I 摘要 自第一代发泡剂CFCs问世以来，其对于大气臭氧层的严重破坏作用，已被全球 各国高度重视；并共同签署蒙特利尔议定书，用于限制其生产和使用，进而最终淘汰。 未来，臭氧层零破坏的环保型发泡剂将是发展趋势。SH公司作为国内最早研发生产 环保型发泡剂的企业，其产品HFC-245fa对臭氧层零破坏，为绿色环保产品，已逐步 被下游企业认可。但近些年，不少国内企业的低价无序竞争，不仅SH公司经营业绩 大受影响，也严重影响了行业健康发展。SH公司在此困境下，其营销策略的研究和 突破将是一个重要的有效手段。 本文首先分析了SH公司产品的营销现状及存在问题，并鉴于营销活动中传统4P 营销理论面对工业品应对乏力，进而选定了更为适宜工业品的4E营销策略对SH公 司产品的营销策略进行研究及改进。为此，对环保发泡剂产品所处营销环境，采用 PEST模型分析了宏观环境及采用波特五力模型分析了行业环境；并对SH公司产品 所处内外部营销环境中的优劣势与机会和威胁进行了SWOT矩阵分析，以寻求合适 的营销切入点。 文中还对SH公司产品采用STP市场定位理论进行了深入研究，主要依据应用行 业为主线，从客户规模、技术实力、竞争路线及价格接受度四个维度对SH公司产品 所面临的市场进行细分。目标市场选择时，倾向于客户规模大、技术实力强、高端产 品多及价格接受度高且需要长期技术服务的这类购买者，即采用集中性选择策略。努 力将SH公司塑造成为致力于技术创新实现环境友好、高效节能且技术领先的环保发 泡剂行业领导者，也是一家为实现绿色地球而贡献力量的有责任感且值得信任的企业。 本文在市场定位研究的基础上，运用工业品4E营销组合去构建SH公司产品营 销策略；并制定了确保4E营销策略顺利实施的保障措施，借此推动环保型发泡剂市 场的健康快速发展。当前，环保型发泡剂行业仍然是一个成长期的市场，需要多加培 育和推广并逐步形成规模。另外，本研究也会对其它新型发泡剂的产品营销有一定的 参考价值，同时对其他化工行业企业的营销策略制定也能起到部分借鉴作用。 关 键 词：发泡剂，工业品营销，营销策略 ABSTRACT III ABSTRACT Since the first generation of foaming agent of CFCs came into being, its serious damage to the ozone layer of the atmosphere has been attached great importance by all countries in the world. And signed the Montreal protocol to limit its production and use and eventually phase it out. In the future, the environment-friendly foaming agent of zero ozone depletion will be the development trend. SH company is the first domestic enterprise to develop and produce environment-friendly foaming agent, its product HFC-245fa has zero damage to ozone layer and is a green product of environmental protection, which has been gradually recognized by downstream enterprises. However, in recent years, the low price and disorderly competition of many domestic enterprises not only greatly affected the business performance of SH company, but also seriously affected the healthy development of the industry. SH company in this dilemma, its marketing strategy research and breakthrough will be an important and effective means. This paper firstly analyzes the marketing status and existing problems of SH company's products, and in view of the weakness of the traditional 4P marketing theory in marketing activities against industrial products, then chooses the 4E marketing strategy more suitable for industrial products to study and improve the marketing strategy of SH company's products. For this purpose, for the marketing environment of the environment-friendly foaming agent, the macro environment is analyzed by PEST model and the industry environment is analyzed by Porter's five forces model. In addition, SWOT matrix analysis is made on the advantages, disadvantages, opportunities and threats of SH company's products in the internal and external marketing environment so as to seek a suitable marketing entry point. In this paper, we also make an in-depth study on the STP market positioning theory of SH company's products. Based on the application industry as the main line, it subdivides the market of SH company's products from the four dimensions of customer scale, technical strength, competitive route and price acceptance. When selecting the target market, the buyers who tend to have large customer scale, strong technical strength, many high-end products and high price acceptance and need long-term technical services, that is to use the centralized selection strategy. We strive to build SH company into an environment-friendly 西安电子科技大学硕士学位论文 IV foaming agent industry leader dedicated to technology innovation to achieve environmentally friendly, energy-efficient and technologically advanced environmental, as well as a responsible and trustworthy enterprise contributing to the realization of green earth. Based on the market positioning research, this paper uses the industrial product 4E marketing mix to construct the product marketing strategy of SH company. The guarantee measures to ensure the smooth implementation of 4E marketing strategy are formulated to promote the healthy and rapid development of the environment-friendly foaming agent market. At present, environment-friendly foaming agent industry is still a growing market, need to be more cultivation and promotion and gradually form a scale. In addition, this study will be of certain reference value to the product marketing of other new foaming agents, and play a part of reference role in the marketing strategy formulation of other chemical industry enterprises. Keywords: Foaming Agent, Industrial Products Marketing, Marketing Strategy 插图索引 V 插图索引 图1.1 技术路线图 ................ 6 图2.1 工业品销售的一般流程 ........................... 9 图2.2 4C与4P对应关系 .. 11 图2.3 PEST模型要素分析 14 图2.4 波特五力模型 .......... 15 图2.5 SWOT矩阵分析模型 ............................. 16 图3.1 SH公司营销组织架构 ........................... 20 图3.2 公司产品销售价格响应机制 ................. 22 图3.3 公司营销中分销渠道模式 ..................... 24 图4.1 2018年发泡剂品类市场分布图 ............ 34 图5.1 2018年HFC-245fa行业应用分布 ........ 40 图5.2 2017年我国冰箱企业市场份额分布 .... 41 图5.3 4E营销策略模型 ..... 45 图5.4 项目式客户开发的业务流程图 ............. 48 表格索引 VII 表格索引 表2.1 4E与4P对应关系 .. 12 表3.1 HFC-245fa产品理化性质 ...................... 18 表3.2 HFC-245fa产品指标说明书 .................. 19 表3.3 HFO-1233zd产品理化性质 ................... 19 表3.4 HFC-1233zd产品指标说明书 ............... 20 表3.5 公司不同包装物的客户配送成本差异 . 25 表4.1 2018年国内HFC-245fa产能统计 ........ 33 表5.1 SH公司市场细分分布 ........................... 41 表5.2 SH公司目标市场选择 ........................... 42 缩略语对照表 IX 缩略语对照表 缩略语 英文全称 中文对照 CFC ChloroFluoroCarbon 氯氟烃 HCFC HydroChloroFluroCarbon 含氢氯氟烃 HFC HydroFluoroCarbon 氢氟烃 HFO HydroFluoro-Olefin 氢氟烯烃 ODS Ozone-Depleting Substance 消耗臭氧层物质 ODP Ozone Depletion Potential 臭氧消耗潜能值 GWP Global Warming Potential 全球变暖潜能值 4P Product Price Place Promotion 4P营销组合 4C Customer Cost Convenience 4C营销组合 Communication 4E projEct voluE procEss beliEf 4E营销组合 PEST Political Economic Sociocultural 宏观环境分析模型 Technological SWOT Strengths Weaknesses Opportunities 优劣势与机会威胁分析模型 Threats STP Segmentation Targeting Positioning 市场定位理论 LNG Liquefied Natural Gas 液化天然气 ORC Organic Rankine Cycle 有机朗肯循环 VCM Vinylchloride 氯乙烯 CTC Carbon TetraChloride 四氯化碳 AHF Anhydrous Hydrogen Fluoride 无水氟化氢 VCM Vinyl Chloride Monomer 氯乙烯单体 PVC PolyVinyl Chloride 聚氯乙烯 目录 XI 目录 摘要 ............ I ABSTRACT ........................... III 插图索引 .. V 表格索引 VII 缩略语对照表 ........................ IX 第一章 绪论 ........................ 1 1.1 研究背景及意义 .... 1 1.1.1 研究背景 ..... 1 1.1.2 研究意义 ..... 2 1.2 研究目的与内容框架 ........................... 2 1.2.1 研究目的 ..... 2 1.2.2 内容框架 ..... 3 1.3 研究方法与技术路线 ........................... 4 1.3.1 研究方法 ..... 4 1.3.2 技术路线 ..... 5 第二章 相关理论与方法 .... 7 2.1 工业品营销 ............ 7 2.1.1 工业品营销的概念 .................... 7 2.1.2 工业品与消费品的营销差异 .... 7 2.1.3 工业品营销的购销流程 ............ 8 2.2 相关营销理论基础 ............................. 10 2.2.1 4P营销理论 .....................