F公司石英粉产品营销策略研究

发布时间：2018-02-10 17:02

本文关键词： 非金属矿物石英粉产业市场市场细分产品营销策略　出处：《广东外语外贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化和我国经济改革的不断深入,企业的内部和外部运营环境越来越复杂,行业发展呈现出多样化态势,非金属矿行业成为我国蓬勃发展的行业之一。近几年来,由于人们对环保和健康的意识越来越强,使得石英粉产品成为近年来最具吸引力的绿色环保材料。巨大的市场容量正吸引着大量资金涌入石英粉行业,巨大的市场发展空间必然会在低端市场引发更激烈的竞争。作为广东省首家从事矿产并专注与生产、开发、服务于一体的科技型国有企业,它创建于1988年,并于2012年开始生产石英粉产品,产品种类丰富,适合建材行业、磨具磨料行业和化工行业等几大行业的需求,产品质量好并通过ISO9001质量管理体系认证。F公司在产品质量、研发技术上具有优势,但在其他竞争对手的巨大压力下,应该通过正确划分市场、正确选择市场细分,确定市场定位的分析下,对市场营销策略加以优化和改进。在这种情况下,F公司要想在激烈的市场竞争中赢得市场份额,提高自身的竞争力,就必须从实际出发,制定适合市场需求和个人需求的营销策略。本文通过对当前非金属行业以及自身所面对的竞争环境情况进行了宏观环境和微观环境的分析;同时利用SWOT分析模型,对当前公司所具有的优势、所需应对的不利条件、所能获得的机遇以及所面对的挑战进行了综合分析,试图找出F公司在市场营销方面存在的问题,寻找出企业的市场机会,并基于STP理论划分出石英粉的细分市场、选择合适的市场细分,确定适合的产品定位,然后从产品、价格、渠道和促销等方面,制定出一套完善的市场营销策略,最后从树立以客户为中心的营销理念、调整市场营销组织、建设营销团队、建立营销组织绩效考核体系、积极推进企业内部整合营销等方面着手,确保公司战略目标的实现。
[Abstract]:With the deepening of economic globalization and economic reform in China, the internal and external operating environment of enterprises is becoming more and more complex, and the development of the industry presents a diversified trend. Non-metal mining industry has become one of the booming industries in China in recent years. Because of the growing awareness of environmental protection and health, quartz powder products have become the most attractive green materials in recent years. The huge market development space will inevitably lead to more fierce competition in the low-end market. As the first state-owned high-tech enterprise in Guangdong Province to engage in mineral resources and concentrate on production, development and service, it was founded in 1988. In 2012, it began to produce quartz powder products, which are suitable for the needs of the building materials industry, abrasive abrasive industry and chemical industry, etc. The product quality is good and has passed the ISO9001 quality management system certification. F company in the product quality, Research and development technology has the advantage, but under the huge pressure of other competitors, we should divide the market correctly, select the market segment correctly, and determine the market position analysis. In this case, if we want to win the market share in the fierce market competition and improve our own competitiveness, we must proceed from the reality. In this paper, we analyze the macro and micro environment of non-metal industry and its own competitive environment, and use the SWOT analysis model. This paper makes a comprehensive analysis of the advantages, disadvantages, opportunities and challenges faced by the current company, and tries to find out the problems existing in the marketing of company F, and to find out the market opportunities of the enterprises. Based on the theory of STP, the paper divides the market segment of quartz powder, selects the appropriate market segmentation, determines the suitable product positioning, and then formulates a set of perfect marketing strategy from the aspects of product, price, channel and promotion. Finally, from the aspects of establishing customer-centered marketing concept, adjusting marketing organization, building marketing team, establishing performance evaluation system of marketing organization and actively promoting integrated marketing within enterprises, the realization of the company's strategic goal is ensured.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.1

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