H公司热熔胶目标市场营销研究

发布时间：2019-01-09 12:20

【摘要】：所谓热熔胶,这是一种热熔型的胶粘剂习惯性简称,作为一种粘合剂,热熔胶是以基于热塑性树脂作为基本体,因为一般表现为单组份所以其固化速度十分快,热熔胶拥有丰富的原料来源,而且原料普遍价格不高,是一种环保型无污染的胶粘剂。因此,是时下最被人看好的拥有发展前途的一种粘合剂,并在诸多领域被广泛应用,比如说一次性用品领域、食品包装领域、家具领域、书本装订领域等等,不一而同。在整个胶粘剂的大家族当中热熔胶作为最具备典型性的一种无污染环保胶粘剂,可谓是顺应时代发展大趋势由此也得到人们重视因此不断被科技推动着发展。一方面其技术处于持续升级中,另一方面包括制造业在内的诸多领域都在同时不断扩大应用范围及应用数量。可以说全世界的这一大市场是处于一种蒸蒸日上的稳健发展情势,而在这其中,我国市场因为拥有的巨大消费潜力正逐步成为当前最主要的一个热熔胶应用市场。而且近一段时间我国政府和人民对于环保要求可谓是与日俱增,所以,热熔胶因其无污染和环保性,自然也就成为我国发展胶粘剂的重点方向。从《我国胶粘剂市场及“十二五”发展规划》等相关资料了解到,中国热熔胶的生产量将从2011的近五十万吨增长到2015年的九十万吨,复合增长率近17%；与此同时销售额也处于不断攀升由2011年的人民币73亿元,如今已经增长到人民币145亿元,以19%的相关复合性增长率不断提升。本篇论文基于H公司作为研究对象,对H公司开展热熔胶产品的一系列市场营销策略进行探索和分析,对H公司热熔胶产品的市场营销进行分析,同时基于文章所学MBA课程当中的STP方法、波特五力分析法、营销学4P原理、以及SWOT态势分析法等等相关理论、工具,针对H公司的产品(热熔胶)开展了目标市场的营销战略分析、市场细分、产品定位以及营销策略组合选择等等,由此充满指向性地针对H公司产品提出具体市场营销策略组合和实施建议。
[Abstract]:The so-called hot melt adhesive, which is the habitual abbreviation of a hot melt adhesive, as a kind of adhesive, the hot melt adhesive is based on thermoplastic resin as the basic body, because it is generally expressed as a single component, so its curing speed is very fast. Hot melt adhesive has abundant raw material source, and the raw material price is not high, it is a kind of environmental-friendly non-pollution adhesive. Therefore, it is one of the most promising binders and has been widely used in many fields, such as disposable products, food packaging, furniture, bookbinding and so on. In the whole adhesive family, hot melt adhesive, as the most typical non-pollution environmental protection adhesive, can be said to conform to the trend of development of the times, so people pay more attention to it, so it is constantly promoted by science and technology. On the one hand, its technology is continuously upgraded, on the other hand, many fields, including manufacturing industry, are constantly expanding the scope of application and the number of applications at the same time. It can be said that this big market in the world is in a steady developing situation, and among them, our country market is gradually becoming the main hot melt adhesive application market because of its huge consumption potential. In recent years, the demand for environmental protection of our government and people is increasing day by day. Therefore, the hot melt adhesive, because of its no pollution and environmental protection, will naturally become the focus of the development of adhesives in China. According to the relevant data such as "adhesive Market in China and the 12th Five-Year Plan", the production of hot melt adhesive in China will increase from nearly half a million tons in 2011 to 900, 000 tons in 2015, and the compound growth rate will be nearly 17 million tons. Sales, meanwhile, have climbed from 7.3 billion yuan in 2011 to 14.5 billion yuan, rising at a combined 19 percent growth rate. Based on H Company as the research object, this paper explores and analyzes a series of marketing strategies of H Company's hot melt adhesive products, and analyzes the marketing of H company hot melt adhesive products. At the same time, based on the STP method, Porter's five-force analysis, marketing 4P principle, SWOT situation analysis and other related theories and tools, Aiming at H Company's products (hot melt adhesive), the marketing strategy analysis, market segmentation, product positioning and marketing strategy combination selection are carried out in the target market. Therefore, the specific marketing strategy combination and implementation suggestions for H Company products are put forward.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.7

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