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论文编号：	7952
作者编号：	2120132756
上传时间：	2015/12/8 22:51:42
中文题目：	H公司异构醇醚产品的营销策略研究
英文题目：	Study on the marketing strategy of H company of isomeric alcohol ether products
指导老师：	刘建华
中文关键字：	异构醇醚;4P营销策略;SWOT分析;服务组合策略
英文关键字：	Heterogeneous alcohol ether;4P marketing strategy;SWOT;Service composition strategy
中文摘要：	随着全世界对绿色无毒，安全环保的表面活性剂需求的逐步增加，近年来以异构化支链合成脂肪醇乙氧基化生产异构醇醚正在快速地取代传统的以含苯环的壬基酚或辛基酚为原料生产的壬基酚醚或辛基酚醚。表面活性剂系列产品从简单、高效逐步走向绿色、环保，这是精细化工历史上的一次重大产业革命，而其中异构醇醚就是这次产业革命的主角。在环境污染日益严重的今日，政府和社会都已经深刻认知到环保型产品对我国化工产业可持续发展的重要性，而作为拥有广阔市场资源的H公司也就成为了在国内主推该产品的生力军，该公司的异构醇醚系列产品在这次绿色化工产业的发展浪潮中，如何能够立足并取得高速的发展，将是本研究的主要目的。 通过本文的研究，以H公司为案例，为其运用现代的市场营销理论来进行市场环境以及公司内部环境的分析，最终制定出一套营销方案来协助H公司在异构醇醚产品市场上立足。首先通过对文献的充分查阅和回顾，建立理论基础，随后利用这些理论对异构醇醚产品的市场环境、发展前景以及竞争对手概况进行分析。再通过对H公司内部概况的分析，确定H公司的企业定位以及目标市场选择。进一步围绕产品、定价、渠道、服务等方面为H公司制定相应的市场营销策略和市场关系策略。
英文摘要：	As the world of green non-toxic, safe environmental protection demand of surfactant increases gradually, in recent years by isomerization branched chain of synthetic fatty alcohol ethoxylation heterogeneous alcohol ether production is rapidly replacing the traditional containing benzene ring of nonylphenol or octyl phenol as raw material to produce nonylphenol ether or octyl phenol ether. Surfactant products from simple and efficient gradually going green, environmental protection, this is a major industrial revolution in the history of the fine chemical industry, and the heterogeneous alcohol ether is the leading role of the industrial revolution. In environmental pollution increasingly serious today, the government and society has profound cognition to the importance of environmental protection products for the sustainable development of chemical industry of our country, but as a vast market resources of H company has become the manufacturer of the product in the domestic powerhouse, the company's heterogeneous alcohol ether series products in the wave of the development of green chemical industry, how to have a foothold and obtain high speed of development, will be the main purpose of this study. Through the study of this article, with the examples of H company for the use of modern marketing theory to the analysis of the market environment and internal environment, eventually develop a marketing plan to help H company in a heterogeneous alcohol ether products based on the market. First through the full access to and review of literature, to establish theoretical basis, then use the theory of heterogeneous alcohol ether products market environment, development prospects and the competition situation is analyzed. Again through the analysis of H company's internal situation, determine the H company's positioning and target market selection. Further around the product, price, channel, service and so on for H company formulate corresponding marketing strategy and the market relations strategy.
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