HB公司黄磷营销策略研究
摘要
.随着黄磷行业不断发展,国内外黄磷工业在产业格局和市场格局上发生着巨
大的变化,中国已成为世界第一黄磷生产大国。随着黄磷行业高速发展,不利于
黄磷行业发展的因素也随之而来,节能减排、淘汰落后产能以及原材料价格上涨
等因素,造成了我国黄磷市场既要面对相对较髙的生产成本,又要应对货源紧张
的两难局面。因此,面对如此多变的黄磷市场格局,对中国黄磷行业营销的研究将
具有十分重要的意义。
基于上述市场背景,作为国内经营黄磷产品的HB公司,在黄憐行业产能过剩、
产能调整、产品控制的前提下,HB公司必须充分研究黄磷行业市场环境,分析自
身优势,整合资源,制定周详的计划和新型的市场营销模式,才能进一步形成公
司发展的竞争优势。因此,论文从中国黄磷行业发展现状的背景出发,明确黄磷
产品的产能情况和需求领域,在分析国内黄磷行业营销模式、产业竞争格局以及
黄磷行业代表性企业营销模式的基础上,以HB公司实际经销黄磷的营销环境、营
销模式为研究对象,通过SWOT分析明确HB公司的优势、劣势、机遇与威胁,
对HB公司黄磷产品目前营销模式存在的问题、困境及原因进行了剖析;针对HB
公司的实际,从市场渗透、市场开发、营销管理、目标客户、主流趋势等几方面
着手,对HB公司经营黄磷产品的新型营销模式进行了分析探讨,并提出了相应的
实施建议和对策。
关键词:黄磷产品,营销模式,营销策略
I
HB COMPANY YELLOW PHOSPHORUS'S MARKETING
STRATEGY RESEARCH
ABSTRACT
With the continuous development of the yellow phosphorus industry, the yellow
phosphorus industry has a huge change on the industrial structure and market structure
at at home and abroad. China has become the world's first yellow phosphorus
production country. With the high-speed development of yellow phosphorus industry,
the factors which don't be good for the development of the yellow phosphorus industry
is coming,for example, energy-saving emission reduction,the elimination of backward
production capacity and raw material prices and other factors, resulting in yellow
phosphorus Market in our country should face up to the relatively high cost of
production, but also with the dilemma of tight supply. Therefore, in the face of such a
changeable market pattern of yellow phosphorus, the research of yellow phosphorus
industry on marketing in China will have very important significance.
Based on the background of the market, as the domestic business of yellow
phosphorus products of HB company, on the premise of yellow phosphorus industry
excess capacity, capacity adjustment and control, HB company must flilly study the
yellow phosphorus industry market environment, analysis of their own advantages,
integration of resources, comprehensive planning and new marketing mode, to form a
competitive advantage for the development of the company further. Therefore, the paper
starting from the background of the current situation of the development of yellow
phosphorus industry in China, clear and definite the production capacity and needs of
yellow phosphorus products,based on the analysis of domestic yellow phosphorus
industry marketing mode, the industry competition pattern, and the yellow phosphorus
industry representative enterprise marketing mode, put HB company marketing
environment, marketing model as the research object, through the SWOT analysis to
clear HB company's strengths, weaknesses, opportunities and threats, analyzes the
marketing model include existing problems and reasons of HB company yellow
phosphorus products, based on the HB company's facts, start from the market
penetration,market development, marketing management,target customer, main trend
and so on several aspects,analysis and discuss the new marketing pattern of HB