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论文编号：	8733
作者编号：	2120142857
上传时间：	2016/12/7 20:51:03
中文题目：	天津渤大硫酸公司营销战略与策略实施研究
英文题目：	Study on the implementation of marketing strategy and tactics of Tianjin Boda sulfate company
指导老师：	吴晓云
中文关键字：	渤大硫酸；定位分析；营销战略；细分市场；分析纯硫酸
英文关键字：	Boda sulphuric acid/sulfate；Position analysis；Marketing strategy；Market segmentation；Analysis of pure sulfuric acid
中文摘要：	营销战略将企业的成长和发展纳入了变化的环境之中，营销和管理工作要以眼前和未来的环境变化趋势作为决策的基础，这就使企业管理者们重视对经营环境的研究，还要结合企业自己的内部条件，正确地确定公司的发展方向，选择公司适合的经营领域或产品细分市场领域，从而能更好地把握外部环境所提供的机会，增强企业经营活动对外部环境的适应性，使二者达到最佳的结合。营销战略也不只是停留在战略分析及战略制定上，将战略的实施作为其重要的一部分，这就要求将企业的营销战略在日常生产经营活动中逐步落实，结合实施过程中遇到的问题，对营销战略快速地、持续地调整，使企业营销战略得到不断完善。营销策略是配合企业完成营销战略而制定的多种具体的方案和实施方法，涉及如何提供合格的、高质量的产品；在渠道、价格等策略上采取相应的措施；不断调整企业自身的产品结构；洞察消费者的需求，将自己的产品成功的销售。经过多方面详细的规划，才能制定出能够完成战略指标的营销策略，所以说营销策略是营销战略实施成功的保障措施。。本文研究对象----天津渤大硫酸公司，是一家专业生产各品种硫酸的民营化工生产企业，在日益激烈的市场竞争环境下，急需将自身的实际情况与相关理论结合，制定出一套科学化、系统化的市场营销战略，以便对具体营销工作起到参考和指导的作用。本文通过对硫酸行业的竞争环境、行业现状及目前存在的问题进行分析，研究了硫酸行业的外部营销环境，细分市场，又通过对工厂自身的产能、设备、技术水平、经营管理、新品研发能力的评估，总结了优势、劣势、机会与威胁，确定了该公司的市场定位和营销战略。接着，结合该公司的总体发展目标，以市场定位和营销战略为理论依据，将营销策略作为营销战略的实施和落地。作者还依据自己的亲身经验和工作经历，对每一环节做了相应的阐述，希望本文能给国内相关行业一些借鉴和帮助。
英文摘要：	Marketing strategy bring the growth and development of enterprises into the changing environment. Marketing and management decision should base on the environmental change trend of the present and the future. This makes the enterprise managers attach importance to research on the business environment, combined with the enterprise's own internal conditions, correctly determine the direction of the development of the company, subdivide the products marketing and choose suitable businessscope, Which can enhance the adaptability of business activities to external environment, to better grasp the opportunities provided by the external environment, and achieve the best combination. Marketing strategy is not only stay in strategic analysis and strategy development, but the implementation of the strategy will be as an important part of it, this requires the enterprise marketing strategy should be gradually implemented in daily production and business operation activities, and adjusted continuously and quickly according to the problems encountered in the process. On marketing strategy constantly revise and adjust, make the enterprise marketing strategy have been continuously improved. Marketing tactics is a variety of specific scheme and implementation methodto achieve the marketing strategy. It involving how to provide qualified products, what measures on channels, price or other strategy, how to constantly adjust the product structure of the enterprise itself, how to understanding the needs of the consumers, in the end, the products are sold successfully. Through detailed planning in many aspects, to set out to achieve strategic target marketing tactics, so that marketing tactics is the guarantee measures to implement marketing strategy successfully. Tianjin Boda sulfate acid company is a private enterprise, specializing in the production of sulfuric acid products. In the increasingly fierce market competition environment, this company is in urgent need of combining its own actual situation and relevant theories, developing a set of scientific and systematic marketing strategy, in order to plays a role of reference and guidance in specific marketing work. In this article, through the analysis of sulfuric acid industry, the competitive environment, industry status quo and existing problems, to research the external marketing environment and do the market segmentation, and through assessment its capacity, equipment, technology level, management, new product research and development capabilities, summed up the advantages, weakness, opportunity and threat, and then determined their market positioning and marketing strategy. Next, take the market positioning and marketing strategy for theory basis, combining with the plant's overall development goals, get the detailed marketing tactics. I also based on her own personal experience and work experience, to make a corresponding description of each link, and hope this article can give some reference and help to the domestic industry.
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