K石化公司企业营销战略研究

发布时间：2019-05-30 05:22

【摘要】：中国的石蜡产量及出口量在全世界居于前列,但我国石蜡工业虽然拥有资源和规模优势,却没能获取更大的经济效益,造成这种状况的一个主要原因是我国的石蜡出口企业还没有建立完善的营销体系。因此,对于石蜡出口企业来说,建立完善的营销体系不仅能够增加企业利润、促进企业自身的发展,还能有利于我国树立与石蜡出口大国地位相匹配的对外品牌形象,进一步加强和巩固其在全世界各国经济贸易中的位置,这样中国才能在激烈的全球市场竞争中获得更为明显的竞争优势。K石化公司是一家专业从事石蜡及相关蜡制品生产、加工及出口贸易的中外合资企业,拥有员工超过千人、年出口额超过1亿5千万美元,是国内石蜡类产品出口的龙头企业,但随着业务的不断发展及业务量的不断扩大,公司发展遇到了瓶颈。根据数据统计发现该公司每年业务量的增加速度在逐渐降低,表明了公司的发展空间与发展速度受到了限制,公司业务发展或许即将面临止步不前甚至倒退的风险。同时,受国际经济与市场形势波动影响,该公司业务量水平也非常不稳定,这给公司稳定运营及资金周转造成了风险,因此希望通过研究解决该公司目前面临的问题,使得该公司可以重获发展空间并帮助其增强对抗国际市场剧烈波动风险的能力。本文依据传统的4Ps营销组合理论,结合K石化公司的实际情况,对K石化公司石蜡出口的营销组合策略进行了研究。本文首先结合K石化公司石蜡出口营销现状指出了K石化公司石蜡出口营销中存在的问题,接下来从内外两个方面分析了K石化公司石蜡出口营销的市场环境,通过对K石化公司的竞争力进行SWOT分析,重点指出了其石蜡出口的劣势为:缺乏相应的营销体系、出口产品品种单一缺少高附加值产品、市场信息闭塞,在此基础上对K石化公司石蜡出口的目标市场进行定位并结合营销组合理论,针对K石化公司在石蜡出口中存在的问题分别设计了K石化公司石蜡出口营销产品、价格策略、产品营销方式与促销手段后,最终给出了确保产品出口营销顺利实施的相关策略。
[Abstract]:China's paraffin wax output and export volume are among the highest in the world, but although China's paraffin industry has the advantages of resources and scale, it has not been able to obtain greater economic benefits. One of the main reasons for this situation is that paraffin export enterprises in China have not yet established a perfect marketing system. Therefore, for paraffin export enterprises, the establishment of a perfect marketing system can not only increase the profits of enterprises and promote the development of enterprises themselves, but also help our country to establish a foreign brand image matching the status of paraffin export power. Further strengthen and consolidate its position in the economy and trade of all countries in the world, so that China can gain a more obvious competitive advantage in the fierce global market competition. K Petrochemical Company is a professional manufacturer of paraffin wax and related wax products. Sino-foreign joint ventures in processing and export trade have more than 1,000 employees and an annual export value of more than US $150 million. They are the leading enterprises for the export of paraffin products in China, but with the continuous development of business and the continuous expansion of business volume, The development of the company has encountered a bottleneck. According to the data statistics, it is found that the annual business volume of the company is gradually decreasing, indicating that the development space and speed of the company are limited, and the business development of the company may soon face the risk of stagnation or even retrogression. At the same time, affected by the fluctuations in the international economic and market situation, the business level of the company is also very unstable, which poses a risk to the stable operation and capital turnover of the company, so I hope to solve the problems facing the company through research. Allows the company to regain space and help it strengthen its ability to counter volatile risks in international markets. According to the traditional 4Ps marketing combination theory and the actual situation of K Petrochemical Company, this paper studies the marketing combination strategy of paraffin wax export of K Petrochemical Company. This paper first points out the problems existing in paraffin export marketing of K Petrochemical Company according to the present situation of paraffin export marketing of K Petrochemical Company, and then analyzes the market environment of paraffin export marketing of K Petrochemical Company from both internal and external aspects. Based on the SWOT analysis of the competitiveness of K Petrochemical Company, it is pointed out that the disadvantages of paraffin wax export are as follows: lack of corresponding marketing system, single variety of export products, lack of high value-added products, closed market information, On this basis, the target market of paraffin wax export of K Petrochemical Company is positioned and combined with the marketing combination theory, aiming at the problems existing in paraffin export of K Petrochemical Company, the paraffin export marketing products and price strategies of K Petrochemical Company are designed respectively. After the product marketing mode and the promotion means, finally gives the related strategy to ensure the product export marketing smooth implementation.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72

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