新疆中泰化学PVC产品市场营销策略研究

发布时间：2018-04-02 14:12

本文选题：PVC产品　切入点：市场营销策略　出处：《新疆大学》2015年硕士论文

【摘要】：中国PVC市场曾经历了一段快速成长的繁荣时期,但近几年,受环境影响,下游PVC市场需求量的增长率不断下降,而PVC的产能却不断增长。经过近几年发展,我国PVC产品的供应量已经远远大于需求量。由于PVC上下游产业发展的不平衡,供过于求的局面不断恶化,PVC行业近几年的发展速度明显放缓,据行业内部人士预测,2015年仍然是PVC行业经历“洗牌”的痛苦过程中较为艰难的时期,如何在竞争激烈的市场中生存和发展是化工企业需要面对的问题,因此此时制定和调整化工企业的PVC营销策略显得越来越重要。作为新疆生产PVC产品的龙头企业之一的中泰化学股份有限公司,要想适应当下日益低迷的市场环境,取得和保持企业的竞争优势,就必须要制定出适合自身的市场营销策略。本文通过分析中泰化学的营销现状,找到公司存在的问题,然后对公司PVC产品的内外部营销环境进行分析,运用EFE、IFE矩阵归纳出公司面临的机会与威胁和自身的优势与劣势,并定量分析出当前中泰化学的营销竞争态势,然后结合化工品营销理论制定和选择出适合中泰化学PVC产品的营销策略。此次研究对中泰化学减轻PVC市场压力、进一步开发化工品市场具有一定的理论指导意义,同时对其他的化工品企业营销策略的制定和调整也起到了一定的借鉴作用。
[Abstract]:China's PVC market has experienced a period of rapid growth and prosperity, but in recent years, due to the impact of the environment, the downstream PVC market demand growth rate has been declining, while the PVC production capacity has been increasing.After the development in recent years, the supply of PVC products in China has far exceeded the demand.Due to the imbalance in the development of the upstream and downstream industries of PVC, the situation of oversupply is worsening and the development rate of the PVC industry has slowed down markedly in recent years.According to industry insiders, 2015 is still a difficult period in the painful process of "reshuffle" in the PVC industry. How to survive and develop in a highly competitive market is a problem that chemical enterprises need to face.Therefore, it is more and more important to formulate and adjust the PVC marketing strategy of chemical enterprises.As one of the leading enterprises producing PVC products in Xinjiang, Zhongtai Chemical Co., Ltd., in order to adapt to the current depressed market environment, to obtain and maintain the competitive advantage of enterprises, we must formulate a suitable marketing strategy.By analyzing the current marketing situation of Sino Thai Chemistry, this paper finds out the problems existing in the company, then analyzes the internal and external marketing environment of the company's PVC products, and sums up the opportunities and threats faced by the company and its own strengths and weaknesses by using the EFE / IFE matrix.The marketing competition situation of Sino-Thai chemistry is analyzed quantitatively, and then combining with the theory of chemical products marketing, the marketing strategy suitable for Sino-Thai chemical PVC products is made and selectedThis study has certain theoretical guiding significance to reduce the pressure of PVC market and further develop chemical products market, and it also plays a certain reference role in the formulation and adjustment of marketing strategies of other chemical industry enterprises.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.7;F274

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