炼化设计企业的市场开发策略研究

发布时间：2018-10-04 23:35

【摘要】：我国国民经济发展迅速,能源需求不断增大,特别是石油产品供应日益紧张,先后多个炼化企业进行了扩能扩产,并有一批炼化产能项目计划新建。随着产业布局不合理、环境污染等问题逐渐暴露,国家出台了一系列产业布局、安全环保、节能减排等相关政策性的法律法规及指导意见,引导炼化行业发展。作为炼化项目建设的主要参与者,炼化设计企业在市场开发方面需要进行相应的营销策略调整。另外,在炼化产业格局建设完成后,将少有新上炼化装置需要建设,只会有部分技修技改项目和小型建设项目,炼化设计行业将不会有更多的新建装置设计任务,炼化设计企业的市场竞争日趋激烈。本文从炼化设计企业市场开发角度,利用PEST、波特五力模型和SWOT等分析方法对炼化设计企业的外部和内部环境进行分析,运用4Ps营销组合策略对企业在产品、价格、渠道和促销方式上应采取的市场开发策略进行了重点描述。论文的核心部分在第四至六章节,主要内容是对炼化设计企业和具有典型代表意义的案例企业CE公司进行详细分析,以确定市场开发策略。在第四章,主要从政治法律环境(P)、经济环境(E)、社会环境(S)、技术环境(T)四个方面,分析炼化设计行业的外部宏观环境;运用波特五力模型,从新进入者威胁等五个方面进行炼化设计行业竞争环境分析。在第五章,以CE公司为例,运用SWOT分析法详细分析了CE公司的内部竞争优势和劣势,以及外部机会和威胁,并以此绘制矩阵分析表,分析确定CE公司在现阶段适合选择增长型战略。在第六章,运用4Ps营销组合策略确定市场开发策略,即继续巩固原有市场,并在新市场区域有突破,提高各个区域炼化设计市场的竞争力,在上下游跨界装置和关联装置上实现市场份额增长,依托技术优势开拓煤化工装置设计市场,在保证国内市场份额的前提下扩大海外市场份额,同时以设计为主业扩大工程总承包业务,本章主要阐述了市场开发策略的目标制定、主要策略以及实施保障。希望通过本文对炼化设计市场的研究,能够对各炼化设计企业和计划进入炼化设计行业的企业起到积极的作用。
[Abstract]:With the rapid development of China's national economy and the increasing energy demand, especially the increasingly tight supply of petroleum products, many refineries and chemical enterprises have carried out capacity expansion and expansion, and a number of refining and chemical production capacity projects are planned to be built. With the unreasonable industrial layout and environmental pollution problems, the state has issued a series of industrial layout, safety, environmental protection, energy conservation and emission reduction and other related policy laws, regulations and guidance to guide the development of the refining and chemical industry. As the main participants in refinery project construction, refinery design enterprises need to adjust their marketing strategies in market development. In addition, after the construction of the structure of the refining and chemical industry has been completed, there will be few new refineries to be built, only some technical and technical renovation projects and small construction projects, and there will not be more new plant design tasks in the refining and chemical design industry. The market competition of refinery design enterprises is becoming more and more fierce. From the point of view of market development of refinery design enterprises, this paper analyzes the external and internal environment of refinery design enterprises by using PEST, Porter five-force model and SWOT, and uses 4Ps marketing combination strategy to analyze the products and prices of the enterprises. The market development strategy should be adopted in the channel and promotion mode is described in detail. The core part of the paper is in the fourth to sixth chapters, the main content is to analyze the refining and chemical design enterprises and the typical case enterprise CE company in order to determine the market development strategy. In the fourth chapter, from four aspects of political and legal environment, (P), economic environment, (E), social environment, (S), technology environment, (T), the external macro environment of refinery design industry is analyzed, and the Porter five-force model is used. This paper analyzes the competitive environment of refining design industry from five aspects, such as the threat of new entrants. In the fifth chapter, taking CE Company as an example, the paper analyzes the internal competitive advantages and disadvantages, as well as external opportunities and threats of CE Company in detail by using SWOT analysis method, and draws a matrix analysis table. The analysis determines that CE is suitable for choosing growth strategy at this stage. In the sixth chapter, using the 4Ps marketing combination strategy to determine the market development strategy, that is, to continue to consolidate the original market, and in the new market areas to break through, improve the competitiveness of each region of the refining design market, To achieve market share growth in upstream and downstream cross-border plants and related devices, to expand overseas market share on the premise of ensuring domestic market share, relying on technological advantages to open up the coal chemical plant design market, At the same time, the design as the main business to expand the general contracting business, this chapter mainly describes the market development strategy of the goal, the main strategy and implementation of the protection. It is hoped that the research on the refining design market can play a positive role in the refinery design enterprises and the enterprises planning to enter the refining design industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7

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