巴陵公司己内酰胺产品营销策略研究

湖南大学硕士学位论文巴陵公司己内酰胺产品营销策略研究姓名：王亚男申请学位级别：硕士专业：工商管理指导教师：于坤章20041015501990219090171033420036200320054P4C4RIAbstractCaprolatamisoneofthethreemostimportantchemicalfiberrawmaterialsintheworldwhichisextensivelyusedinwoolspinning,knitting,mechanicalknitting,fishingandtireproductionanditplaysaleadingroleinnationaleconomy.Thoughwestartedtoproduceitinourcountryfromtheearly50’s,uptotheyear1990thedomesticcapacitywasonlymorethan10,000tonsandduetothebackwardprocesstheactualcapacitywaslessthan10,000tons.Theimportquantitywasupto90percentofthetotaldomesticdemand.inordertorelaxthetensionofshortsupply,inthe90’softhelastcentauryourcountryimportedinsuccessionadvancedforeigntechnologyandinvestedintheconstructionofthreelargescalecaprolactamplantsandnowthedomesticproductioncapacityperyearhasreached170,000tonsandSinopecBalingcompanyisthebiggestcaprolactamproductionbaseinthecountry.Despitetherapidgrowthofcaprolactamindustryinourcountry,thedemandforcaprolactamisincreasingatthespeedofabout10%duetotheevenfastgrowthofitsdownstreamindustries,whilewecanonlysupplyabout30%domestically.Ontheothersidethegreatquantityofimportedcaprolactamleadstoextremelystrongcompetitionsinthedomesticmarketandthefactoriesathomeweretotallyatlossundersuchimpact.Intherecentyearsforeigncaprolactampouredinwithlowpriceandbythismeanstheforeigncompaniesseizedmassivemarketsharesandcausedthedomesticcaprolactampricefelldowncontinuously.Andasaresultthedomesticfactoriesweresufferingheavylossesyearafteryear.Thusthenewlydevelopedcaprolactamindustrywasfacingthreatofshutdown.WithBalingcompanyintheleadthedomesticcompaniesjointlystartedtheworkofanti-dumpingandafter4yearsofappealandinvestigationthedomesticcompaniesfinallywonthecaseinJune2003.Atthesametimeasaffectedbytheincreaseofoilandotherfactorsthecaprolactampriceisrisinganditgivesnewopportunityforthedevelopmentofthecaprolactamindustryinourcountry.Itisnecessarytoacceleratethedevelopmentofdomesticcaprolactamindustry,butastheproductrionitselfcontainshightechnicalknow-howandtheinvestmentcostisratherhighwemustbecautiousinplanning,andthisisalsoanimportantreasonwhythereareveryfewconstructionsinrecentyears.AftermanyyearsofresearchanddevelopmentandabsorbinganddigestingofforeignadvancedtechnologyoneIIcompletepackageofnewtechnologyforcaprolactamproductionhasenteredintoacommercialphaseanditisajointworkofsomefamousscientificresearchanddesigninstitutesanduniversitieswithBalingcaprolatamplantasamainbasicbody.Anditisestimatedthattheconstructionofthiscaprolactamplantbasedonourownintelligencepropertytechnologyanddesignedanddevelopedonourownwillbecompletedandstartedintheyearof2005.Withthisplantwedon’thavetodependonacompleteimportofresourcesandwehavealsofilledthedomesticblanknessoftheproductionprocessandithasbuildasolidfoundationforincreasingofourcountry’sinternationalcompetitivepowerinthecaprolactamindustry.Nowthemarketofcaprolactamisgoinganupwayanditprovidesexcellentopportunityforthecaprolactamenterprisesathometoextendtheirbusinessandtomakethemselvesbiggerandstronger.AndBalingcaprolactamplantwithitsadvancedtechnologyhasthemostpowerfulcompetitiveadvantageindevelopingitsbusiness,butithastomakemoreaffordsintheworkofmarketingandtobringforthoriginalideasinmarketingstrategies.Itmuststudyboththedomesticandinternationalmarketdistributionandcharacteristicsandgettoknowmoreofitscompetitorsstudytheirmarketingstrategiesespeciallythatofbigforeignenterprises,strengthencommunicationwithitsclientsattachimportanceontherelationshipwiththegovernment,tradeassociationandotherorganizationsanddepartmentsandtoapplythetheory.Of4P,4C,4Rreasonablyincaprolactamproductmarketingstrategyandtoavoidrisksbyapplyingflexablemarketingstrategiesandtoformastrategicallianceincaprolactamsupplychainandtorealizethegoalofdoublewin.Keywords:caprolactam;marketing;presentsituationanalysis;marketingstrategy;bringforthoriginalideas;III1______211.1CaprolactamCPL-6-666[1]1990517979957714CPL33%CPLCPL10%CPLCPL[2]18500/8500/[3]200112200362004,62/1011WTOCPL2001CPL30.668.2200232.04200337.7065.3620012003330213.9200040200145200249200357.6860200570752005453551015202530354045505560200120022003CPLCPLCPL15.230.0645.2617.0532.0449.0919.9837.757.681.1200120033542005714212344P4C4R1.24P4C4R4P=4C=4R1.2.14P4P1960.Product(Price)(Place)(Promotion)4P4P4P[4]1.2.24C320904CConsumercostConvenienceCommunication4C4P4P4CCustomerCostConvenienceCommunication4C4P4C4P4C4C4P[5]4P4C4P4P4P4P4C4P+4C4C4P4P4C44C4C4C4C4P,[4]1.2.34RDon.E.Schultz4RRelativityReactionRelationshipRetribution4R1Relativity————52Reaction3Relationship56758020302080AIDA———4Retribution[4]4R44R4R4R4R[4]4R4R72070904P4C4R[5]4C4R4P4P4C4R[6]1.364R4R4P4C4P4C4P4C4R1.3.1[4]CPL8CPL1.3.2[4]1.3.3[4]1.3.49[3,4]4P4C4R102.15040198462.4119804.519887.1[7]92CPL50801990CPL20kt/a10kt/a[8]199090CPLDSM50kt/aHPOCPL200170kt/a60kt/aSINA199950kt/aCPL2001CPL180kt/a450kt60CPL[7]2.1CPLkt,%9899200020016062.821.596059.718.60706817.177072.616.785053.519.75049.115.30605313.40606213.81000500.60.2050348.605023.85.2912.13.71.4012.13.812.13.812.13.8122.112027142.69172.1113.232034.1192.1158.83973