I 摘要 近年来我国经济的高速发展带动了国内化工产业的快速发展，也促进了化工产业 技术的进步。化工企业在生产技术、产能、质量、自主知识产权等方面均获得大幅提 升，但同时，过快的发展速度也造成国内化工市场产能过剩，产品滞销的问题。煤化 工企业以我国主要能源资源煤炭作为基础原料，也同样存在上述的问题。近年来，煤 化工企业受国家政策环境、市场发展形势、企业兼并等行为的共同影响，处于发展的 困难时期；在市场竞争不断加剧的情况下，企业如何打开当前局面，在众多企业中脱 颖而出，从而为企业获得生存与发展，是现阶段最为严峻的一个难题。品牌营销作为 现代化工企业开展市场营销工作的核心理论工具，成为国内众多煤化工企业关注和研 究的重要战略问题。华鲁恒升属于由传统煤化工转型成的现代化工企业，具有主业突 出、技术领先的特点，在众多上市化工企业中具有较高投资价值，各项经济数据指标 大多优于同行企业。作为代表我国领先煤化工技术水平的企业，华鲁恒升在未来市场 发展中能否继续保持竞争优势和推动企业经济数据指标持续稳定增长，这对企业来说 是急需解决问题。从企业市场营销的角度分析，迅速推动品牌营销工作，成为解决问 题的关键因素之一。品牌营销是企业发展的必然，未来市场的竞争，最终是品牌的竞 争。当前积极推动华鲁恒升的品牌建设，对于企业在当前及未来市场中占据竞争优势 具有举足轻重的作用；而且，随着时代的快速发展，品牌竞争的时代已经或者即将就 要到来，没有品牌的企业在未来的市场竞争中将会逐渐被市场淘汰。 本文基于此，首先对国内外品牌营销相关研究进行分析，并对论文核心研究概念 和理论进行剖析，包括品牌、品牌营销概念，品牌营销、品牌管理、STP 理论、SWOT、 PEST 模型等。随后利用 PEST 模型，再结合华鲁恒升企业实际，行业现状以及竞争对手 情况等，对华鲁恒升品牌营销环境以及品牌营销管理现状分析，提出品牌营销中存在 问题。其次借助 SWOT 模型对华鲁恒升在化工行业发展中面临的优势与机遇，劣势与威 胁展开分析，分析出企业在当前综合各因素下的发展机遇，并说明品牌营销在该机遇 条件下对促进企业发展的重要性。再次通过对品牌营销理论进行研究，针对性的制定 出华鲁恒升品牌营销策略，并说明为保障品牌营销策略的顺利实施，企业还需要在多 个层面推进品牌工作，并说明提高员工对企业品牌文化的了解度，也是有效促进该品 牌在消费者市场中知名度提高的重要策略和方法。西北大学硕士学位论文 II 研究表明，华鲁恒升正在逐步完成由基础大宗产品向产业链精细化，功能化、多 元化的发展方向转型；华鲁恒升作为具有代表性的现代煤化工企业，拥有自主知识产 权与产业技术、成本管控等多方优势，但与国内先进煤化工企业相比，企业规模、市 场地位、品牌建设等方面仍有部分差距。在品牌营销方面存在品牌市场定位模糊、品 牌传播方式传统单一，品牌营销方法简单、品牌管理体系不健全等问题。 综上所述，本文为华鲁恒升针对性的制定品牌营销策略，具体包括基于目标客户 的品牌定位策略、全方位的品牌传播策略、基于差异化的品牌营销策略和全方位的品 牌管理控制策略四方面。此外，品牌营销策略的顺利实施还需要企业相关部门积极配 合，从资源配置、绩效管理、文化建设三个方面保障品牌营销效果。 华鲁恒升品牌营销策略的实施，有助于提高企业竞争力并推动企业可持续发展， 有助于提高企业文化的影响力，有助于在提高企业影响力的同时创建国内外知名的产 品和企业品牌。 关键词: 煤化工企业，品牌营销，STP 理论，PEST，SWOTAbstract III Abstract In recent years China's economy runs at full speed, which has speeded the development of domestic chemical industries and technical progress of chemical enterprises. Domestic chemical enterprises have gotten sharply improvement in many aspects including production technology, capacity, quality, autonomously knowledge property rights, but in the meantime the excessive development speed has also caused serious problems such as overproduction and unsalable products. As for coal chemical enterprises whose main materials are coal, they also face above problems. In recent years coal chemical enterprises are in the difficult period of development because of the joint affection of current policy environment, situation of market, and enterprise merger behaviors .Under the pressure of increasing marketplace competition, how to break current situation, distinguish from a large number of enterprises, and get survival and development, which have been the severe issues for coal chemical enterprises in the near future. As a core theoretical tool for modern enterprises to compete for market share, brand marketing has become a kernel strategic issue focused by many domestic coal chemical enterprises. Hualu-hengsheng is a modern chemical enterprise transformed from traditional coal chemical industry, and it has the characteristics of outstanding main industry and leading technology. It is a company with much higher investment value among many listed chemical enterprises, and most of the economic data indicators are superior to the same industry companies. For Hualu-hengsheng as a representative of China's relatively advanced chemical technology level, whether it can maintain its competitive advantage and promote the sustained and stable growth of economic indicators in the future market development is an urgent issue. From the perspective of enterprise marketing, promoting brand marketing rapidly becomes one of the key factors to solve the problems. Brand marketing is the trend of enterprises development, and the competition in the future market is ultimately brand competition. At present, actively promoting the brand construction of Hualu- Hengsheng will play a decisive role in occupying the competitive position in the present and future market. Moreover, with the rapid development of the times, the era of brand competition has come or will soon come. Enterprises without brands will gradually be eliminated by the market in the future market competition. Based on this, this article firstly analyzes domestic and foreign brand marketing research, and then dissect core concept and theory including the definition of brand and brand marketing, and the theory of brand marketing, brand management, STP, SWOT, and PEST. Secondly,西北大学硕士学位论文 IV using PEST model, combined with the actual situation of Hualu-Hengsheng, industry status and competitors, this paper analyses Hualu-Hengsheng brand marketing environment and current situation of brand marketing management, and puts forward the existing problems in brand marketing. Thirdly, using SWOT model to analyze the strengths, opportunities, weaknesses and threats faced by Hualu-Hengsheng, this paper puts forward the opportunities of Hualu-Hengsheng under the current comprehensive factors, and explains the importance of brand marketing to promote the development under this opportunity. Finally, through the study of brand marketing theory, this paper puts forward comprehensive brand marketing strategy of Hualu-Hengsheng, and explains that Hualu-hengsheng needs to promote brand work at many levels to ensure the smooth implementation of brand marketing strategy, and also explains that the employees' understanding of corporate brand culture is an important strategy and method to promote the brand awareness effectively. The research shows that Hualu-Hengsheng is gradually completing the transformation from basic bulk products to fine, functional and diversified Industrial Chain. Hualu-Hengsheng, as a representative modern coal chemical company in the industry, has many advantages, such as independent intellectual property rights, industrial technology, and cost controlling and so on, but still has some gaps in the enterprise size and market position compared with other domestic advanced coal chemical enterprises. There are some problems in brand marketing construction, such as unclear brand market positioning, traditional and single brand communication means, simple brand marketing method and incomplete brand management system. In summary, this paper formulates brand marketing strategy for Hualu-Hengsheng, including four aspects: brand positioning strategy based on target customers, all-sided brand communication tactics, variant brand marketing tactics, and comprehensive brand management and control tactical. In addition, the successful implementation of brand marketing strategy also requires the active cooperation of relevant departments of enterprises, and measures should be taken to effectively guarantee the brand marketing effect from three aspects: resource allocation, performance management and cultural construction. The implementation of Hualu-Hengsheng Brand Marketing Strategy helps to improve the competitiveness of enterprises and promote their sustainable development, enhance theAbstract V influence of corporate culture, and create well-known products and domestic and international corporate brands while improving the influence of enterprises. Keywords: Coal Chemical enterprises, Brand Marketing, the STP theory, the PEST, the SWOT插图索引 VII 插图索引 图（1）传统煤化工企业产量变动图...............................................................................1 图（2） 本文研究结构图..................................................................................................6 图（3） 华鲁恒升 2001年-2016 年利税和利润变动图................................................25 图（4） 华鲁恒升“一头多线”柔性循环经济多联产生产结构图................................27 图（5） 华鲁恒升集团有限公司组织结构图...............................................................27 图（6） 华鲁恒升化工股份有限公司内部组织结构图...............................................28 图（7） 1998到 2017 年我国国内生产总值与第二产业增加值变动图.....................30 图（8） 华鲁恒升商标...................................................................................................37 图（9） 华鲁恒升管理组织架构图...............................................................................56 图（10）华鲁恒升品牌管理流程图...............................................................................57目录 IX 目录 摘要..................................................................................................................................... I Abstract.............................................................................................................................III 插图索引............................................................................................................................V 第一章 绪论........................................................................................................................1 1.1研究背景与意义...................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................3 1.2研究思路及方法...................................................................................................4 1.2.1 研究思路....................................................................................................4 1.2.2 研究方法....................................................................................................4 1.3研究内容与框架...................................................................................................5 1.3.1研究内容....................................................................................................5 1.3.2研究框架....................................................................................................5 1.4本文的主要贡献...................................................................................................6 第二章 相关概念及相关理论基础....................................................................................9 2.1 品牌.......................................................................................................................9 2.1.1 品牌的定义................................................................................................9 2.1.2品牌的特点..............................................................................................11 2.2 品牌营销.............................................................................................................12 2.3 理论基础概述.....................................................................................................12 2.3.1 品牌营销理论..........................................................................................12 2.3.2品牌管理理论..........................................................................................14 2.3.3 STP理论..................................................................................................15 2.3.4 SWOT 分析法..........................................................................................16 2.3.5 PEST模型分析........................................................................................17 2.4相关文献综述.....................................................................................................17 2.4.1 国外文献综述..........................................................................................17 2.4.2 国内文献综述..........................................................................................22西北大学硕士学位论文 X 2.4.3 国内外文献述评......................................................................................24 第三章 华鲁恒升品牌营销环境分析..............................................................................25 3.1华鲁恒升基本概况.............................................................................................25 3.1.1华鲁恒升发展概况..................................................................................25 3.1.2华鲁恒升产品状况..................................................................................26 3.1.3华鲁恒升组织结构..................................................................................27 3.2 华鲁恒升品牌营销的 PEST分析......................................................................29 3.2.1政治环境..................................................................................................29 3.2.2经济环境..................................................................................................30 3.2.3社会环境..................................................................................................31 3.2.4技术环境..................................................................................................31 3.3 化工行业现状分析.............................................................................................32 3.3.1行业总体发展状况分析..........................................................................32 3.3.2华鲁恒升主要竞争者企业分析..............................................................33 第四章 华鲁恒升品牌营销现状及存在问题研究..........................................................37 4.1华鲁恒升品牌营销现状分析.............................................................................37 4.1.1品牌定位与形象建设..............................................................................37 4.1.2 华鲁恒升品牌推广现状..........................................................................38 4.1.3华鲁恒升品牌管理..................................................................................39 4.1.4华鲁恒升品牌营销团队分析..................................................................40 4.2华鲁恒升品牌营销存在问题分析.....................................................................40 4.2.1 品牌定位模糊.........................................................................................40 4.2.2 品牌传播方式传统单一.........................................................................41 4.2.3 品牌营销方法简单.................................................................................41 4.2.4 品牌管理体系不健全.............................................................................42 4.3 华鲁恒升 SWOT 分析........................................................................................42 4.3.1优势分析..................................................................................................42 4.3.2劣势分析..................................................................................................43 4.3.3机遇分析..................................................................................................44 4.3.4威胁分析..................................................................................................45目录 XI 4.4.5 SWOT 分析总结......................................................................................46 第五章 华鲁恒升品牌营销策略制定..............................................................................47 5.1 基于目标客户的品牌定位策略........................................................................47 5.1.1 产品市场细分.........................................................................................47 5.1.2 选定目标市场.........................................................................................49 5.1.3 确定市场定位.........................................................................................49 5.1.4 确定品牌定位.........................................................................................50 5.2 全方位的品牌传播策略.....................................................................................51 5.2.1 广告传播..................................................................................................51 5.2.2 人际传播.................................................................................................51 5.2.3 公关传播..................................................................................................52 5.2.4 体验式传播.............................................................................................53 5.3 基于差异化的品牌营销策略............................................................................53 5.3.1 产品创新差异化.....................................................................................54 5.3.2 服务差异化.............................................................................................54 5.3.3 形象打造差异化.....................................................................................55 5.4 全方位的品牌管理控制策略.............................................................................55 5.4.1完善品牌管理体系..................................................................................55 5.4.2 打造优秀品牌管理团队..........................................................................57 第六章 华鲁恒升品牌营销策略实施的保障措施..........................................................59 6.1 优化资源配置结构.............................................................................................59 6.2完善绩效管理体系.............................................................................................59 6.3加大传播企业文化.............................................................................................60 第七章 结论与展望..........................................................................................................61 7.1主要研究结论.....................................................................................................61 7.2研究展望.............................................................................................................61