伊泰煤化工产品市场营销策略研究

发布时间：2018-05-04 01:20

本文选题：伊泰集团 + 煤化工　；参考：《内蒙古财经大学》2014年硕士论文

【摘要】：煤化工产业分为传统煤化工和现代煤化工两种。传统煤化工主要包括合成氨、甲醇、焦炭和电石四种产品；现代煤化工是指那些替代石油或石油化工的产品,目前主要包括煤制油、煤制烯烃、煤制二甲醚、煤制天然气、煤制乙二醇等有机原料。伊泰集团依托煤炭资源优势,大力延伸产业链,投资设立内蒙古伊泰煤制油有限责任公司,主要从事煤制油产业。企业想获得利润,强大的市场营销能力是不可或缺的。本文通过SWOT分析,总结出伊泰集团煤化工产品市场营销具有的优势和劣势,分析适合伊泰集团的煤化工产品市场营销策略,总结出有利于推动煤化工市场营销的措施,推而广之,希望对内蒙古民营煤化工企业在煤化工产品的市场营销方面起到一定的启迪作用。同时也为他人的相关研究提供有益的借鉴与参考作用。本课题运用到的研究方法有：调查法、文献研究法、个案研究法。本文介绍了伊泰集团经营情况,指出伊泰集团煤化工产品营销具备的优势和劣势,提出营销策略,总结出营销措施。结合当前环境治理国情,从环境保护方面,建议伊泰集团树立煤化工营销品牌优势应注重绿色营销,为减少雾霾贡献力量。本文的主要贡献如下：第一,运用SWOT对伊泰集团煤化工产品营销进行分析第二,给出煤化工产品市场营销策略和实施措施建议第三,结合当前环境治理国情,树立伊泰煤化工绿色营销品牌理念
[Abstract]:The coal chemical industry is divided into two kinds of traditional coal chemical industry and modern coal chemical industry. The traditional coal chemical industry mainly includes four kinds of products: synthetic ammonia, methanol, coke and calcium carbide. The modern coal chemical industry refers to those products that replace petroleum or petrochemical. At present, it mainly includes coal oil, coal olefins, coal two methyl ether, coal natural gas, coal glycol and so on. Material.
Relying on the advantage of coal resources, Yitai group has extended the industrial chain vigorously and invested the Inner Mongolia Yitai Coal oil limited liability company, which mainly engaged in the coal oil industry. The enterprise wants to gain profit, and the powerful marketing ability is indispensable. This article has summed up the advantages and the advantages of the coal chemical products marketing of Yitai group by SWOT analysis. Inferiority, analyze the marketing strategy of coal chemical products suitable for Yitai group, sum up the measures that are beneficial to promote the marketing of coal chemical industry, and hope to play a certain inspiring role in the marketing of coal chemical products in Inner Mongolia private coal chemical enterprises. Reference function.
The research methods used in this study include investigation, literature research and case study.
This paper introduces the operation situation of Yitai group, points out the advantages and disadvantages of the marketing of coal chemical products in Yitai group, puts forward marketing strategy and summarizes the marketing measures. According to the current environmental governance conditions and environmental protection, it suggests that Yitai group should pay attention to green marketing to set up the brand advantage of coal chemical marketing and contribute to reducing the fog and haze.
The main contributions of this article are as follows:
First, SWOT is used to analyze the marketing of coal chemical products of Yitai group.
Second, the marketing strategies and implementation measures of coal chemical products are given.
Third, in line with the current situation of environmental governance, set up the brand concept of Yitai Coal chemical industry's green marketing.

【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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