【摘要】：我國國民經(jīng)濟(jì)發(fā)展迅速,能源需求不斷增大,特別是石油產(chǎn)品供應(yīng)日益緊張,先后多個(gè)煉化企業(yè)進(jìn)行了擴(kuò)能擴(kuò)產(chǎn),并有一批煉化產(chǎn)能項(xiàng)目計(jì)劃新建。隨著產(chǎn)業(yè)布局不合理、環(huán)境污染等問題逐漸暴露,國家出臺(tái)了一系列產(chǎn)業(yè)布局、安全環(huán)保、節(jié)能減排等相關(guān)政策性的法律法規(guī)及指導(dǎo)意見,引導(dǎo)煉化行業(yè)發(fā)展。作為煉化項(xiàng)目建設(shè)的主要參與者,煉化設(shè)計(jì)企業(yè)在市場開發(fā)方面需要進(jìn)行相應(yīng)的營銷策略調(diào)整。另外,在煉化產(chǎn)業(yè)格局建設(shè)完成后,將少有新上煉化裝置需要建設(shè),只會(huì)有部分技修技改項(xiàng)目和小型建設(shè)項(xiàng)目,煉化設(shè)計(jì)行業(yè)將不會(huì)有更多的新建裝置設(shè)計(jì)任務(wù),煉化設(shè)計(jì)企業(yè)的市場競爭日趨激烈。本文從煉化設(shè)計(jì)企業(yè)市場開發(fā)角度,利用PEST、波特五力模型和SWOT等分析方法對煉化設(shè)計(jì)企業(yè)的外部和內(nèi)部環(huán)境進(jìn)行分析,運(yùn)用4Ps營銷組合策略對企業(yè)在產(chǎn)品、價(jià)格、渠道和促銷方式上應(yīng)采取的市場開發(fā)策略進(jìn)行了重點(diǎn)描述。論文的核心部分在第四至六章節(jié),主要內(nèi)容是對煉化設(shè)計(jì)企業(yè)和具有典型代表意義的案例企業(yè)CE公司進(jìn)行詳細(xì)分析,以確定市場開發(fā)策略。在第四章,主要從政治法律環(huán)境(P)、經(jīng)濟(jì)環(huán)境(E)、社會(huì)環(huán)境(S)、技術(shù)環(huán)境(T)四個(gè)方面,分析煉化設(shè)計(jì)行業(yè)的外部宏觀環(huán)境;運(yùn)用波特五力模型,從新進(jìn)入者威脅等五個(gè)方面進(jìn)行煉化設(shè)計(jì)行業(yè)競爭環(huán)境分析。在第五章,以CE公司為例,運(yùn)用SWOT分析法詳細(xì)分析了CE公司的內(nèi)部競爭優(yōu)勢和劣勢,以及外部機(jī)會(huì)和威脅,并以此繪制矩陣分析表,分析確定CE公司在現(xiàn)階段適合選擇增長型戰(zhàn)略。在第六章,運(yùn)用4Ps營銷組合策略確定市場開發(fā)策略,即繼續(xù)鞏固原有市場,并在新市場區(qū)域有突破,提高各個(gè)區(qū)域煉化設(shè)計(jì)市場的競爭力,在上下游跨界裝置和關(guān)聯(lián)裝置上實(shí)現(xiàn)市場份額增長,依托技術(shù)優(yōu)勢開拓煤化工裝置設(shè)計(jì)市場,在保證國內(nèi)市場份額的前提下擴(kuò)大海外市場份額,同時(shí)以設(shè)計(jì)為主業(yè)擴(kuò)大工程總承包業(yè)務(wù),本章主要闡述了市場開發(fā)策略的目標(biāo)制定、主要策略以及實(shí)施保障。希望通過本文對煉化設(shè)計(jì)市場的研究,能夠?qū)Ω鳠捇O(shè)計(jì)企業(yè)和計(jì)劃進(jìn)入煉化設(shè)計(jì)行業(yè)的企業(yè)起到積極的作用。
[Abstract]:With the rapid development of China's national economy and the increasing energy demand, especially the increasingly tight supply of petroleum products, many refineries and chemical enterprises have carried out capacity expansion and expansion, and a number of refining and chemical production capacity projects are planned to be built. With the unreasonable industrial layout and environmental pollution problems, the state has issued a series of industrial layout, safety, environmental protection, energy conservation and emission reduction and other related policy laws, regulations and guidance to guide the development of the refining and chemical industry. As the main participants in refinery project construction, refinery design enterprises need to adjust their marketing strategies in market development. In addition, after the construction of the structure of the refining and chemical industry has been completed, there will be few new refineries to be built, only some technical and technical renovation projects and small construction projects, and there will not be more new plant design tasks in the refining and chemical design industry. The market competition of refinery design enterprises is becoming more and more fierce. From the point of view of market development of refinery design enterprises, this paper analyzes the external and internal environment of refinery design enterprises by using PEST, Porter five-force model and SWOT, and uses 4Ps marketing combination strategy to analyze the products and prices of the enterprises. The market development strategy should be adopted in the channel and promotion mode is described in detail. The core part of the paper is in the fourth to sixth chapters, the main content is to analyze the refining and chemical design enterprises and the typical case enterprise CE company in order to determine the market development strategy. In the fourth chapter, from four aspects of political and legal environment, (P), economic environment, (E), social environment, (S), technology environment, (T), the external macro environment of refinery design industry is analyzed, and the Porter five-force model is used. This paper analyzes the competitive environment of refining design industry from five aspects, such as the threat of new entrants. In the fifth chapter, taking CE Company as an example, the paper analyzes the internal competitive advantages and disadvantages, as well as external opportunities and threats of CE Company in detail by using SWOT analysis method, and draws a matrix analysis table. The analysis determines that CE is suitable for choosing growth strategy at this stage. In the sixth chapter, using the 4Ps marketing combination strategy to determine the market development strategy, that is, to continue to consolidate the original market, and in the new market areas to break through, improve the competitiveness of each region of the refining design market, To achieve market share growth in upstream and downstream cross-border plants and related devices, to expand overseas market share on the premise of ensuring domestic market share, relying on technological advantages to open up the coal chemical plant design market, At the same time, the design as the main business to expand the general contracting business, this chapter mainly describes the market development strategy of the goal, the main strategy and implementation of the protection. It is hoped that the research on the refining design market can play a positive role in the refinery design enterprises and the enterprises planning to enter the refining design industry.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.7

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