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论文编号：	5796
作者编号：	2120112841
上传时间：	2013/12/4 19:42:27
中文题目：	LG渤海公司营销战略研究
英文题目：	The Study of Marketing Strategy of LG-Bohai Chemical Company
指导老师：	韩德昌
中文关键字：	LG渤海公司;营销环境分析;营销战略;营销组合策略
英文关键字：	LG-Bohai chemical company;Marketing environment analysis;Marketing strategy;Marketing mix strategy
中文摘要：	氯碱工业是资源和资本密集型的基础原材料产业，迄今已有百余年的发展历史。产品广泛应用于农业、石油化工、轻工、纺织、建材、电力、冶金、国防军工、食品加工等国民经济命脉部门。发达国家氯碱工业发展成熟，后续的市场增长空间有限。以中国为代表的新兴国家氯碱工业依托本地经济发展和市场需求，规模实力快速扩张，并已迅速成为全球氯碱工业当中不可忽视的重要组成部分。中国等新兴氯碱大国的崛起既改变了原有的市场格局，同时面临着日益复杂、激烈的市场竞争。作为在氯碱行业最早成立的合资企业，LG渤海公司以其先进的生产设备，可靠的产品质量以及优质的服务在中国市场取得了长足的发展。然而，随着行业的快速增长，各个厂家也纷纷加大投入，行业产能急剧增加。一直以来以技术领先和行业领先为导向的LG 渤海化学公司不得不面临着愈发激烈的市场竞争，因此公司在市场营销方面存在着较大的改善空间。 本文共分为六章，第一章与第六章分别为绪论和结论，第二章至第五章是论文研究的重点章节。首先，在第一章中介绍了论文的选题背景和研究意义、研究内容及方法。第二章中的相关理论回顾对论文中所用到的环境分析方法 、目标市场营销理论、竞争战略理论和市场营销组合理论进行了回顾。第三章主要运用PEST分析法分析了LG渤海的宏观环境，五力模型分析了LG渤海的竞争环境，并运用SWOT分析法分析了LG渤海的内部环境。第四章分析了LG渤海的市场定位及营销战略选择。第五章介绍了LG渤海如何实施营销战略以及实施过程中的保障措施。第六章是对全文所分析的LG渤海营销战略进行了总结。 本文借鉴了大量的国内外文献和行业研究资料，对LG渤海营销战略进行了研究，希望能够制定出一套适合LG渤海公司自身特点的营销战略，同时能够对相关氯碱行业的发展提供启示。 关键词：LG渤海公司 营销环境分析 营销战略 营销组合策略
英文摘要：	As resource and capital intensive industries, the development of chlor-alkali industry has been more than a hundred years. The products are widely used in the important profession and the essential field of national economy arteries, such as agriculture, petroleum and chemicals, light manufacturing, textile industry , building materials, electric power, metallurgy, national defense and military, and food processing industry. Because the chlor-alkali industry is fully developed in developed countries , there is less room for follow-up growth in the markets. Relying on the local economic development and market demand, the chlor-alkali industry in emerging economies, with China as the leading example, can see particularly rapid growth, and becomes an important part that can not be ignored in global chlor-alkali industry. China, along with other emerging countries, as a chlor-alkali power, has changed the original market pattern. At the meantime, has faced an increasingly fierce market competition and complex external environment. LG-Bohai Chemical Company, as the earliest established joint venture of chlor-alkali industry in China, has obtained the considerable development in the Chinese market, with advanced production equipment, reliable products and high-quality service. However, with the rapid growth of the chlor-alkali industry, each manufacturer increases input, which leads to the rapid increasing of production capacity of chlor-alkali. LG-Bohai Chemical Company, as always, focusing on technical –leading and industry-leading positions, has to face with an increasingly competitive marketplace. Therefore, LG-Bohai Chemical Company exist the room for improvement in marketing terms. The paper is divided into six chapters. It introduced the research background, significance, contents, and structure in the first chapter. In the second chapter, the author reviewed the relative marketing theory which includes environmental analysis method, target marketing theory, competitive strategy theory, and marketing combination theory. In the third chapter, the author analyzed the LG-Bohai Chemical’s macro-environment with the PEST method, competition environment with Five Forces Model, and internal environment with SWOT method respectively. In the fourth chapter, the author proposed the marketing position, and the choice of marketing strategy of LG-Bohai Chemical. In the fifth chapter, the author introduced LG-Bohai Chemical how to implement the marketing strategy and safeguards which can ensure the marketing strategy proceed smoothly. The author summarized the LG-Bohai Chemical’s marketing strategy in the final chapter. This paper draws on a large number of domestic and foreign research data and literature to study the marketing strategy of LG-Bohai Chemical’s chlor-alkali. The author wants to develop a suitable marketing strategy according to LG-Bohai Chemical’s own characteristics, and to provide some inspiration for the development of chlor-alkali industry. Keywords: LG-Bohai chemical company Marketing environment analysis Marketing strategy Marketing mix strategy
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