N公司聚氨酯催化剂产品营销策略研究(硕士)

N公司聚氨酯催化剂产品营销策略研究(硕士)(论文36000字)
摘   要
随着全球经济的发展，不仅国内市场，整个国外市场对聚氨酯的需求量增加迅猛。聚氨酯在西欧、北美和亚太地区产销量，占到全球总量的85%以上，其中作为全球最大的聚氨酯市场的亚太地区占全球市场份额的45%左右。对于包括中国在内的许多新兴国家来说，由于综合实力逐步增强，对聚氨酯的需求也在日益增加。笔者作为国际贸易销售人员，这也有利于了N公司对聚氨酯催化剂的国际出口布局。
本文论述了N公司作为一家聚氨酯催化剂的贸易公司，2016年跟工厂四川Z合并，并且N公司，Z工厂与中国科学院共同建立了之江研究院作为研发基地，除此之外跟多家聚氨酯相关生产厂家有合作协议。目前N公司跟国内前几大聚氨酯生产厂家供货包括的万华，陶氏，红宝丽化工合作，是国内目前最大的聚氨酯催化剂的供应商。然而在国际上面对激烈的国际聚氨酯催化剂市场竞争，国外市场仍然是欧美化工巨头处于寡头垄断地位,占据大半壁江山，间接导致N公司跨国程度低，国际收入不高。现在笔者负责N公司的国际业务，选择N公司的国际业务营销作为课题来进行研究，希望能为N公司在激烈的国际市场竞争中开辟新的国际市场，扩大市场份额做出贡献。
本文通过对公司的PESTEL外部环境分析和波特五力模型的内部环境整理，指出本文在保持住东南亚现有市场的优势情况下应扩大跨国程度，优势是聚氨酯行业催化剂目前还无法找到替代品，国内一带一路国家鼓励支持化工企业的蓬勃发展的利好政策下。N公司虽然国内业绩遥遥领先，但是在国际上表现并不理想，原因是：没有建立完善的客户管理体系；销售人员缺少系统培训；国际营销策略还未建立等；缺少市场调研，没有定制化生产。结合自身情况的和外部情况分析将目标市场锁定为美国为主中东兼顾，通过一些创新的营销建议逐步扩大国际市场份额。
    本文建议将N公司的国际市场营销方案分为两个部分，内部进行自我管理和完善。外部国际市场开拓策略中，依据目标市场情况，制订了具体针对性的市场营销策略。

关键词：市场营销，新媒体，环境分析，关系营销，资源整合
 
ABSTRACT
With the development of the global economy, the demand for polyurethane is rapidly increasing not only in the domestic market, but also the international market. Driven by real estate, automobile, shoe making and other downstream industries, our polyurethane catalyst industry is growing more and more. In 2017, the growth of China's polyurethane industry was about 15%, reaching about twenty million tons, and the production and consumption of products ranked first in the world. But at the same time, due to the rapid expansion of capacity and the impact on environmental protection, the pressure on the insufficient capacity of some raw materials and products is increasing. In addition, under the influence of relevant policies, the application of polyurethane foam in the field of exterior wall insulation and spraying is difficult. The authoras an international business salesman has a direct impact on the export and sales of polyurethane catalysts.
This paper discusses the N company as a polyurethane catalyst for trading company, with factories in Sichuan in 2017 and merged with Z, N, Z and Chinese factory Jiang Research Academy of Sciences jointly established the Institute as a research base, in addition to a number of related polyurethane manufacturers cooperation agreement. At present, N company with several domestic large polyurethane manufacturer supply including Wanhua Chemicals, Dows Chemicals, hongbaoli, is currently the largest supplier of polyurethane catalyst. However, the competition of the international polyurethane catalyst market is still fierce in the international market. Foreign markets are dominated by oligopoly of European and American Chemical giants, which indirectly leads to the low degree of N transnational company and low international income. Now I am in charge of N company's international business. I choose N's international business marketing as a research topic, hoping to contribute to N's opening up new international market and expanding market share in the fierce international market competition.
Based on the PESTEL analysis of the external environment and the Potter five forces model company's internal environment, points out the existing market, we should keep the Southeast Asian market advantage to expand transnational degree in polyurethane industry catalyst can not find alternative, domestic Belt and Road Initiative policies such as the national policy is the security and stability of national defense purposes, and strive to innovation in the open at the same time, the State encourages the development of support chemical enterprises to give strong impetus. While having opportunities, there are also challenges. N company has made a good performance in the international part though its domestic performance is good. It has not established a perfect customer management system, and the sales staff is short of systematic training, and the international marketing strategy has not yet been established. Combined with the analysis of its own and external circumstances, the target market should be set up for the Middle East and the US, and gradually expand the market share through agent channel and various marketing methods.
This paper suggests that the N company international marketing be divided into two parts,Inside part self management and improvement are carried out. Outside the development strategy of the external international market, according to the characteristics of the target market, a detailed and targeted marketing strategy has been formulated.

Keywords:Marketing, new media, environmental analysis, relationship marketing, resource integration.

目录
SHANGHAI  UNIVERSITY    1
摘要    V
ABSTRACT    VII
目录    X
第一章绪论    1
1.1    论文研究背景    1
1.2    论文的研究目的和意义    2
1.3 论文的研究方法    3
1.4 论文的结构    4
1.5 论文的创新    5
第二章相关理论及文献综述    6
2.1    相关理论综述    6
2.2    国内外文献综述    9
第三章N公司催化剂营销现状及问题分析    12
3.1    N公司简介    12
3.1.1    N公司背景简介    12
3.2    N公司产品及用途介绍    13
3.2.1    N公司产品介绍    13
3.2.2    N公司产品用途介绍    14
3.3    N公司的国际销售业绩    15
3.4    N公司催化剂国际营销存在的问题及原因分析    16
3.4.1    没有建立完善的客户关系管理系统    17
3.4.2    销售人员缺少系统培训    17
3.4.3    国际市场竞争激烈，国际营销策略还没成型    18
3.4.4    缺少渠道创新    19
3.4.5    缺少市场调研，没有定制化生产    19
第四章N公司营销环境分析    21
4.1    行业现状及发展竞争趋势    21
4.1.1 总体分析    21
4.1.2 需求预测    25
4.2    N公司行业宏观环境分析    27
4.2.1 政治和法律环境(Political，Legal)    28
4.2.2 社会因素(Social)    28
4.2.3经济因素(Economic)    29
4.2.4 技术要素（Technological）    29
4.2.5 环境因素(Environmental)    30
4.3    N公司行业微观环境分析    30
4.3.1 现有竞争对手    30
4.3.2 行业潜在的进入者    31
4.3.3 购买者的议价能力    32
4.3.4 供应商的议价能力    32
4.3.5 替代品    33
4.3.6 分析结果    33
4.4    本章小结    33
第五章 N公司聚氨酯催化剂产品营销策略的制定    34
5.1    聚氨酯催化剂的营销特性    34
5.1.1市场特性    34
5.1.2 购买者特点    34
5.2    N公司聚氨酯催化剂产品市场、目标、定位分析    35
5.2.1N公司聚氨酯催化的现有产品市场细分    35
5.2.2N公司聚氨酯催化的目标，和定位分析    36
5.2.3 定位分析    39
5.3    营销组合策略    40
5.3.1 产品差异化策略    41
5.3.2 价格策略    41
5.3.3 渠道策略    43
5.3.4促销策略    45
5.3.5 推广策略    46
5.4客户关系的管理（CRM)    49
5.4.1客户满意与客户忠诚    50
5.4.2 打造推荐型客户    52
5.5营销推广策略    53
5.5.1 整合营销    53
5.5.2 关系营销    54
第六章 N公司营销策略实施    56
6.1细化团队管理，建立高效率体系    56
6.2 克服粗放营销，提升企业营销专业素质    57
6.3 构建学习型营销团队    58
第7章结论与展望    60
7.1 研究结论    60
7.2 展望    60
参考文献    61
致谢    64