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论文编号：	7657
作者编号：	2220100988
上传时间：	2015/11/23 22:38:55
中文题目：	富维薄膜公司差异化营销战略研究
英文题目：	The Research of Fuwei Films company’s Differentiation Marketing Strategy
指导老师：	许晖
中文关键字：	富维薄膜，聚酯薄膜，差异化，营销
英文关键字：	Fuwei Films ；BOPET Film，Differentiation，Marketing
中文摘要：	在“产能过剩经济”和“产品同质化”时代，差异化营销战略是企业竞争战略的重要内容，也是企业竞争最重要的工具和方法之一。在市场竞争环境非常激烈的今天，差异化营销战略实施才刚刚开始，其实践还需要不断总结和完善。因此，正确认识差异化营销战略，根据行业和企业的实践情况，制定符合行业和企业发展的差异化竞争战略，并组织有效实施，对现阶段我国企业的产品结构转型和升级换代，避开激励竞争的普通产品市场，具有十分重要的理论意义和现实意义。 面对双向拉伸聚酯薄膜（文中简称“BOPET”）行业的发展现状和存在的问题，本文结合富维薄膜（山东）有限公司（文中简称“FWF公司”）在市场竞争中的地位和营销中存在的问题，通过对差异化营销战略理论的归纳和总结，运用文献资料研究法和案例分析法，指出差异化营销战略是破解当前市场竞争困境的重要途径，提出了该公司差异化营销战略的总体方案设计，对该公司差异化营销战略制定的原则、差异化营销战略的内容、实施步骤和实施保障等方面进行了规划和总结，从而从理论总结、系统分析以及相应措施三个方面完成了本文研究成果的全面陈述。 FWF公司差异化营销战略的实施，对改善公司经营状况、促进企业转型和产品的升级换代等方面，起到了积极的作用。同时，这对增强我国BOPET薄膜行业及其他制造行业的核心竞争力，实现产品转型和创新、规避国外的反倾销贸易壁垒、促进行业健康发展等方面，也具有重要的借鉴意义。
英文摘要：	In the era of "Overcapacity Economy" and "Product Homogeneity", differentiation strategy is a key part of enterprises' competitive strategies, and it is also one of the most important tools and methods of enterprise competition. The competition is very fierce in current market environment. The implementation of differentiation strategy has just started and its practice needs to be constantly reviewed and improved. As a result, it has a very important theoretical and practical significance in the enterprises' product structure transformation and upgrading, and further to avoid the drive competition in common product market if people could precisely understand the differentiation strategy, make appropriate differentiation strategies in accordance with the development of the industry and enterprises and make them effectively implemented. In the face of the development of BOPET film industry and the existing problems, combined with the competition status in the marketplace and the issues existed in the marketing of Fuwei Films (Shandong) Co., Ltd. ( “Fuwei Films” or “FWF”), by concluding and summarizing the theory of differentiation strategy and adopting the method of researching documentation and case analysis, this thesis points out that implementing differentiation strategies is the most important way of cracking the current competition dilemma. It proposes the general project design of differentiation strategies for FWF while the thesis also projects and summarizes the principles of designing differentiation strategy in BOPET industry, the contents of differentiation strategies, implementation steps and diversity of differentiation strategy, and the performance inspection. Therefore, it completes the comprehensive statement of this thesis from three aspects: theoretical summary, system analysis and corresponding measures. The implementation of FWF’s differentiation strategy plays a positive role in improving the business operations, promoting enterprise restructuring and upgrading of products. Meanwhile, it also has important reference significance to enhance the core competitiveness of China's BOPET film and other manufacturing industries, to achieve products restructuring and innovation, to circumvent the foreign anti-dumping trade barriers, and promote the healthy development of the industry.
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