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论文编号：	7074
作者编号：	2220120512
上传时间：	2014/12/11 12:34:35
中文题目：	云天化季戊四醇产品市场营销环境与策略研究
英文题目：	Study on the Yuntianhua Pentaerythritol marketing environment & strategy
指导老师：	白长虹
中文关键字：	云天化、季戊四醇、营销环境、营销策略
英文关键字：	Yuntianhua Pentaerythritol MarketEnvironment Marketing Strategy
中文摘要：	云天化是国内较早引进成套规模化季戊四醇生产装置的企业之一，其产品质量优异，在国内季戊四醇行业属于一流品牌，但受制于产能产量限制，品牌影响力只有在高端市场比较明显。而进入21世纪后，中国季戊四醇行业发展迅猛，产能产量迅速增加，导致国内季戊四醇行业逐步进入产能过剩时期，随着市场的优胜劣汰，国内季戊四醇行业也经历了深度的调整，但产能依旧严重过剩，行业调整仍在继续，全行业步入发展的瓶颈期。云天化季戊四醇营销策略面临严峻的挑战，营销策略的研究与规划显得尤为重要。 本文将市场营销学、管理学的相关专业理论知识与云天化季戊四醇目前的营销实际相结合，通过对季戊四醇行业的市场环境、竞争格局及云天化季戊四醇的自身现状进行深入分析，找出云天化季戊四醇在市场营销中存在的主要问题及面临的威胁与挑战，探索一些解决问题与减小威胁的方法与思路。首先是对外部市场环境进行深入细致的分析，包括国内外的行业现状、发展趋势等，以掌握行业宏观层面的发展形势；其次是行业竞争格局的分析，对竞争对手现状、趋势、策略等进行研究并运用五力竞争模型对竞争格局进行浅显分析，形成对行业竞争形势的清晰认识；第三是运用市场营销观点及SWOT分析模型对云天化季戊四醇现状进行分析，明确自身的竞争优势与竞争劣势，为营销策略规划提供依据；最后是运用现代市场营销观念对营销要素产品、价格、渠道、促销等策略进行分析规划，通过四要素的组合形成新的营销策略规划。
英文摘要：	Yuntianhua is one of the earliest enterprises imported whole production unit of pentaerythritol from abroad. Yuntianhua pentaerythritol is of very high quality and its brand is in the first-rate level in the Chinese pentaerythritol market. However, due to limitation of the production scale, Yuntianhua brand has significant effect only in the high level market. Starting from the beginning of 21 century, Chinese pentaerythritol industry enters a fast developing stage, production capacity and yield has been increased rapidly which causes gradually an excessive supply versus demand. Even if it has undergone a deep adjustment, serious excessive supply is still existed in the Chinese pentaerythritol market and further adjustment is still undergoing. The whole industry is now entering a bottleneck period. Yuntianhua is now facing big challenge of pentaerythritol marketing, the study and programing of marekting strategy is therefore becoming extremely important. Combining with the present marketing reality of Yuntianhua pentaerythritol, this paper deeply analyzes the market environment and the competition pattern of pentaerythritol industry as well as the actual situation of Yuntianhua itself. Through this analysis, the main problems existed with Yuntianhua pentaerythritol as well as the threatens and challenges Yuntianhua faced are found out, some methods and ideas in solving the problems and minimizing the threatens are explored as well. First of all, external market situation is deeply and carefully analyzed to thoroughly understand the macro development circumstances of the whole industry, including present situation in and out of China, developing trend and so on; secondly, competition pattern of the industry is analyzed through analyzing competitors’ present situation, trend, as well as its strategies, five-forces module is also used in the paper for this purpose to have a clear view of the competition in the industry; thirdly, marketing viewpoints and SWOT module are used to analyze the present situation of Yuntianhua pentaerythritol in order to be clear about the advantages and disadvantages of Yuntianhua in the competition thus giving a good basis for programing the specific marketing strategy; finally, marketing key elements of product, price, channel and promotion are analyzed and programed by utilising the modern marketing viewpoints and consequently a new marketing program is created through combination of the four key factors.
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