本文選題：東元公司 + 聚氨酯泡沫劑(OCF)　； 參考：《湘潭大學(xué)》2009年碩士論文

【摘要】： 聚氨酯泡沫劑全稱單組分聚氨酯泡沫填縫劑(one component polyurethane foam簡(jiǎn)稱OCF)是一種應(yīng)用廣泛,環(huán)保節(jié)能的化工產(chǎn)品。OCF產(chǎn)品在西方國(guó)家開(kāi)始使用到現(xiàn)在已經(jīng)經(jīng)歷了30多年的發(fā)展歷程,我國(guó)的OCF產(chǎn)品從無(wú)到有也經(jīng)歷了10年時(shí)間。由于巨大的市場(chǎng)潛質(zhì)和快速增長(zhǎng)的市場(chǎng)容量,我國(guó)越來(lái)越成為各大公司競(jìng)爭(zhēng)的焦點(diǎn),2008年中國(guó)OCF產(chǎn)品行業(yè)增長(zhǎng)率達(dá)到25%,總量達(dá)到6800萬(wàn)罐,是世界第三,亞洲第一的OCF市場(chǎng);上海東元精細(xì)化工有限公司(簡(jiǎn)稱東元公司)是一家以O(shè)CF為核心經(jīng)營(yíng)產(chǎn)品的化工生產(chǎn)企業(yè)。目前年產(chǎn)能超過(guò)3000萬(wàn)罐,占有30%以上的國(guó)內(nèi)市場(chǎng),并將大量OCF產(chǎn)品出口海外。 OCF產(chǎn)品的營(yíng)銷策略的確定是一個(gè)系統(tǒng)化的過(guò)程。通過(guò)對(duì)OCF行業(yè)及其上、下游市場(chǎng)分析,對(duì)行業(yè)營(yíng)銷環(huán)境進(jìn)行系統(tǒng)的闡述;對(duì)東元公司產(chǎn)品面臨的市場(chǎng)機(jī)會(huì)和環(huán)境威脅進(jìn)行分析,結(jié)合東元公司的營(yíng)銷現(xiàn)狀分析了公司產(chǎn)品的優(yōu)勢(shì)和劣勢(shì);對(duì)公司的營(yíng)銷管理進(jìn)行系統(tǒng)的分析,了解競(jìng)爭(zhēng)對(duì)手的狀況,尋找當(dāng)前營(yíng)銷工作中存在的主要問(wèn)題。在此研究的基礎(chǔ)上,對(duì)東元公司的OCF產(chǎn)品進(jìn)行市場(chǎng)定位,根據(jù)OCF產(chǎn)品作為工業(yè)產(chǎn)品的特性,對(duì)市場(chǎng)進(jìn)行細(xì)分,尋找合適的目標(biāo)市場(chǎng)重點(diǎn)占領(lǐng)。以各種市場(chǎng)信息為依據(jù)建立合適的產(chǎn)品價(jià)格體系,調(diào)整目前的營(yíng)銷渠道體系,對(duì)人員和廣告促銷策略進(jìn)行合理的設(shè)計(jì)。面對(duì)復(fù)雜多變的市場(chǎng)環(huán)境,面對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng)形勢(shì),東元公司只有通過(guò)冷靜地分析自身優(yōu)勢(shì)與劣勢(shì),洞察機(jī)會(huì)與威脅,深入地研究市場(chǎng),從而確定正確的營(yíng)銷策略,才能有效地提高企業(yè)的應(yīng)變能力與競(jìng)爭(zhēng)實(shí)力,從而在殘酷的競(jìng)爭(zhēng)中立于不敗之地。 目前,我國(guó)聚氨酯泡沫劑產(chǎn)品的生產(chǎn)和消費(fèi)發(fā)展仍然十分迅速,展望未來(lái),我國(guó)聚氨酯泡沫劑產(chǎn)業(yè)可謂機(jī)遇與挑戰(zhàn)并存。希望通過(guò)這樣的分析,對(duì)于OCF行業(yè)中的企業(yè)研究產(chǎn)品市場(chǎng)變化、制定營(yíng)銷策略也會(huì)有所幫助。
[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.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.72

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