中国石化华中地区甲苯产品市场营销策略研究
发布时间：2018-09-09 13:43
【摘要】：目前，，国内外石油巨头纷纷借中国西部大开发及中部崛起之势，在这些地区积极投资建厂，大量生产化工产品，尤其是甲苯产品，使得该地区甲苯市场竞争变得日益激烈。在激烈的竞争中，中石化华中分公司在该地区的领导者地位日益动摇，华中分公司必须重新对市场进行分析以制定出更有竞争力的营销策略来求得生存和发展。 本文首先从国内、华中地区两个角度出发，对甲苯市场的外部环境、内部条件、市场状况进行综合分析，运用SWOT分析方法，系统总结出中石化华中分公司甲苯销售所具备的优势与劣势、所面临的机会与威胁。其中，优势包括品牌效应优势、资金优势、资源优势等；劣势包括营销策略劣势、人才劣势、售后服务劣势、物流基建劣势等；机会包括需求旺盛、国家政策扶持等；威胁包括市场预测难度大、同行业竞争激烈、产能过剩日趋严重等。接着，在现代营销理论的指导下，制定出以精细化营销为核心的适应市场环境以及竞争需求的五大营销策略，即：产品策略、渠道分布策略、定价策略、促销策略、客户服务策略。营销策略制定后，为保证营销策略在实施过程中的执行力，文章中指出了要对营销策略的实施过程进行全面的监控，并提出了要制定详细的营销策略实施计划。 论文的价值在于系统地梳理了中石化华中分公司历次的市场营销策略，并对其进行分析与评价；接下来与时俱进地探讨了精细化营销策略，并同时提出与之相匹配的营销策略实施计划，以保证策略实施的有效性。希望通过对营销策略的调整，能稳定中石化华中地区的市场地位。
[Abstract]:At present, with the development of western China and the rise of central China, oil giants at home and abroad have actively invested in these areas to build factories and produce large quantities of chemical products, especially toluene, which makes the market competition of toluene in this region become increasingly fierce. In the fierce competition, the leadership status of Sinopec Huazhong Branch in this area is increasingly vacillating, Huazhong Branch must re-analyze the market in order to formulate more competitive marketing strategy to survive and develop. In this paper, the external environment, internal conditions and market conditions of toluene market are analyzed synthetically from two aspects of domestic and central China, and SWOT analysis method is used. The advantages and disadvantages, opportunities and threats of toluene sales in Sinopec Huazhong Branch are summarized systematically. Among them, the advantages include brand effect advantage, capital advantage, resource advantage, etc., the disadvantages include marketing strategy, talent, after-sales service, logistics infrastructure, opportunities include strong demand, national policy support and so on. Threats include difficult market forecasts, fierce competition in the same industry, and growing overcapacity. Then, under the guidance of modern marketing theory, five marketing strategies, which are product strategy, channel distribution strategy, pricing strategy and promotion strategy, are worked out to adapt to the market environment and competition demand with fine marketing as the core. Customer service strategy. After the marketing strategy is formulated, in order to ensure the executive power of the marketing strategy in the implementation process, the article points out that the implementation process of the marketing strategy should be monitored comprehensively, and puts forward the detailed marketing strategy implementation plan. The value of the thesis lies in systematically combing the successive marketing strategies of Huazhong Branch of Sinopec, and analyzing and evaluating them. At the same time, the corresponding marketing strategy implementation plan is put forward to ensure the effectiveness of the strategy implementation. Through the adjustment of marketing strategy, we hope to stabilize the market position of Sinopec Central China.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.722
本文编号：2232549
[Abstract]:At present, with the development of western China and the rise of central China, oil giants at home and abroad have actively invested in these areas to build factories and produce large quantities of chemical products, especially toluene, which makes the market competition of toluene in this region become increasingly fierce. In the fierce competition, the leadership status of Sinopec Huazhong Branch in this area is increasingly vacillating, Huazhong Branch must re-analyze the market in order to formulate more competitive marketing strategy to survive and develop. In this paper, the external environment, internal conditions and market conditions of toluene market are analyzed synthetically from two aspects of domestic and central China, and SWOT analysis method is used. The advantages and disadvantages, opportunities and threats of toluene sales in Sinopec Huazhong Branch are summarized systematically. Among them, the advantages include brand effect advantage, capital advantage, resource advantage, etc., the disadvantages include marketing strategy, talent, after-sales service, logistics infrastructure, opportunities include strong demand, national policy support and so on. Threats include difficult market forecasts, fierce competition in the same industry, and growing overcapacity. Then, under the guidance of modern marketing theory, five marketing strategies, which are product strategy, channel distribution strategy, pricing strategy and promotion strategy, are worked out to adapt to the market environment and competition demand with fine marketing as the core. Customer service strategy. After the marketing strategy is formulated, in order to ensure the executive power of the marketing strategy in the implementation process, the article points out that the implementation process of the marketing strategy should be monitored comprehensively, and puts forward the detailed marketing strategy implementation plan. The value of the thesis lies in systematically combing the successive marketing strategies of Huazhong Branch of Sinopec, and analyzing and evaluating them. At the same time, the corresponding marketing strategy implementation plan is put forward to ensure the effectiveness of the strategy implementation. Through the adjustment of marketing strategy, we hope to stabilize the market position of Sinopec Central China.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.722
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