中国石化福建石油分公司乙二醇的社会化媒体营销策略研究
发布时间：2019-05-10 09:14
【摘要】：近年来,社会化媒体被人们广为接受,国内外企业运用社会化媒体进行营销的成功例子屡见不鲜。社会化媒体营销人人参与、准确定位目标群体以及重视沟通互动的特性有助于拉近企业与目标客户的距离,为企业争取更多的优质客户。乙二醇(EG)是一种重要的有机化工原料,主要应用于聚酯化纤行业。随着近年来我国经济的稳步增长及国家相关政策的推动,国内聚酯化纤行业发展迅猛,随之带来乙二醇市场需求的不断攀升。尽管全球乙二醇产能过剩,但是在我国依旧是产不足需,每年都大量依赖于进口；而作为化纤服装行业高度发达的福建省,乙二醇的需求缺口更大。福建石油分公司作为中国石化在福建的分支,在历经数次的变革和改制后,目前以化工产品及成品油管道的经营管理为主营业务。在化工产品的市场经营中,商品的同质性较高,客户对商品的期望值除了商品本身外,更多的向商品的品牌、公司的服务及合作的便利等方面延伸,因此创新营销方式,提供便利服务是未来化工企业获得市场竞争优势的重要方向。公司看到了乙二醇市场的巨大商机,迅速与中国石化化工销售华东分公司展开合作,将乙二醇作为一个主打品种来经营。由于市场介入慢人一拍,加上营销力量的单薄,公司在市场占有率上一时处于劣势。如何有效发挥品牌优势、彰显核心竞争力,寻求高效直接的组合营销策略开展乙二醇经营业务成为了一个摆在眼前的重要课题。本文以当下主流的营销理论为基础,结合中国石化福建石油分公司乙二醇经营的实际情况,运用PEST分析、波特五力模型、SWOT分析等手段,就未来省内、省外乙二醇行业现状、发展趋势,以及影响乙二醇销售的多方面因素进行分析。在充分论证了社会化媒体营销策略可行性的同时,利用问卷调查的方式获取相关的数据资料,切合实际地提出公司在乙二醇经营中应用社会化媒体营销策略,并论述了实施社会化媒体营销策略的详细步骤和具体内容,以及相应的支持与保障措施。最后希望通过新的营销思路构建,为公司其他经营品种提供参考,丰富营销手段,提升公司的整体营销水平和市场竞争力。
[Abstract]:In recent years, social media has been widely accepted, and successful examples of domestic and foreign enterprises using social media for marketing are not uncommon. The characteristics of social media marketing, such as participation of everyone, accurate positioning of target groups and emphasis on communication and interaction, are helpful to narrow the distance between enterprises and target customers and strive for more high-quality customers for enterprises. Ethylene glycol (EG) is an important organic chemical raw material, which is mainly used in polyester chemical fiber industry. With the steady economic growth of our country in recent years and the promotion of relevant national policies, the domestic polyester chemical fiber industry has developed rapidly, which has led to the rising demand of ethylene glycol market. Despite the overcapacity of ethylene glycol in the world, ethylene glycol is still insufficient in China and depends heavily on imports every year, while in Fujian Province, which is highly developed in chemical fiber garment industry, the demand gap of ethylene glycol is even larger. Fujian Petroleum Branch, as a branch of Sinopec in Fujian, is mainly engaged in the management of chemical products and finished oil pipelines after several changes and reforms. In the market management of chemical products, the homogeneity of commodities is relatively high. In addition to the goods themselves, the expectation value of customers for commodities extends more to the brand of goods, the service of the company and the convenience of cooperation, so the marketing mode is innovated. Providing convenient service is an important direction for chemical enterprises to obtain market competitive advantage in the future. Seeing the huge business opportunity of ethylene glycol market, the company quickly cooperated with Sinopec East China Branch to manage ethylene glycol as a main variety. Due to the slow market intervention, coupled with the weak marketing power, the company is at a disadvantage in market share for a while. How to give full play to the brand advantages, highlight the core competitiveness, and seek efficient and direct combination marketing strategy to carry out ethylene glycol business has become an important issue in front of us. Based on the current mainstream marketing theory and combined with the actual situation of ethylene glycol management in Fujian Petroleum Company of Sinopec, this paper makes use of PEST analysis, Porter five force model, SWOT analysis and other means to analyze the present situation of ethylene glycol industry in and out of the province in the future. The development trend and many factors affecting ethylene glycol sales were analyzed. At the same time, the feasibility of social media marketing strategy is fully demonstrated, and the relevant data are obtained by means of questionnaire survey, and the company's application of social media marketing strategy in ethylene glycol management is put forward realistically. This paper also discusses the detailed steps and concrete contents of implementing the marketing strategy of social media, as well as the corresponding support and safeguard measures. Finally, it is hoped that through the construction of new marketing ideas, it can provide reference for other business varieties of the company, enrich the marketing means, and improve the overall marketing level and market competitiveness of the company.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72
本文编号：2473535
[Abstract]:In recent years, social media has been widely accepted, and successful examples of domestic and foreign enterprises using social media for marketing are not uncommon. The characteristics of social media marketing, such as participation of everyone, accurate positioning of target groups and emphasis on communication and interaction, are helpful to narrow the distance between enterprises and target customers and strive for more high-quality customers for enterprises. Ethylene glycol (EG) is an important organic chemical raw material, which is mainly used in polyester chemical fiber industry. With the steady economic growth of our country in recent years and the promotion of relevant national policies, the domestic polyester chemical fiber industry has developed rapidly, which has led to the rising demand of ethylene glycol market. Despite the overcapacity of ethylene glycol in the world, ethylene glycol is still insufficient in China and depends heavily on imports every year, while in Fujian Province, which is highly developed in chemical fiber garment industry, the demand gap of ethylene glycol is even larger. Fujian Petroleum Branch, as a branch of Sinopec in Fujian, is mainly engaged in the management of chemical products and finished oil pipelines after several changes and reforms. In the market management of chemical products, the homogeneity of commodities is relatively high. In addition to the goods themselves, the expectation value of customers for commodities extends more to the brand of goods, the service of the company and the convenience of cooperation, so the marketing mode is innovated. Providing convenient service is an important direction for chemical enterprises to obtain market competitive advantage in the future. Seeing the huge business opportunity of ethylene glycol market, the company quickly cooperated with Sinopec East China Branch to manage ethylene glycol as a main variety. Due to the slow market intervention, coupled with the weak marketing power, the company is at a disadvantage in market share for a while. How to give full play to the brand advantages, highlight the core competitiveness, and seek efficient and direct combination marketing strategy to carry out ethylene glycol business has become an important issue in front of us. Based on the current mainstream marketing theory and combined with the actual situation of ethylene glycol management in Fujian Petroleum Company of Sinopec, this paper makes use of PEST analysis, Porter five force model, SWOT analysis and other means to analyze the present situation of ethylene glycol industry in and out of the province in the future. The development trend and many factors affecting ethylene glycol sales were analyzed. At the same time, the feasibility of social media marketing strategy is fully demonstrated, and the relevant data are obtained by means of questionnaire survey, and the company's application of social media marketing strategy in ethylene glycol management is put forward realistically. This paper also discusses the detailed steps and concrete contents of implementing the marketing strategy of social media, as well as the corresponding support and safeguard measures. Finally, it is hoped that through the construction of new marketing ideas, it can provide reference for other business varieties of the company, enrich the marketing means, and improve the overall marketing level and market competitiveness of the company.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72
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