论文总字数：17108字

摘 要

改革开放以来，中国的经济迅速发展，取得了许多国家的认可，国家面貌焕然一新，人民生活水平的到了极大的改善，每年经济增长速度都有一个新的提高。工业生产总值的增长速度达到12%，这要得益于国际出台的相关政策对于中小型企业的扶持，而中小企业对于工业的成就贡献无疑是巨大的。营销是一切生产活动的根本，也是中小企业在市场上能否立足的核心，市场竞争其主要目的是为了促进经济发展。企业有好的产品质量是前提，但是只有好的产品质量还是远远不够的，企业还必须制定出一个正确的营销策略，如果营销策略失误的话，在激烈的市场竞争中也不会取得胜利。白炭黑是一种橡胶助剂，也是工业原料之一，同时又是工业生产过程中的必需品。在国内，白炭黑的需求量很高，因此国内有白炭黑企业可以达到200多家，大部分公司在营销方面都存在不足，导致公司经营能力差。东爵有限公司是一家专门生产炭黑的企业，东爵有限公司在南京及周边地区小有名气，江苏省有很多东爵有限公司的客户，因此可以说在江苏地区具有领导地位。公司在市场营销方面，推出了各个阶段的营销模式，虽然在江苏地区营销取得了好的效果，但是在南方地区营销策略并没有显示出优势，还需要进一步加强。2015年，由于国内大型炭黑企业的快速发展，其营销范围已经逐步辐射到整个华中，影响了东爵有限公司作为江苏市场的领导地位，这就需要东爵公司在自身的营销策略及制定上有新的改善。

本文以东爵有限公司为例，分析东爵有限公司的营销现状，并从公司内部II以及外部环境出发，利用SWOT分析，明确东爵公司的优势、劣势、机遇、挑战，使得其在竞争中能端正位置。在SWOT分析的基础上，利用“4P理论”对公司进行评价，以评价内容作为基础，从渠道，价格、促销、产品四个方面，总结具体实施措施，并提出了一定的实施保障，在文章的最后对白炭黑营销的前景做了进一步的展望，希望对白炭黑企业有一定的启示。

关键词：市场营销；策略；SWOT分析；4p理论

Research on marketing strategy of carbon-white in DongJue limited company

Abstract

Since the reform and opening up, China"s economic development, has been the concern of many people. Especially after 2010, China"s economic development has been rapid upgrade, the national economy in steady growth, the annual growth rate can reach 10% or so, the growth rate of industrial production can reach 12%.Countries have introduced a lot of policies for economic development, especially for small and medium enterprises, regardless of the number of enterprises and enterprises to contribute to the national economy, the proportion of small and medium enterprises are very large. China is a developing country, chemical industry started late, the scale development of chemical products is still relatively backward,compared with foreign developed areas, there is a big gap between the chemical enterprise management and product innovation, especially the marketing, a lot of difference with foreign enterprises, the main reason is the marketing strategy is not perfect due to the.Carbon black is industrial production necessities, additives in rubber industry,carbon black is one of the earliest petroleum chemical raw materials people know,China is the world"s first production of carbon black country. Mainly used as rubberrein forcing agent and filler, its consumption is about half of consumption of rubber,rubber with carbon black carbon black accounted for the total 94%, of which about60% for the tire manufacturing.

There is a high demand for black carbon in China, so there are more than 200 black enterprises in China, and most of them have insufficient marketing, which leads to poor operation ability of the company. Dongjue co., LTD. Is an enterprise specialized in the production of carbon black, dongjue co., LTD., a minor celebrity in nanjing and the surrounding region, jiangsu province has a lot of dongjue co., LTD., of customers, therefore it has a leadership position in the northeast region. Company in the market marketing, introduced the various stages of the marketing model, although marketing in northern region has obtained the good effect, but in the south area shows no advantage, marketing strategy also need to be further strengthened. In 2015, due to the rapid development of large domestic carbon black enterprises, the scope of its marketing has gradually radiation to the whole of central China, has affected the dongjue co., LTD., as the northeast market leadership position, need to strengthen their own dongjue co., LTD marketing strategy formulation and implementation, to adapt to market competition environment.

We analyzing marketing status quo of dongjue co., LTD., and starting from the internal and external environment II, using the SWOT analysis, build the SOWT matrix, the company existing strengths, weaknesses, opportunities and challenges more clear. On the basis of SWOT analysis, the use of the "4 p" theory to evaluate company, evaluation content as the foundation, from the channel, price, promotion, product four aspects, summarizes the concrete implementation measures, and proposed the implementation of the security, at the end of the article has made the further prospect of white carbon black marketing, hope in black carbon enterprise has the certain enlightenment.

Keyword:markting;strategy;SWOT analysis;4p theory

目录

东爵有限公司白炭黑营销策略研究 2

摘 要 2

Research on marketing strategy of carbon-white in DongJue limited company 3

Abstract 3

第一章 绪 论 6

1.1选题背景 6

1.2研究的意义和目标 6

1.3.研究的方法 6

第二章 白炭黑文献综述 7

第三章 东爵公司介绍营销环境分析 8

3.1 东爵公司简介 8

3.2外部环境分析 8

3.2.1国内同行业产能、产量分析 8

3.2.2 东爵公司市场竞争对手分析 10

3.3内部环境分析（SWOT分析） 10

3.3.1 优势分析 10

3.3.2劣势分析 11

3.3.3机遇分析 11

3.3.4威胁分析 11

4.1 4P理论 13

4.1.1 产品策略 13

4.1.2价格策略 13

4.1.4渠道策略 15

4.2营销建议 15

4.2.1树立绿色营销的理念 15

4.2.3将关系营销作为营销重点内容 17

4.2.4将服务作为营销的重要手段 17

4.2.5企业要适当开展合作营销 18

结 论 19

致 谢 20

参考文献 21

第一章 绪 论

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