融雪剂产品开发与市场营销策略.pdf

1UZ5975
S5外
中国近代第一所大学
TIANJIN UNIVERSITY
FOUNDED IN 1895
硕士学位论文
MS DSSERTATON
学科专业:工商管理
作者姓名:王德路
指导教师:赵黎明教授
天津大学研究生院
2006年6月
中文摘要
天津市长芦捷成国际贸易有限公司(以下简称天津长芦公司)是于1998年
底在天津港保税区注册的专业生产加工融雪剂产品的中外合资企业。融雪剂行业
当前面临市场竟争无序、工艺设备水平落后、产品技术含量低、环境危害程度高
等形势。为了提高产品技术含量,摆脱工艺、设备落后局面,增强市场竞争力,
适应国内、国外市场竞争需要,作者认真进行调査和研究,提出具有针对性的对
策和战略,引导该公司充分利用和发挥自身优势,抓住市场机遇,规避风险,实
现企业健康、快速发展。
作者在深入细致市场调研和公司状况研究的基础上,运用SWOT分析方法
明确企业的内部优势和劣势、外部机会与威胁,采用市场营销学理论进行了市场
研究与分析、市场细分和市场预测。通过企业市场竞争力和新开发产品的评估分
析,从而指导天津长芦公司搞好发展规划、市场营销、新产品开发,提高企业综
合竞争力等方面的短期和中长期策略的制订与实施,为企业如何实现迅速发展和
壮大提供指导和帮助。
本文的研究对天津长芦公司摆脱困境将起到良好的推动作用,同时对解决融
雪剂市场普遍存在的问题和不断健康发展具有现实意义
关键词:融雪剂;市场环境;产品开发;营销策略
Abstract
Tian Jin Changlu Jiecheng Intemationa] Trade Co, Ltd(called Tianjin Changlu
company below ) is a professional Chinese-foreign joint venture to produce and
processed the snow-melting agent, which was registered at Tian Jin Port, bonded area
in the end of 1998. The snow-melting agent profession current faces the situation,
which the market competition disorder, process unit level backwardness, the product
technology content lowly, the environment harm degree higher. In order to enhance
the product technology content, gets rid of the equipment backwardness aspect,
strengthens the market competitive power, to adapted the needs of domestic and
foreign market competition, the author carries on the investigation earnest y, propose
the countermeasure to guides the company to display their own superiority fully, holds
the market opportunity, to circumvent the risk, and realized the company developed
healthy and quickly
Base the careful market investigation and the research to the condition. The
author using the SWOT analysis method definite the internal superiority and the
inferiority, exterior opportunity and the threat, used the market marketing theory to
conduct the marketing research and the analysis, the market segmentation and the
market forecast. Through analysis to the enterprise market competitive power and
new product, instructs Tianjin Changlu Company to work out the development plan,
the market marketing, the new product development, enhances the enterprises
competitiveness, prompt to formulate the tactics for the short-terms and long-term
Provides the instruction and help for the enterprise how to realizes the rapid
development and the strength for the company.
The research to this article will play the good impetus role to help Tianjin
Changlu company to get rid of the difficult position, and play an important role to
solve the problems which existence in snow melting agent market.
Key words: Melting snow agent; Market environment; Product development
Marketing strategy