正聚硅橡胶公司市场营销策略研究

发布时间：2018-02-21 19:47

本文关键词： 正聚公司硅橡胶营销策略　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：进入新世纪以来,随着产业结构的进一步完善和深化调整,硅橡胶行业发展迅速,其应用领域由起初的航空、军工行业,发展到如今广泛应用到电子电器、汽车及其它交通工具、机械及办公设备行业、医疗及保健产品、生活日用品等各个领域,业界预测,随着我国国民经济的发展,对硅橡胶的需求将一直保持在20%以上的速度增长。虽然硅橡胶行业发展前景广阔,但很多硅橡胶加工企业经营业绩并不理想,业务惨淡。本文重点讨论的正聚硅橡胶公司,一直致力于硅橡胶产品的开发和生产,其主要从事于普通硅橡胶和气相胶的热硫化成型,但由于对竞争环境缺少研究、营销策略不够系统和科学,导致企业销售业绩一直增长缓慢。和国内许多中小企业一样,一方面作为市场的追随者,在企业管理、市场开发、经验积累和科技创新方面存在先天不足；另一方面产品同质化严重,企业缺乏核心竞争力,恶性的价格竞争不断压缩企业利润空间,企业的生存受到极大挑战。本论文综合分析了正聚公司所面临的外部宏观环境状况、行业内竞争结构和企业内市场营销现状,运用SWOT分析方法对正聚公司优势、劣势、威胁和机会进行了比较分析和要素匹配；同时运用市场细分理论对目标市场进行了剖析,在市场调研的基础上,按照产品的成长性和细分市场的规模等对目标市场进行了选择并确定了目标市场定位。论文重点研究了公司的差异化营销组合策略,对正聚公司在产品、渠道、价格、促销和服务营销策略等方面作出了调整和构建,建议加快产品开化进度、优化产品组合、完善销售渠道、应用灵活的定价方式、整合企业营销、在提升客户价值的基础上与客户建立良好关系。论文还对营销策略保障和实施控制提出了具体措施。
[Abstract]:Since the beginning of the new century, with the further improvement and deepening adjustment of the industrial structure, the silicone rubber industry has developed rapidly. Its application field has developed from the aviation and military industry at the beginning to now widely used in electronic and electrical appliances. Automobile and other means of transportation, machinery and office equipment industry, medical and health products, daily necessities and other fields, industry forecasts, with the development of China's national economy, The demand for silicone rubber will continue to increase at a rate of more than 20%. Although the development prospects of silicone rubber industry are broad, many silicone rubber processing enterprises are not doing well and their business is poor. Has been committed to the development and production of silicone rubber products, mainly engaged in the common silicone rubber and gas rubber hot vulcanization molding, but due to the lack of research on the competitive environment, marketing strategy is not systematic and scientific, Like many small and medium-sized enterprises in China, on the one hand, as a follower of the market, there are inherent deficiencies in business management, market development, experience accumulation and scientific and technological innovation; On the other hand, the product homogeneity is serious, the enterprise lacks the core competitive power, the vicious price competition unceasingly compresses the enterprise profit space, the enterprise survival receives the great challenge. The competitive structure in the industry and the present situation of marketing in the enterprise are compared and matched by using the SWOT analysis method to analyze the strengths, weaknesses, threats and opportunities of the company, and the target market is analyzed by using the theory of market segmentation. On the basis of market research, the target market is selected and the target market positioning is determined according to the product growth and the size of the subdivision market. The channel, price, promotion and service marketing strategies have been adjusted and constructed. Suggestions are made to speed up the process of product development, optimize the product mix, improve sales channels, apply flexible pricing methods, and integrate enterprise marketing. On the basis of enhancing customer value, the paper establishes good relationship with customer. The paper also puts forward some concrete measures for marketing strategy guarantee and implementation control.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

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