristics and pricing philosophy, it proposed the marketing programme as well as its execution safeguarding, aiming at giving some ideas in keeping Yuntianhua in the leading position of Chinese polyacetal(POM) market. Keywords: Polyacetal(POM) Market Analysis Marketing Programme | |
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