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论文编号：	7078
作者编号：	2220120544
上传时间：	2014/12/11 12:48:51
中文题目：	云天化金沙江牌尿素营销策略研究
英文题目：	Study of marketing strategy for Yuntianhua compound fertilizer
指导老师：	白长虹
中文关键字：	化工企业 尿素产品 营销环境 营销策略
英文关键字：	Chemical enterprises Urea products marketing environment Market Strategy
中文摘要：	水富云天化是中国最早从国外引进的十三套大化肥之一，至今也有四十年的历史。随着社会的发展与行业的变迁，以往的盈利大户变成如今的全面亏损。水富云天化要想在这轮“转方式、调结构”中突破困局，必须要进行营销策略调整。目前，水富云天化面临金沙江牌尿素产量萎缩，产品单一，市场份额下降，品牌价值得不到充分释放的现实问题。 作者对水富云天化金沙江尿素营销现状进行了细致的调查，调阅了水富云天化金沙江尿素的相关调研报告，与水富云天化的营销人员和客户进行了深入的交流，梳理了金沙江尿素的产品策略问题，同时查阅了营销方面的理论资料和业界研究成果。本文借助营销相关理论与方法，以水富云天化金沙江尿素作为研究对象，以营销策略作为研究内容，分析了水富云天化面临的市场营销环境，运用SWOT分析工具分析了水富云天化金沙江尿素的优势、劣势、机会和威胁等因素，通过目标市场和消费群体分析进行市场细分，提出了产品结构调整和品牌延伸的营销策略。提出重点是应当利用金沙江尿素在云南目标市场市场占有率、知名度和美誉度、品牌价值，调整产品结构，增加功能性尿素，同时采取金沙江品牌延伸以变现品牌价值，支撑水富云天化走出困局。 未来尿素行业仍将在竞争中重新洗牌，尿素企业当前应以生存为第一要务。水富云天化结合自身特点调整和制定产品营销策略是有助于解决当前面临的现实问题，求生存以谋发展。当然，企业的营销是应时而变的，营销策略具有时效性，并且从理论到实践具有一个过程，本文适用价值存在时效上存在局限性。
英文摘要：	Shuifu Yuntianhua is one of the thirteen earliest Chinese fertilizer plants imported by the Chinese government from abroad. Up to now, it has already 40 years’ history. Along with the progress of society and changes of the urea industry, it has been unfortunately turned from a former big profit-making enterprise into a thorough loss-making one. To breakthrough the difficult position in the present round of “mode-changing, structure-adjustment” process, Shuifu Yuntianhua is obliged to adjust its marketing strategy. Currently, Shuifu Yuntianhua is facing a series of actual problems, such as yield sagging of Jinshajiang urea, product monotony, market share reduction, insufficient release of brand value, etc. The author has made a carefull investigation to the the present market situation of Jinshajiang urea produced by Shuifu Yuntianhua, reviewed a series of relavant investigation reports, communicated deeply with sales staffs and customers of Shuifu Yuntianhua, hackled the existing strategy of Jinshajiang urea product, and consulted to some theoretical papers of marketing and research results of the urea industry as well. With the relevant marketing theories and methods, taking Jinshajiang urea produced by Shuifu Yuntianhua as the reseach subject, its marketing strategy as the research content, this paper analyzes the marketing environment faced by Jinshajiang urea, using SWOT analytical tool, factors of Jinshajiang urea such as the advantages, disadvantages, opportunities and threatens are analyzed, through analysis of the target market and consumer groups, subdivision has been made and marketing strategy on product structure adjustment and brand extension has been proposed. This paper pointed out that the keypoint to enable Shuifu Yuntianhua getting out of the difficult position is to properly utilize the market share, reputation, brand value of Jinshajiang urea in the Yunnan target market, adjusting product structure, adding functional urea to the product portfolio, and at the same time, obtaining real value of Jinshajiang brand through brand extension. Urea industry will still have a reshuffle in the future competition, top priority of urea producers is to first of all survive at the present stage. Shuifu Yuntianhua shall watch its own specific features and work out a marketing strategy to solve the present actual problems, to survive and look for future development. But of course, market is dynamic and marketing is also changing with the time, marketing strategy has time effect as well. There is always a transversion from theory to reality, therefore, application value of this paper has also certain limitation in due time.
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