HW化工公司中间体产品营销策略研究
摘要
化工欧亿·体育（中国）有限公司作为国家工业的基础欧亿·体育（中国）有限公司，产品的应用范围广泛。而染、颜料产业
发展的基础是中间体产品。进入 21世纪以后，中国染、颜料工业的快速发展，
主要是由于中间体产品质量的不断提高，产品种类不断完善，产能不断扩大，总
体的中间体欧亿·体育（中国）有限公司水平持续提高。尽管如此，随着化工欧亿·体育（中国）有限公司市场竞争的加剧，化工
企业为了扩大经营，出现了产品利润下降，资金短缺，抗风险能力不足等问题。
因此，化工企业必须加强对营销工作的重视，根据各个企业自身发展特点来制定
营销策略，进而提高企业营销水平、提升经济效益。
本文以 HW化工公司为案例分析对象，结合 4P营销理论，调查研究 HW公
司目前营销工作存在的短板和问题。随后分析 HW化工公司中间体产品的宏观环
境和竞争环境，进而指出 HW化工公司中间体产品营销面临的优势与劣势、机遇
与挑战。从产品策略、价格策略、渠道策略和促销策略这四个方面出发，制定适
合 HW化工公司中间体产品发展的营销策略，从改善公司组织结构、提高营销队
伍素质、提升营销活动水平、改进营销激励机制四个方面制定 HW化工公司中间
体产品营销策略实施的保障措施。
本研究的主要结论主要有：HW化工公司中间体产品营销存在的问题主要包
括产品同质化严重，定价机制不合理、外部渠道管理不善以及促销形式过于单一
等。HW公司应采用 SO战略，充分发挥自身的装备、产能和技术等方面的优势，
抓住市场机会，提高市场份额，树立品牌形象，实现公司的持续稳定发展。 HW
公司中间体营销策略优化的四个方面：稳固质量，明确定位，提升配套服务水平，
打造品牌影响力；提高定价能力，灵活定价，降低成本，提高利润水平；提升市
场运作空间，建立并规范多渠道营销网络，提高渠道销售积极性和忠诚度；抓住
促销时机，灵活促销。最后提出了对于中间体产品营销支持的公司组织架构、管
理制度、营销队伍、营销人才培养体制的建议和措施，以确保更顺利地实施营销
战略优化，让 HW公司在激烈的市场竞争中做大做强。
本文的研究对于 HW化工公司中间体产品的营销工作具有十分重要的意义。
进而保障HW化工公司在日益严格的社会政治环境和竞争加剧的市场压力环境下
可以正确的应对危机，规避风险，同时抓住机遇实现可持续发展。

关键词：化工企业，中间体产品，营销策略，营销环境

RESEARCH ON MARKETING STRATEGY
OF INTERMEDIATE PRODUCTS
OF HW CHEMICAL COMPANY
Abstract
As the basic industry of national industry, chemical industry has a wide range of
products. The development of dye and pigment industry is based on intermediate
products. After entering the 21st century, the rapid development of China's dye and
pigment industry is mainly due to the continuous improvement of intermediate product
production technology, the continuous progress of product quality, the continuous
expansion of product capacity and the continuous production of new varieties.
Nevertheless, with the intensification of market competition in the chemical industry,
in order to expand operation, chemical enterprises have some problems, such as
shortage of funds, lack of overall profitability, decline of risk resistance and so on.
Therefore, chemical enterprises must pay more attention to marketing and formulate
marketing strategies according to their own development characteristics, so as to
improve the marketing level and economic benefits of enterprises.
Taking HW chemical company as the case study object, starting from the 4P
marketing theory, this paper points out the company's current marketing strategy and
the specific problems existing in it. Then it analyzes the external macro environment
and competition environment of intermediate products of HW chemical company, and
then points out the advantages and disadvantages, opportunities and challenges faced
by the marketing of intermediate products of HW chemical company. From the four
aspects of product strategy, price strategy, channel strategy and promotion strategy,
formulate the marketing strategy suitable for the development of intermediate products
of HW chemical company, and formulate the safeguard measures for the
implementation of intermediate products marketing strategy of HW chemical company
from the four aspects of improving the company's organizational structure, improving
the quality of marketing team, improving the level of marketing activities and
。。。以下略