东元公司聚氨酯泡沫剂营销策略研究

发布时间：2018-07-04 15:21

本文选题：东元公司 + 聚氨酯泡沫剂(OCF)　；参考：《湘潭大学》2009年硕士论文

【摘要】： 聚氨酯泡沫剂全称单组分聚氨酯泡沫填缝剂(one component polyurethane foam简称OCF)是一种应用广泛,环保节能的化工产品。OCF产品在西方国家开始使用到现在已经经历了30多年的发展历程,我国的OCF产品从无到有也经历了10年时间。由于巨大的市场潜质和快速增长的市场容量,我国越来越成为各大公司竞争的焦点,2008年中国OCF产品行业增长率达到25%,总量达到6800万罐,是世界第三,亚洲第一的OCF市场;上海东元精细化工有限公司(简称东元公司)是一家以OCF为核心经营产品的化工生产企业。目前年产能超过3000万罐,占有30%以上的国内市场,并将大量OCF产品出口海外。 OCF产品的营销策略的确定是一个系统化的过程。通过对OCF行业及其上、下游市场分析,对行业营销环境进行系统的阐述;对东元公司产品面临的市场机会和环境威胁进行分析,结合东元公司的营销现状分析了公司产品的优势和劣势;对公司的营销管理进行系统的分析,了解竞争对手的状况,寻找当前营销工作中存在的主要问题。在此研究的基础上,对东元公司的OCF产品进行市场定位,根据OCF产品作为工业产品的特性,对市场进行细分,寻找合适的目标市场重点占领。以各种市场信息为依据建立合适的产品价格体系,调整目前的营销渠道体系,对人员和广告促销策略进行合理的设计。面对复杂多变的市场环境,面对日趋激烈的市场竞争形势,东元公司只有通过冷静地分析自身优势与劣势,洞察机会与威胁,深入地研究市场,从而确定正确的营销策略,才能有效地提高企业的应变能力与竞争实力,从而在残酷的竞争中立于不败之地。目前,我国聚氨酯泡沫剂产品的生产和消费发展仍然十分迅速,展望未来,我国聚氨酯泡沫剂产业可谓机遇与挑战并存。希望通过这样的分析,对于OCF行业中的企业研究产品市场变化、制定营销策略也会有所帮助。
[Abstract]:(one component polyurethane foam (one-component polyurethane foam filler) is a chemical product, which is widely used, environmental protection and energy saving. It has been used in western countries for more than 30 years. China's OCF products from scratch also experienced 10 years. Due to the huge market potential and rapid growth of market capacity, China is becoming the focus of competition among the major companies. In 2008, the growth rate of China's OCF-products industry reached 25%, and the total volume reached 68 million cans, making China the third largest market in the world and the first in Asia. Shanghai Dongyuan Fine Chemicals Co., Ltd. is a chemical production enterprise with OCF as its core products. At present, the annual production capacity exceeds 30 million cans, accounting for more than 30% of the domestic market, and a large number of OCF-products are exported overseas. The determination of marketing strategy for OCF-products is a systematic process. By analyzing the OCF industry and its upstream and downstream markets, the paper systematically expounds the marketing environment of the industry, and analyzes the market opportunities and environmental threats facing the products of Dongyuan Company. Combined with the current marketing situation of Dongyuan Company, this paper analyzes the advantages and disadvantages of the company's products, systematically analyzes the marketing management of the company, understands the situation of the competitors, and finds out the main problems existing in the current marketing work. On the basis of this research, the market positioning of OCF products of Dongyuan Company is carried out. According to the characteristics of OCF products as industrial products, the market is subdivided to find suitable target market focus. On the basis of all kinds of market information, this paper establishes a suitable product price system, adjusts the current marketing channel system, and designs reasonably the personnel and advertising promotion strategy. Facing the complex and changeable market environment and the increasingly fierce market competition situation, Dongyuan Company can only determine the correct marketing strategy by calmly analyzing its own strengths and weaknesses, insight into opportunities and threats, and in-depth study of the market. In order to effectively improve the enterprise's ability to adapt and competitive strength, thus in the cruel competition in an invincible position. At present, the production and consumption of polyurethane foam agent in China is still developing rapidly. Looking ahead, the industry of polyurethane foam agent in China can be described as opportunity and challenge. It is hoped that through this analysis, it will be helpful for the enterprises in OCF industry to study the changes of product market, and to formulate marketing strategies.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.72

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