QJ公司C产品国际市场营销策略研究
摘要
QJ公司于 1958年成立，公司主要是从事于化工业，荣获山东省及青岛市的首
批信誉等级 AAA企业、石油化工行业能效领跑者标杆企业以及五一劳动奖状等荣
誉称号，公司前身是青岛市化工行业的第一家上市公司，公司规模目前成立了 1个
分公司，开设了 5家子公司。
文章首先对 QJ公司近些年化工产品在国际化工市场的销售现状进行了阐明，同
时也对国内主营化工产品的相关企业的具体情况作了具体分析，包括发展现状和市
场竞争形势还有面临的机遇与挑战等等，以此来为 QJ公司化工产品进军国际市场相
关推进工作提供参考帮助。文章采取了多种分析方法来对 QJ公司在开展国际市场营
销工作中存有的诸多短板进行了具体分析，主要有用到文献借阅法和问卷法等等，
而后又提出了对应的解决策略。
首先，文章基于国际营销的具体理论为前提，对国际市场营销的涵盖范围进行
加深了认识，并以 STP国际市场营销理论与 4P市场营销对策为基础理论，来对研
究课题进行了深入探究。
其次，基于 QJ公司的发展现状还有所面对的发展形势，来对其目前所采取的国
际市场营销方式进行了全面分析，同时也对 QJ公司开发国际市场所采用的营销组合
对策进行了论述，主要有定价对策和产品对策还有渠道对策以及营销推广对策。通
过采取 SWOT方法来对 QJ公司所具备的竞争优势和不足之处还有面临的机遇与挑
战进行了全面分析。
最后，基于 QJ公司针对不同市场所采用的营销手段还有所具有的特征，来对其
在国际市场开展营销工作中存有的短板进行了剖析，同时也提出了对应策略，以此
来确保国际市场营销对策能够获得高效实施。比如，文章提出 QJ公司应转变自身的
运营理念，还有促进自身的产品质量和品牌影响力获得进一步提升，才能促使其国
际市场营销水平获得高效提升；对市场营销对策进行增强，加大对相关人员的培训
力度；选择合适可靠的中间商；促进信息化技术的高效应用，创建完善科学的国际
市场营销数据体系；对国际市场营销风险加强防控力度等等相关对策。
关键词：化工企业营销策略 C 产品营销渠道

Research on international marketing Strategy of PRODUCT C
of QJ Company
ABSTRACT
QJ company was founded in 1958. The company is mainly engaged in the chemical
industry. It has won the first batch of AAA credit rating enterprises in Shandong Province
and Qingdao, the benchmark enterprise of energy efficiency in the petrochemical industry
and the May Day Labor award. The company was formerly the first listed company in the
chemical industry in Qingdao. At present, the company has established 1 branch and 5
subsidiaries.
In this paper, based on QJ company's international marketing practice of chemical
products in recent years, the international market environment, competitive situation and
market opportunities of China's chemical product enterprises are analyzed, providing
objective basis for QJ company's international marketing practice. In this paper, literature
reading method, theory and practice, questionnaire survey method and other methods are
used to analyze the shortcomings of QJ company in the process of international marketing,
and put forward feasible solutions to the existing problems.
First of all, based on the relevant theories of marketing, this paper deeply
understands the relevant concepts of international marketing, and takes STP international
marketing theory and 4P marketing strategy as the theoretical basis of this research.
Secondly, combined with the market situation and market competition situation of
QJ Company, it analyzes the existing international marketing strategy of QJ company, and
the marketing mix strategy adopted in the international market, including product strategy,
pricing strategy, channel strategy and promotion strategy. SWOT method is used to
analyze the strengths, weaknesses, opportunities and threats of QJ company in different
market segments.
Finally, according to the marketing strategy adopted by QJ company in each target
market and the characteristics of the company itself, the deficiencies and existing

problems in the process of international marketing are analyzed, and suggestions are
put forward to ensure the implementation of its international marketing strategy. For
example, this paper proposes that in order to improve the international marketing ability,
QJ company must establish the enterprise operation concept of continuous innovation,
improve the corporate image and product quality; Strengthen the training of marketing
and business personnel in applied technology and marketing; Reasonable selection of
middlemen; Strengthen the supporting role of the Internet to build an international
marketing information system; Prevention and control of international marketing risks
and other measures.
KEY WORDS:chemical enterprises marketing strategy C product marketing channels
。。。以下略