吉林省赛诺公司汽车用聚氨酯系列产品营销策略研究

发布时间：2018-06-14 19:30

本文选题：汽车用聚氨酯 + 市场营销　；参考：《吉林大学》2017年硕士论文

【摘要】：随着中国经济水平的持续提高,中国汽车行业不断发展进步,汽车用聚氨酯行业也得到了巨大的发展,成为全球最大的聚氨酯生产和销售市场。近几年中国经济发展速度逐渐放缓,经济进入新常态,各行各业竞争逐渐增加,汽车用聚氨酯行业也从最初的无序发展逐步形成稳定的市场秩序。吉林省赛诺汽车材料有限公司是一家从事汽车用聚氨酯系列产品的渠道销售企业,通过进口+外包的形式,代理销售国外几家大型化工企业的汽车用聚氨酯产品,并且和客户建立起了良好的长期合作关系。目前赛诺汽车材料有限公司已经取得了一定的市场份额和优势。但是随着市场竞争加剧,赛诺汽车材料有限公司面临利润空间被挤压的风险。同时,振兴东北老工业基地等战略的实施,使得赛诺汽车材料有限公司所处的吉林省的汽车行业将会获得进一步发展的机遇,赛诺汽车材料有限公司也可以借此进一步壮大自己的市场份额。这些挑战和机遇促使赛诺汽车材料有限公司必须建立一套属于自己的市场营销策略,并且形成企业的核心竞争能力,才能确保企业的长期健康发展。本文首先回顾了汽车用聚氨酯行业的发展历程,简要介绍了相关市场营销理论和研究成果。然后,本文通过搜集相关的材料和数据,对赛诺汽车材料有限公司所经营的汽车用聚氨酯行业进行分析,客观评价了公司所面临的外部环境和行业内部环境。研究发现,汽车用聚氨酯行业虽然也面临一定的不利环境,但是总体上有利于汽车用聚氨酯行业的发展。汽车用聚氨酯行业内部竞争越来越激烈,赛诺汽车材料有限公司作为渠道经销商并没有更大的议价能力,面临较强的竞争压力。之后,本文具体研究了赛诺汽车材料有限公司的优势、劣势、机会和威胁,发现赛诺汽车材料有限公司拥有完善的基础设施和技术服务,和客户建立良好的合作伙伴关系,但是也存在产品差异性较差,市场营销能力不足和对市场信息反映能力较弱等问题。在此基础上,本文制定了符合赛诺汽车材料有限公司具体情况的市场营销战略,强调赛诺汽车材料有限公司作为渠道经销商,应该发挥渠道优势,紧急结合上下游企业,做好配套的技术服务,从产品、定价、渠道和促销等方面发展市场营销能力。最后为了确保市场营销战略的顺利实施,本文还针对企业提出了几个方面的保障措施,比如:建立完善的市场营销团队和部门;增加市场营销的投入;积极应对销售带来的财务风险和外包风险等。通过对赛诺汽车材料有限公司汽车用聚氨酯系列产品市场营销情况的深入了解和研究,本文的研究不仅有利于赛诺汽车材料有限公司进一步的发展,帮助公司做大做强,同时也可以为相关企业提供借鉴。
[Abstract]:With the continuous improvement of China's economic level and the continuous development and progress of China's automobile industry, the automotive polyurethane industry has also been greatly developed, becoming the largest polyurethane production and sales market in the world. In recent years, the speed of China's economic development has slowed down, the economy has entered the new normal, the competition in all walks of life has increased gradually, and the automobile polyurethane industry has gradually formed a stable market order from the initial disorderly development. Jilin Province Sino Automotive Materials Co., Ltd. is a channel marketing enterprise engaged in automobile polyurethane series products. Through the form of import outsourcing, it acts as an agent to sell automobile polyurethane products from several large chemical enterprises abroad. And established a good long-term relationship with customers. At present, Sino Automotive Materials Co., Ltd. has made a certain market share and advantages. But as market competition intensifies, Sanor Automotive Materials Co., Ltd. faces the risk of margins being squeezed. At the same time, with the implementation of the strategy of revitalizing the old industrial base in Northeast China, the automobile industry in Jilin Province, in which Sino Automotive Materials Co., Ltd is located, will get further development opportunities. Sino Automotive Materials Co., Ltd. can also take this to further strengthen their market share. These challenges and opportunities urge Sino Automotive Materials Co., Ltd. to establish its own marketing strategy and form its core competitive ability in order to ensure its long-term healthy development. This paper first reviews the development of automobile polyurethane industry, briefly introduces the related marketing theory and research results. Then, by collecting the relevant materials and data, this paper analyzes the automobile polyurethane industry operated by Sino Automotive Materials Co., Ltd., and objectively evaluates the external environment and the industry internal environment faced by the company. It is found that although the automobile polyurethane industry also faces some unfavorable environment, it is beneficial to the development of the automobile polyurethane industry as a whole. The competition in the automobile polyurethane industry is becoming more and more fierce. As a channel distributor, Sino Automotive Materials Co., Ltd. does not have greater bargaining power and faces strong competitive pressure. After that, this paper specifically studies the strengths, weaknesses, opportunities and threats of Sino Automotive Materials Co., Ltd., and finds that Sino Automotive Materials Co., Ltd. has perfect infrastructure and technical services, and establishes a good partnership with customers. However, there are some problems, such as poor product difference, insufficient marketing ability and weak ability to reflect market information. On this basis, this paper formulates the marketing strategy which accords with the specific situation of Sino Automotive Materials Co., Ltd., and emphasizes that as a channel distributor, Sino Automotive Materials Co., Ltd. should give full play to its channel advantages and combine the upstream and downstream enterprises urgently. Develop marketing capability in terms of product, pricing, channel and promotion. Finally, in order to ensure the smooth implementation of the marketing strategy, this paper also proposed several aspects of the enterprise security measures, such as: establishing a sound marketing team and department, increasing the investment in marketing; Actively deal with the financial risks and outsourcing risks caused by sales. Through the in-depth understanding and research on the marketing situation of polyurethane series of automotive products, the research in this paper is not only conducive to the further development of Sino Automotive Materials Co., Ltd., but also helps the company to become bigger and stronger. At the same time can also provide reference for related enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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