I 摘要 近十几年来，我国经济发展迅猛，化工行业的规模不断发展壮大。世界范围内石 油化工生产技术不断进步，促使石油化工企业正朝着大型化、一体化、智能化和清洁 化等方向发展。更多发展成熟的企业出现在市场中，相互之间竞争加剧。同时，企业 所在的经营环境不断发生变化，供给侧结构改革及新旧动能转换等政策方向的需要， 使一个企业除了调整自身产业结构、研发高科技产品外，最重要的就是在激烈的市场 竞争中怎样把产品销售出去。我国石油化工行业在全球经济一体化迅猛发展的过程中 所面临的市场环境也更加趋向多元化特点，市场营销对企业所起的作用已经越来越明 显，它是企业生存的生命线，谁掌握了企业营销的制高点，谁就掌握了市场竞争中的 主动权。企业只有通过不断完善自己的营销策略，根据市场的需求对现有的营销策略 进行不断的分析、优化和创新，才能获得较高的产品收益，才能有更加长远的发展。 HF石化集团是一个以化工产品为主，拥有危化品铁路专用线、输油管线、原油 非国营贸易进口及使用权的大型企业集团，有一定的销售网络基矗但作为地炼企业， 与市场占主导地位的中石油、中石化相比在市场营销方面还有很大差距。同时，也面 临着其他地炼同行的市场竞争。HF石化集团要想在现有规模的基础上再上新台阶， 必然得对现有的营销策略进行优化升级。 本文从市场营销角度，运用SWOT分析方法分析HF石化集团所处的国内外石化行 业发展环境背景、优势、劣势、机会等因素以及对竞争对手等营销环境的分析，结合 目前集团的营销策略现状，通过构建评价模型分析其中存在的问题并提出优化策略。 研究认为：（1）通过进一步延长产业链，重整装置，加强品牌建设，加大产品创新力 度，可推动产品升级，提高产品竞争力。（2）综合考虑影响定价的关键因素，实行客 户差异化策略，严格控制产品成本，灵活调整价格幅度，可有效提升企业价格盈利空 间。（3）通过开发新市场，探索线上线下紧密融合的营销渠道模式，培养专业营销人 才，可扩宽企业营销渠道范围。（4）加大广告资金投入，维护良好客户关系，运用多 样化的营销推广策略，可高效提升企业市场占有率。 关键词：HF石化集团；营销现状；优化策略；模糊综合评价法 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT Over the past decade, private enterprises of China have entered a stage of rapid development, especially the scale of chemical industry has growing with the development of economy. With the continuous progress of global petrochemical production technology, petrochemical enterprises are developing in the direction of large-scale, integration, intellectualization and cleanliness. The number of companies with mature development are increasing, the industry has also intensified the competition in the market. At the same time, in order to adjust changing business environment, supply-provide structural reform and the the new and old industry structure, the most important role of an enterprise is how to sell its products in the fierce market competition . Since the development of global economic integration, China's petrochemical industry is facing market environment which increasingly diversified, so that the role of marketing for enterprises has become more and more obvious and it is the key to survive for enterprises. In order to have a more long-term development, enterprises need to constantly analyze, optimize and innovate the existing marketing strategies to make them consistent with the development needs of the market. HF Petrochemical Group is a large-scale enterprise group with chemical products as the main products and owns special railway lines for transfer dangerous chemicals, oil pipelines, import and use rights of crude oil non-state-owned trade, besides it has own sales network in northern china. Compared with PetroChina and Sinopec， which dominate the market, HF group as a local private pertrochenical group with weakness in marketing. Meanwhile, it is also facing fierce market competition from other local refineries. If HF Petrochemical Group wants to go up to a new level on the basis of the existing scale, it must optimize and upgrade the existing marketing strategy. This paper uses SWOT analysis method to analyze the background, advantages, disadvantages, opportunities and other factors of the development environment of HF Petrochemical Group's domestic and foreign petrochemical industry as well as the marketing environment of its competitors. Combining with the current marketing strategy situation of the group, this paper builds an evaluation model to analyze the existing problems. Problems and optimization strategies are put forward to improve the competitiveness of enterprises and promote their sustainable development. 山东理工大学硕士学位论文 ABSTRACT III Key words: HF Petrochemical Group; Marketing Status; Optimal Strategy; Fuzzy comprehensive evaluation method 山东理工大学硕士学位论文 目录 IV 目 录 摘要 ........................................................................................................................................................ I ABSTRACT.............................................................................................................................................. II 目 录 ....................................................................................................................................................... IV 第一章 引 言 ................................................................................................................................... 1 1.1 选题背景及意义......................................................................................................................... 1 1.1.1选题背景........................................................................................................................... 1 1.1.2研究意义........................................................................................................................... 2 1.2 国内外研究综述......................................................................................................................... 2 1.3 研究内容和研究方法 ................................................................................................................. 6 1.3.1研究内容........................................................................................................................... 6 1.3.2研究方法........................................................................................................................... 7 1.4 预期成果及创新点 ..................................................................................................................... 7 第二章 HF石化集团营销环境分析........................................................................................................ 9 2.1 HF石化集团发展情况概述........................................................................................................ 9 2.1.1企业简介........................................................................................................................... 9 2.1.2产业结构......................................................................................................................... 10 2.2宏观环境分析............................................................................................................................ 12 2.2.1政治法律环境 ................................................................................................................. 12 2.2.2经济环境......................................................................................................................... 13 2.2.3社会文化环境 ................................................................................................................. 14 2.2.4技术环境......................................................................................................................... 15 2.3竞争对手分析............................................................................................................................ 15 2.3.1与国有炼化企业对比分析 ............................................................................................. 15 2.3.2与其他地炼企业比较分析 ............................................................................................. 16 2.4 HF石化集团SWOT分析 ..........................................................................................................