工程塑料企業在中國營銷策略之研究

進入21世紀後，經濟全球化的趨勢越來越強勁。當中國以開放的態度融入全球經濟的時候，如何進入和適應經濟全球化過程，就成為一個極具挑戰性的問題。今日中國已成為全球第二大經濟體時，除了在全球生產製造規模方面已是絕對舉足輕重的地位外，它也將成為全球最大的工程塑料市場一，那麼這些工程塑料企業如何制定其競爭策略與執行其在中國市場的營銷策略呢？在全球資源分工與整合的前景中，國際性工程塑料企業他們是又是如何思維的呢？無庸置疑地中國已是工程塑料產業的最大消費國之一，對工程塑料的需求有著十分樂觀的前景。但是其工程塑料產業的結構和生產技術以及國家所提供經濟政策及市場環境，與已開發國家仍存在有很大的差距。這對於企業來說既是機遇，也是挑戰。面對市場的全球化、經濟發展的區域化和經營環境的國際化，企業如何能作出靈活而快速的反應，與制訂有效的營銷策略，及開發出具有競爭力的產品，在激烈的市場競爭中如何制勝，已經成為本論文研究的要務。本論文希望通過對工程塑料產業在中國發展的研究，以掌握工程塑料產業的發展趨勢，使產業內企業在市場中尋找機會;對目標市場進行分析，發現現有產品的不足和潛在的新產品需求;通過對新產品開發和積極的營銷策略，來因應來自中國國內市場的競爭和全球市場的競爭，並設想在中國市場上佔領應有的地位。討論其以中國市場為標的，其有關產品開發的策略，亦將討論其營銷策略的演進模式的「可行知識」作分析，希望能提供一個思考架構，來為企業設定競爭策略與衡量永續發展的關鍵因子。總括來說，營銷策略的成功可以直接反應到企業財務上，如果對公司產品和服務的需求及表現不足以讓公司盈利，那麼無論運營、財務、生產、採購及其他業務功能將無法充分發揮其應有的功能;企業要想獲得最低限度的利潤，必須要有足夠的市場規模。

關鍵字

經濟全球化；工程塑料；中國市場；營銷策略；可行知識

並列摘要

Today China has become the second largest economy in the world, has a considerable scale in the Globalized Economy already. China is well-known the biggest manufacturing cluster around the globe, so call “World Factory”. Admit of no doubt to China shall be one of the largest consumer of Engineering Plastics industry optimistically. Though China’s infra-structure, production scales and technology as well as the market environment of engineering plastics industry are still much behind international enterprises from developed countries, these issues bring up lots of business opportunities and challenges from business growth stands of view. Through the study of development of engineering plastics industry in China Market, with the developing trend and long range plans, industrial enterprises are seeking for the business opportunities throughout market analysis, figuring out the shortcomings of existing products and new potential product demand, through the development of new products and aggressive marketing tactics, for from China the competition in domestic market and global market competition, and imagine that occupy its rightful place in the China market. In this study, we might discuss the China market environment, regulatory acts and standards, product development strategies, Marketing Strategies of the evolution model of "Applicable Knowledge" as feasible analysis, hoping to provide a conceptual framework, the key factor to set the competitive strategy for the business and the measure of sustainable development. In general, the success of marketing strategies can be directly reflected in the corporate finance performance. However if the demand for products and services are not enough to make a company profitable, then the financial, operational, production, supply chain management and other business functions will be unable to give full play to its function. Certainly each enterprise wants to manage profits, must have enough the size and share of the market.