本文从 PVC 助剂行业背景和发展趋势出发，结合 JX 公司产品特点和现状，对其
国际市场营销策略进行诊断和剖析，指出现有营销策略存在的问题，并对导致这些问
题的原因进行归纳和阐述。结合 JX 公司整体经营目标，通过运用产品生命周期理论、
STP 理论以及 4P 理论，对 JX 化工集团公司国际市场营销策略进一步研究，对其目标
市场进行定位，提出企业应该重塑产品、价格、渠道、促销策略，同时为了保障企业
国际市场营销目标的顺利实现，应该树立以市场为导向的企业文化，构建立体的客户
关系网络，加强与行业相关企业间的合作，并提出成立集团下属外贸公司，独立运营，
有科学的绩效管理制度保驾护航，从而达到促进销售，缓解国内市场竞争压力的目的，
同时也希望对国内其他中小型化工企业产品国际市场拓展有所启发。
主题词： 国际市场 营销策略 PVC 助剂
Abstract
With the rapid development of domestic infrastructure and acceleration of
industrialization and urbanization, PVC, as the basic chemical material, is widely used in
various fields of national economy, driving the rapid development of PVC additives
industry. It’s economic development and industry trends show higher consistency, and also
because of this, competition within the industry is intense and the profitability is also
weakened gradually. JX Chemical Group Co., Ltd, as a leading enterprise in PVC additives
industry, it’s urgent problem is to expand the international market shares and promote the
competitiveness of the enterprises in the international market when it realize the goal of the
domestic market share at the same time.
This paper designs the problems existing in marketing strategy of PVC additives
based on PVC additives industry background and developing trends, combined with the
characteristics and status of JX’s product, and concludes and elaborates the reasons for
these problems. Combined with JX’s overall business objectives, it gives further research
for JX’s international marketing strategy and target market positioning through the flexible
use of the product life cycle theory, STP and 4P theory and it points out that the enterprise
should reshape product, price, place, promotion strategy, and should establish
market-oriented corporate culture, build three-dimensional network of customer
relationship, strengthen cooperation between the industry related businesses to ensure the
smooth realization of then enterprise’s international marketing goals in the meantime, and
the establishment of independent operating foreign trade company owned by group is also
put forward so as to promote sales and ease the pressure of competition in the domestic
market under protect of the scientific performance management system and to inspire the
other domestic small and medium-sized chemical companies for the product development
in international market as well.
Key Words： International Market Marketing Strategy PVC Additives
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