抚顺石油化工公司甲乙酮产品营销战略研究.pdf

大连理工大学
硕士学位论文
抚顺石油化工公司甲乙酮产品营销战略研究
姓名:玄昌伟
申请学位级别:硕士
专业:高级管理人员工商管理
指导教师:董大海
20060530
大连理工大学专业学位硕士学位论文
摘要
改革开放以来,随着我国社会主义市场经济体制的建立,各种先进的市场营销理念
涌入进来,成为我国市场经济蓬勃发展的助推器。在国有企业建立现代企业制度的进程
中,产品市场逐步完成了由卖方市场向买方市场的转变,有关营销战略战术的研究正式
提上议事日程。深入研究和探索产品营销战略,无论对于拓展市场营销学的理论内涵,
还是对于提高企业的经济效益都是大有裨益的。
本文紧密结合抚噸石油化工公司的企业特点,通过对主导产品一一甲乙酮营销战略
的研究,重点探讨和研究了面向石化行业的企业营销战略的本质特征,在对宏观环境进
行客观评价和对竞争形势进行系统分析的基础上,确定了产品的目标市场和市场定位,
提出了适合甲乙酮产品的营销组合战略,以期通过本文的研究,能够对公司今后经营和
发展思路的丰富抛砖引玉,提供可资借鉴的理念支持。
为了更好地硏究和确立甲乙酮产品营销战略的脉络体系,本文首先阐述了抚顺石油
化工公司的企业背景和产品特点,总结和提炼了甲乙酮业务经营情况以及面临的营销挑
战:其次是分析了甲乙酮市场供求情况;第三是从宏观环境、市场占有率和竞争形势的
角度系统分析了甲乙酮产品的市场竞争情况;第四是通过对市场细分、目标市场选择和
市场定位的论证,确定了甲乙酮产品的目标市场决策;第五是制定了包括市场战略、渠
道战略和价格战略在内的甲乙酮产品市场营销组合战略,提出了适合抚顺石化甲乙酮产
品的营销战略和营销建议。
关键词:抚顾石化;甲乙酮产品;营销战略
抚顺石油化工公司甲乙酮产品营销战略研究
Marketing Strategy Research in MEK Product of FSPCC
Abstract
Since the opening policy has been carried on, along with the establishment of china's
socialism market economy system, all kinds of modern marketing principle rushed in to china,
which have become the roll rooster of the development of the prosperous market economy.
During the process of building up modern enterprise system for the state-owned company, the
product market has gradually completed the transition from selling market to the buyer
market, and the strategy research for marketing has actually been put in to the agenda. It is a
great benefit to research an investigate the product marketing strategy thoroughly, both for
expending the marketing theories and the increasing of enterprises margin
Based on the marketing strategy research on FSPCC'S dominant product-mek, and
combined with the Fspcc's own situation, the text is mainly focused on the real
haracteristics of business marketing strategy for the petrochemical enterprises. Base on the
ective of macroscopic environment and analyzing of competition situation, made sure the
target market and the market position of the product, give the marketing combine strategy suit
to the MEK product, the aim is to provide use ul principle support, lead a good way for the
company,'s management and development idea through this paper.
In order to research and build the system of marketing strategy of MEK product better,
the texts explicate first the enterprise background and product characteristics of FSPCC.
Summary and the marketing challenge that it face; The next in order, it analyzed the
circumstance of MEK product market need; The third is to analyze the market competition
circumstance of MEK product from the angle of macroscopic environment, market share and
competition trend; The fourth through the argument of market subdivide, the target market
choice and market position, made sure the target market of MEK product; The fifth is drew up
the MEK product marketing combine strategy include the market strategy, direct strategy,
price strategy, give the perfect marketing strategy and marketing suggestion which is suit to
the MEK product of FSPCC
Keywords: FSPCC; MEK product; marketing strategy