PC板材行业在中国是朝阳行业,始于2003年,截止目前仅有11年时间。随着建筑
行业的快速发展,PC板行业也是发展迅速,市场需求巨大。目前随着PC板应用领域的不
断发展,市场也由原先的应用于工程市场领域向灯具、行李箱包、电子消费品类、玩具
等民用市场领域发展,且发展势头超过了工程领域市场,市场前景广阔。
品诚企业是一家专注于PC板材生产的企业,主要市场也是集中在工程领域,但随
着工程领域的竞争越发的激烈,应收款居高不下,价格竞争惨烈等因素,品诚企业也积
极的准备向PC板的民用市场转型。而在制定战略之初,对品牌、价格、品质、团队等进
行清晰的定位研宄是相当重要的。本文首先从品诚企业的工程市场现状入手进行分析,
再通过市场环境分析、SWOT分析、市场调研、竞品研宄分析对企业进入民用市场进行市
场细分分析、目标市场分析、定位分析,最后运用营销理论为品诚企业进入民用市场提
供有效的建议。
关键词:PC板材;民用市场;STP策略
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华东理工大学硕士学位论文

Pingcheng company transition from engineering market to the civil market

STP strategy

Abstract

Polycarbonate industry is a sunrise industry in China, began in 2003,just 11 years so far.

With the rapid development of construction Polycarbonate industry, the market demand is

huge. At present, with the continuous development of PC board application field , market also

by the original application in the engineering to the lamps , luggage bags, electronics, toys ,

and other areas of the civilian market. Market development momentum more than the

engineering, wide prospect.

Ping Cheng company is a focus on the PC board production enterprises, the main market is

in the engineering field. But with the increasingly fierce competition in the engineering field,

the accounts receivable is high and price competition is intense,PingCheng company is also

actively preparing to the PC board of civil market . In the beginning,such as brand, price,

quality, team is important to have a clear positioningThis article first from PingCheng

company through the analysis of the market at present, and then through the market

environment analysis, SWOT, market research, competing goods analysis , for enterprises to

enter the civilian market segmentation, target market, positioning analysis, finally using the

marketing theory for PingCheng company to enter the civilian market provide effective

Suggestions.

Keywords: Polycarbonate; The civil market; STP strategy