In reality, the scope of every enterprise, is to overcome daily constrains and growth in

his own market segment. Therefore marketing and related applications are one of the core

activities of the companies. This need is of course much more evident for companies working

in Business to Consumer segment, or B to C,but eventually now are more and more

understood to be needed even in the B to B market segments.

Following this trend, this thesis goes into a real case of marketing study for start up of a

new Business segment for a foreign enterprise into Chinese Chemical industry representing a

real application case of B to B marketing and his future use for strategic decision to be taken

by the company: from the theoretical approach to step by step application.

As real example is effected by daily operative relevant constrains of industry enterprises

such as scarcity of resources and real daily limitations effecting strategic choice,but for the

same reason it represent a solid study and applicable example in the real industrial world

where companies, as said, never face ideal and linear conditions.

In addition the study is dealing with a fundamental question related to the scope of the

company marketing analysis that is how to enter the segment market in object. This is another

common and not easy real question as involves choices that sometime are far from idealistic

case as the companies may deal with real daily constrains. It was also a case of market entry

strategy approach as choice of the multinational company to approach the new market with

partner of similar background.

Apart from a solid theoretical background of relevant marketing concepts and theories,

such as market segmentation and positioning a clear understanding of key instruments to take

a clear future choice is done.

Keywords: Chemical Industry; B to B Marketing; House of Quality

第II页
华东理工大学硕士学位论文
萘磺酸在农业化学市场发展的营销策略研究…以中国市场为例
摘要
在现实中,每一个企业都在克服在他们细分市场上的约束和生长。因此,销售及相关
应用是公司的核心活动之一。这当然是需要更加明显的公司业务合作,以消费类产
品,或B2C,但最终还是有越来越多的理解,即使在B2B的细分市场。
根据这一趋势,本文将研究营销的一个真实个案,以一个新的业务板块为外国企
业进入中国化工行业,一个B2B的实际应用营销案例以及未来将要采取的战略决策:
一步步的应用理论方法。
此外,研究处理有关该公司的营销分析是如何进入细分市场的范围,这是一个根
本性的问题。另一种常见的,不易的真正的问题是,因为涉及到选择,有时会远离理
想状态,是因为公司可能要对付真正的日常约束等事宜。在这种情况下市场进入战略
的选择与跨国公司进入新市场时相似,都会选择具有相似背景的合作伙伴。
除了相关的营销概念和理论,如市场细分和定位的关键工有了清晰的认识,也为
未來的选择打下了坚实的理论基础。
关键词:化学工业,BtoB营销,质量屋,营销策略