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论文编号：	9935
作者编号：	2220140532
上传时间：	2018/5/31 16:04:33
中文题目：	天津昊瀚公司糊树脂产品的营销策略研究
英文题目：	Research on marketing strategy of paste resin products in Tianjin Hao Han company
指导老师：	韩德昌 教授
中文关键字：	糊树脂产品；市场环境分析；目标市场定位；营销策略
英文关键字：	Paste Resin Products; Market Environment Analysis; Target Market Positioning; Marketing Strategy
中文摘要：	我国糊树脂产品行业面临着来自国外进口糊树脂及内部环境带来的资源约束、产能需求不匹配等困境。天津昊瀚公司在产品产量不断攀升的同时，仍然存在着技术水平低、营销水平不高、能耗高、行业投资存在浪费等共性问题。天津昊瀚公司的同质化竞争严重，盈利水平低下，因此怎样选择更加为市场所认可的营销策略，选择更加有效的宣传渠道，是目前天津昊瀚公司需要解决的难题。 本文主要是探讨研究天津昊瀚公司营销策略问题：一是分析糊树脂外部市场环境，二是分析天津昊瀚公司糊树脂内部市场环境；三是分析天津昊瀚公司营销策略选择；四是研究天津昊瀚公司营销策略的实施控制。 通过本文的研究主要得出如下结论： （1）深入分析了天津昊瀚公司当前所处糊树脂行业外部市场环境，国内糊树脂市场出现较为明显的产能过剩现象，新增产能的集中释放对市场的冲击较大，主流厂家库存压力增大，低价货源充斥造成盈利状况堪忧，部分不具备成本优势的厂家开始进入长时间的停车，个别厂家搬迁。在此情况下，国内糊树脂产能连续两年出现小幅的萎缩。 （2）分析了天津昊瀚公司糊树脂内部市场环境。目前糊树脂已成为PVC行业中的一个重要产品，特别是在软制品方面的应用有其独特优势，同时还具有加工工艺简单，生产成本低，企业利润高等优势，因而受到行业内的广泛重视。随着技术的逐步成熟和质量的提高，糊树脂的应用领域必将不断扩展。天津昊瀚公司需要搭建营销渠道及进出口渠道，提升资源总量并提升产品服务供给能力及促销水平，打造产销研一体化及企业品牌。 （3）提出了天津昊瀚公司目标市场，确定继续深耕糊树脂手套行业、人造革、商务地板、运动地、壁纸、汽车革、篷布等涂布类加工行业、输送带行业、材料包覆类行业、玩具、瑜伽球、标示、瓶盖等行业，确定了针对性的营销定价策略、产品策略、渠道策略、促销策略。 （4）根据公司自身能力和资源，提出了公司营销策略的一些保障措施。主要包括：组织人员机制安排、营销信息安排和风险控制与防范。
英文摘要：	The paste resin products industry in China is facing difficulties due to resource constraints and mismatched capacity requirements from foreign imported paste resins and the internal environment. With the continuous increase of product output, Tianjin Sheng Company still has common problems such as low technology level, low marketing level, high energy consumption, and wasteful investment in the industry. Tianjin Hao company's homogeneity competition is serious and its profitability is low. Therefore, how to choose a marketing strategy that is more recognized by the market and choose a more effective publicity channel is a problem that Tianjin Sheng Company needs to solve. This article is mainly to study the marketing strategy of Tianjin Hao company: first, analyze the external market environment of the paste resin; second, analyze the internal market environment of paste resin of Tianjin Hao company; thirdly, analyze the marketing strategy choice of Tianjin Hao company; fourth, study Tianjin.实施 Control of the company’s marketing strategy. Through the study of this paper, the following conclusions are drawn: (1) In-depth analysis of the external market environment of the Tianjin resin company in the paste resin industry, the domestic paste resin market appears more obvious overcapacity phenomenon, the concentrated release of new production capacity has a greater impact on the market, the pressure of the mainstream manufacturers inventory Large, low-cost sources flooded causing profitability to be worrisome, and some manufacturers that do not have cost advantages started to enter long-term parking and individual manufacturers relocated. Under such circumstances, domestic paste resin production capacity has shrunk slightly for two consecutive years. (2) Analyzed the internal market environment of paste resin in Tianjin Yankee Company. At present, paste resin has become an important product in the PVC industry, especially in the application of soft products has its unique advantages, but also has the advantages of simple processing technology, low production costs, high profitability of the enterprise, so it is widely considered in the industry. With the gradual maturity of the technology and the improvement of the quality, the application field of paste resin will surely continue to expand. Tianjin Sheng Company needs to establish marketing channels and import and export channels to increase total resources and improve product service supply capabilities and promotion levels, and to create integration of production, sales and research and corporate branding. (3) Put forward the target market of Tianjin Hao company, and determined to continue to deepen the development of paste resin gloves industry, artificial leather, business floor, sports ground, wallpaper, automotive leather, tarpaulin and other coating processing industries, conveyor belt industry, material coating Industries, toys, yoga balls, labels, bottle caps and other industries have determined targeted marketing pricing strategies, product strategies, channel strategies, and promotion strategies. (4) Based on the company's own capabilities and resources, it put forward some safeguard measures for the company's marketing strategy. Mainly include: organization of personnel mechanism arrangements, marketing information arrangements and risk control and prevention.
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