杭州VLT公司营销战略研究

发布时间：2018-05-27 18:33

本文选题：精细化工 + 国际营销　；参考：《浙江工业大学》2015年硕士论文

【摘要】：随着世界经济和建设的快速发展,精细化工产业化进程的逐步加快,世界化工产业迎来巨大的发展势头。在利好的形式下全球及国内各大化工巨头企业的竞争也越来越剧烈,给中国民营化工企业带来巨大的竞争危机。本文正是基于这样的时代背景,以杭州VLT公司为例有针对性地提出新形势下我国民营化工企业国际营销战略的优化对策。在研究中,本文将坚持提出问题、分析问题和解决问题“三步走”的研究方式,运用理论实证和分析比较的方法,综合国际营销学、战略管理学、组织行为学、企业管理学以及数理统计学等诸多学科的综合知识,以及紧密结合国内外市场环境及所面临的机遇和挑战,结合各类企业往年统计数据的图表展示与数据分析等方法,充分分析杭州VLT公司的优势,劣势,机遇与威胁及营销组合策略分析等详细情况。在论文的第四第五章,结合对竞争对手的分析下综合提出具体市场细分战略,目标市场战略和产品定位战略方法以及一系列有效的改变营销劣势下的合理化国际营销战略对策和战略保障,包括完善国际营销体系,加强营销队伍建设,提出国际化思路经营,以及增强企业生命力,增强营销战略控制体系等战略保障,为杭州VLT公司的国际化经营找到一条适合自己的国际营销战略。
[Abstract]:With the rapid development of the world economy and construction and the gradual acceleration of the industrialization process of fine chemical industry, the world chemical industry is facing a great development momentum. In the form of favorable conditions, the global and domestic major chemical giant enterprises are becoming more and more competitive, which brings a huge competition crisis to the private chemical enterprises in China. Based on this background, this paper takes Hangzhou VLT Company as an example to put forward the optimization countermeasures of international marketing strategy of private chemical enterprises in China under the new situation. In the research, this paper will insist on the "three-step" research method of problem raising, problem analysis and problem-solving, apply the method of theoretical demonstration and analysis and comparison, and integrate international marketing, strategic management, organizational behavior, etc. The comprehensive knowledge of many disciplines, such as enterprise management and mathematical statistics, as well as the methods of closely combining the domestic and foreign market environment and the opportunities and challenges faced by the enterprises, and the chart display and data analysis of the statistical data of all kinds of enterprises in previous years, Fully analyze Hangzhou VLT's strengths, weaknesses, opportunities and threats, and marketing mix strategy analysis. In the fourth and fifth chapter of the paper, combined with the analysis of the competitors, the paper puts forward the specific market segmentation strategy. The target market strategy and product positioning strategy, as well as a series of rational international marketing strategies and strategies, including perfecting the international marketing system and strengthening the construction of the marketing team, are effective in changing the marketing inferiority. This paper puts forward the idea of internationalization management, as well as enhancing the vitality of enterprises and strengthening the control system of marketing strategy, so as to find a suitable international marketing strategy for the internationalization of Hangzhou VLT Company.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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