SN公司聚甲醛产品市场营销策略研究
发布时间：2018-07-25 19:09
【摘要】：国内聚甲醛行业经历了从发展兴起,价格持续上涨、高利润、高收益到目前市场竞争激烈、产能严重过剩、国产料价格大幅下滑直至跌破成本线的几个发展阶段。未来几年,国内聚甲醛产量持续增长,国外聚甲醛产品也在争夺国内市场,整体供需矛盾加剧,导致国内各生产企业聚甲醛售价将长期处于低位。SN公司化工基地采用国内外先进的煤化工工艺技术,规划和建设煤基甲醇、煤基二甲醚、聚甲醛、煤基烯烃、煤制油、煤制天然气等大型煤化工项目。目前已建成85万吨/年甲醇、21万吨/年二甲醚、100万吨/年煤制烯烃、6万吨/年聚甲醛项目。在建的项目有400万吨/年煤炭间接液化。规划在2020年前,预计完成总投资2600亿元,煤基烯烃规模达到312万吨/年,煤炭液化规模达到800万吨/年,煤制天然气规模达到40亿M3/年。SN公司的聚甲醛产品自2011年投放市场以来,经过4年多的销售探索、宣传推广、品牌培育,在全国范围内已经具有一定的知名度和影响力。但是随着国内聚甲醛产量不断增长,产品间同质化严重,市场竞争越来越激烈,SN公司聚甲醛产品需要加大营销力度,减少销售成本,增加销售利润,逐步扭亏为盈。本文通过分析SN公司聚甲醛产品目前所处的宏观环境、微观环境,行业竞争状况、市场营销现状以及营销中存在的主要问题,力求及时调整企业的营销观念,优化现有的营销模式,完善分销渠道,抓住机遇,充分利用优势,提升企业竞争力,在激烈的市场竞争中占有一席之地。
[Abstract]:The domestic polyformaldehyde industry has experienced several stages of development, such as rising prices, high profits, fierce market competition, serious overcapacity, and the prices of domestic materials have dropped sharply until they have fallen below the cost line. In the next few years, the domestic production of POM will continue to increase, and foreign POM products will also be competing for the domestic market. The overall contradiction between supply and demand will intensify. As a result, the price of polyformaldehyde in domestic production enterprises will be at a low price for a long time. The chemical base of SN Company will adopt advanced coal chemical technology at home and abroad, and plan and build coal-based methanol, coal-based dimethyl ether, polyformaldehyde, coal-based olefin, coal oil, Coal-made natural gas and other large-scale coal chemical projects. At present, 850000 tons of methanol per year, 210000 tons of dimethyl ether, 1 million tons per year of coal to produce olefin and 60,000 tons of polyformaldehyde per year have been completed. Projects under construction have 4 million tons / year of indirect liquefaction of coal. By 2020, the total investment is expected to be 260 billion yuan, the scale of coal based olefins will reach 3.12 million tons per year, and the scale of coal liquefaction will reach 8 million tons per year. The scale of natural gas produced by coal has reached 4 billion m3 / yr since it was put into the market in 2011, after more than 4 years of sales exploration, propaganda and promotion, brand cultivation, it has already had a certain popularity and influence in the whole country. However, with the increasing production of POM in China and the serious homogenization among products, the market competition is becoming more and more intense. POM products of SN Company need to increase marketing efforts, reduce sales costs, increase sales profits, and gradually turn losses into profits. By analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing, this paper tries to adjust the marketing concept of enterprises in time by analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing of Polyformaldehyde products of SN Company. Optimize the existing marketing model, perfect the distribution channel, seize the opportunity, make full use of the advantages, enhance the competitiveness of enterprises, and occupy a place in the fierce market competition.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.7;F274
本文编号：2144796
[Abstract]:The domestic polyformaldehyde industry has experienced several stages of development, such as rising prices, high profits, fierce market competition, serious overcapacity, and the prices of domestic materials have dropped sharply until they have fallen below the cost line. In the next few years, the domestic production of POM will continue to increase, and foreign POM products will also be competing for the domestic market. The overall contradiction between supply and demand will intensify. As a result, the price of polyformaldehyde in domestic production enterprises will be at a low price for a long time. The chemical base of SN Company will adopt advanced coal chemical technology at home and abroad, and plan and build coal-based methanol, coal-based dimethyl ether, polyformaldehyde, coal-based olefin, coal oil, Coal-made natural gas and other large-scale coal chemical projects. At present, 850000 tons of methanol per year, 210000 tons of dimethyl ether, 1 million tons per year of coal to produce olefin and 60,000 tons of polyformaldehyde per year have been completed. Projects under construction have 4 million tons / year of indirect liquefaction of coal. By 2020, the total investment is expected to be 260 billion yuan, the scale of coal based olefins will reach 3.12 million tons per year, and the scale of coal liquefaction will reach 8 million tons per year. The scale of natural gas produced by coal has reached 4 billion m3 / yr since it was put into the market in 2011, after more than 4 years of sales exploration, propaganda and promotion, brand cultivation, it has already had a certain popularity and influence in the whole country. However, with the increasing production of POM in China and the serious homogenization among products, the market competition is becoming more and more intense. POM products of SN Company need to increase marketing efforts, reduce sales costs, increase sales profits, and gradually turn losses into profits. By analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing, this paper tries to adjust the marketing concept of enterprises in time by analyzing the macro environment, micro environment, industry competition, marketing status and the main problems existing in marketing of Polyformaldehyde products of SN Company. Optimize the existing marketing model, perfect the distribution channel, seize the opportunity, make full use of the advantages, enhance the competitiveness of enterprises, and occupy a place in the fierce market competition.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.7;F274
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