LWRD公司酚醛树脂类化工产品营销策略研究

发布时间：2018-06-13 22:07

本文选题：酚醛树脂类化工产品 + 营销策略　；参考：《山东理工大学》2017年硕士论文

【摘要】：酚醛树脂作为一种重要的化工产品,被广泛应用在摩擦材料、研磨、绝缘绝热材料、壳模铸造和涂料等领域。但同时,酚醛树脂类化工行业也存在企业间竞争激烈、产品研发能力不强等特点。因此,很多酚醛树脂类产品生产企业都力求通过营销策略的正确制定和施行在激烈的市场竞争中取胜。本文以LWRD公司酚醛树脂类化工产品作为研究对象,首先系统梳理了其营销活动存在的缺乏策略、定价不合理、对外部环境变化反应滞后等问题。其次利用环境分析工具,系统分析了LWRD公司酚醛树脂类化工产品所处的经济、政策、技术和社会文化环境。结果表明,LWRD公司酚醛树脂类化工产品的市场需求、支持新材料发展、国家工业化机遇等方面的机会优势明显;外部的威胁主要来自环境保护力度加大、下游市场的影响、行业竞争加剧等方面。进而利用层次分析法和德尔菲法对LWRD公司酚醛树脂类化工产品的内部环境进行综合评价研究。结果表明,LWRD公司酚醛树脂类化工产品成本优势明显,员工培养计划较为完善,环保意识较强,但产品同质化程度高、营销渠道缺乏效率、优秀员工缺失等方面的威胁也较为突出。最后基于4P营销理论,从产品、价格、渠道、促销4个角度提出了LWRD公司酚醛树脂类化工产品的营销策略,建议包括:降低生产成本,保证和提升原产品质量的同时注意研发新产品,提高技术服务水平;采用更加灵活的定价,积极实施多元化的价格策略;优化营销渠道,加强对经销商的管理服务,进一步促进企业网络营销水平;提高销售人员素质,积极运用广告、展会等形式进行促销。
[Abstract]:As an important chemical product, phenolic resin is widely used in friction materials, grinding, insulation and insulation materials, shell mold casting and coatings. But at the same time, phenolic resin chemical industry also has the characteristics of fierce competition among enterprises and weak R & D capability. Therefore, many enterprises of phenolic resin products strive to win in the fierce market competition through the correct formulation and implementation of marketing strategies. In this paper, the phenolic resin chemical products of LWRD Company are taken as the research object. Firstly, the problems such as lack of marketing strategy, unreasonable pricing and lagging response to the change of external environment are systematically combed out. Secondly, the economic, policy, technical and sociocultural environment of phenolic resin chemical products of LWRD Company is analyzed systematically by using environmental analysis tools. The results show that the market demand of phenolic resin chemical products, supporting the development of new materials and the opportunity of national industrialization are obvious, and the external threats mainly come from the increase of environmental protection and the influence of downstream market. Industry competition intensified and so on. Furthermore, the internal environment of phenolic resin chemical products of LWRD Company was evaluated by AHP and Delphi method. The results showed that the cost advantage of phenolic resin chemical products in LWRD was obvious, the training plan of staff was perfect, the consciousness of environmental protection was strong, but the degree of product homogenization was high, and the marketing channel was lack of efficiency. Outstanding staff shortage and other aspects of the threat is more prominent. Finally, based on 4P marketing theory, the marketing strategy of phenolic resin chemical products of LWRD company is put forward from four aspects: product, price, channel and promotion. To ensure and improve the quality of original products while paying attention to research and development of new products, improve the level of technical services, adopt more flexible pricing, actively implement diversified pricing strategies, optimize marketing channels and strengthen management services to dealers, Further promote the enterprise network marketing level; improve the quality of sales personnel, actively use advertising, exhibition and other forms of promotion.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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