文档介绍：河北工业大学
硕士学位论文
福建纺织化纤集团有限公司聚乙烯醇产品营销策略研究
姓名:张懋
申请学位级别:硕士
专业:工商管理
指导教师:刘宏
20060601
河北工业大学工商管理硕士(MBA)学位论文
福建纺织化纤集团有限公司聚乙烯醇产品营销策略
摘要
产品营销策略是随着外界环境、市场条件的发展变化而变化,主要体现在随着市场条
件的改变,营销观念、营销手段、营销组合策略随之发生变化,使企业能动地适应环境、
控制环境。企业要以顾客需求和市场为导向,关注与顾客建立长期稳定合作关系,提供给
顾客质优价廉的产品和令顾客满意的服务。这就要求企业要注重营销组合策略,不仅考虑
产品、价格、渠道和促销,还必须以顾客为中心,考虑顾客、成本、服务与沟通,真正做
到一切替顾客着想,着眼于企业的长远可持续发展。
福纺纤聚乙烯醇系列产品面临着激烈的市场竞争,由于竞争的加剧和企业面临的各种
环境因素变化多端,导致企业要进行重新的市场定位和营销战略设计。通过对该企业的产
品营销策略进行研究,可以进一步完善和提高企业的营销水平,对同行及相类似企业具有
参考和借鉴意义。
论文详细剖析聚乙烯醇的三种生产工艺路线的优劣,分析聚乙烯醇国内外市场状况及
市场结构和特点,并对竞争对手进行甄别和综合评价,在此基础上分析福纺纤企业概况、
聚乙烯醇系列产品结构、企业资源状况和企业的 SWOT 分析,制定企业的营销战略,从营
销战略的高度指导福纺纤营销策略的实施重点,并以此为切入点,制定福纺纤聚乙烯醇系
列产品营销策略,突出做好关系营销和服务营销,实施好顾客满意战略,最后制定并落实
营销计划,并对本论文的不足和福纺纤营销策略未来的思路提出一些构想和建议。
关键词:营销策略竞争分析顾客满意服务营销关系营销聚乙烯醇
i
Marketing Strategies of Fujian Textile & Chemical Fiber Group Co.,
Ltd to Its Product of Polyvinyl Alcohol
ABSTRACT
The marketing strategies and tactics will be improved when the external circumstance and
market conditions change. It mainly reflects that when market conditions change, ideas, means
binatorial strategies for the marketing shall be improved to meet situation needs and
controlling situation for enterprises initiatively. The enterprises take needs of customers and
market as their orientation, pay close attention to create the cooperative relationship of long-term
stability with their customers, and provide products of fine and cheap quality and satisfying
service for their customers. It requires enterprises to lay stress on binatorial marketing
strategies that they not only shall consider their products, prices, circulations and sales promotion,
but also must take the customers as the center, think over how their cost, how give service to
them municate with them, really have the customers in their mind, and aim a long-term
and sustainable development for the enterprises.
It is a petition in the market that a series