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收缩型环保政策下HH化工公司营销渠道的优化

日(ri)期:2021年05月(yue)03日(ri) 编(bian)辑:ad201107111759308692 作者(zhe):s11竞猜平台 点击次数(shu):285
论文价格:150元/篇 论文编号:lw202104230944241287 论文字(zi)数:28200 所属栏目:市(shi)场(chang)营销(xiao)论文
论(lun)文地区:中国 论文语种:中文 论(lun)文用途:硕士毕业论(lun)文 Master Thesis

本(ben)文(wen)(wen)(wen)是(shi)一篇市场(chang)营销(xiao)(xiao)论文(wen)(wen)(wen),本(ben)文(wen)(wen)(wen)是(shi)在环(huan)保(bao)收缩政策(ce)(ce)(ce)大的背景环(huan)境(jing)下,通(tong)过战略(lve)管理、市场(chang)营销(xiao)(xiao)的理论,采用PEST 模型、SWOT 分析等,结合对 HH 化(hua)工(gong)自身(shen)产品特点,对 HH 化(hua)工(gong)当(dang)前(qian)(qian)的内外部环(huan)境(jing)、现有渠道(dao)(dao)进行(xing)详(xiang)细分析,总结出(chu)(chu) HH 化(hua)工(gong)在当(dang)前(qian)(qian)环(huan)保(bao)政策(ce)(ce)(ce)下自身(shen)的劣势(shi)和(he)优势(shi),分析了当(dang)前(qian)(qian)营销(xiao)(xiao)渠道(dao)(dao)存在的问(wen)题(ti)。并通(tong)过问(wen)卷(juan)的形式(shi),有针对性的对当(dang)前(qian)(qian) HH 化(hua)工(gong)的服务(wu)策(ce)(ce)(ce)略(lve)、产品定价(jia)、客(ke)户满意程度等相关问(wen)题(ti)进行(xing)评价(jia),并提出(chu)(chu)若干渠道(dao)(dao)优化(hua)策(ce)(ce)(ce)略(lve)。


第一章 绪(xu)论(lun)


第一(yi)节 选题背景

生(sheng)(sheng)态环(huan)(huan)(huan)境部新闻发言人刘友(you)宾表示,从(cong)(cong) 2019 年起,用三年左右时间完成(cheng)第二轮中央生(sheng)(sheng)态环(huan)(huan)(huan)境保(bao)护例(li)行督查,实现(xian)中央环(huan)(huan)(huan)保(bao)督察(cha)全覆(fu)盖。从(cong)(cong)化(hua)工(gong)行业内企业来看,企业间盈(ying)亏(kui)分(fen)化(hua)继续并存(cun)且加(jia)剧,注重环(huan)(huan)(huan)保(bao)与安全生(sheng)(sheng)产、拥(yong)有(you)(you)一体化(hua)、多元化(hua)、成(cheng)本优(you)(you)势的(de)企业拥(yong)有(you)(you)较(jiao)强的(de)抗风险能(neng)力,不具备成(cheng)本优(you)(you)势或技术(shu)优(you)(you)势,存(cun)在安环(huan)(huan)(huan)问题、产品规(gui)模(mo)不占(zhan)优(you)(you)势的(de)小(xiao)企业则面临被淘汰(tai)的(de)风险。

HH 有(you)限公司(si)是省供销合作社(she)联合社(she)旗下 HL 投资集团(tuan)(tuan)有(you)限公司(si)的(de)(de)国有(you)控股子(zi)公司(si)(2008 年(nian)成立,2017 年(nian)被 HL 集团(tuan)(tuan)收购)注册资本 4 亿元(yuan),当前有(you)一(yi)分厂(chang)、二分厂(chang) 2 个厂(chang)区,新厂(chang)区在(zai)建。当前规划面积 1000 余亩,在(zai)编员工(gong) 500 余人。HH 化(hua)工(gong)是老牌化(hua)工(gong)企业,有(you)着(zhe)丰富的(de)(de)行(xing)(xing)业背景,在(zai)化(hua)工(gong)行(xing)(xing)业中具(ju)有(you)一(yi)定的(de)(de)代表(biao)性。

在当前(qian)化工环(huan)(huan)保督察的(de)大环(huan)(huan)境下,HH 化工如何顺势发展?企业(ye)(ye)应结合(he)当前(qian)大环(huan)(huan)境的(de)特点,分(fen)析自身优劣势,找到适合(he)企业(ye)(ye)发展的(de)市(shi)(shi)场(chang)营(ying)销战略,更好的(de)提升企业(ye)(ye)在化工市(shi)(shi)场(chang)上(shang)的(de)综合(he)竞争力,在竞争激烈的(de)化工市(shi)(shi)场(chang)上(shang)占有一席(xi)之地。

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第二节 研究意(yi)义

一、理论(lun)意(yi)义(yi)

目前国内外学着关于(yu)市场(chang)营(ying)(ying)(ying)销(xiao)(xiao)策(ce)略(lve)的研(yan)究文献大多集中在理论研(yan)究,对(dui)化(hua)工(gong)中间体行业尤其是(shi)化(hua)工(gong)中间体上下(xia)游产业链的市场(chang)营(ying)(ying)(ying)销(xiao)(xiao)策(ce)略(lve)并不多见,在特定(ding)环保收缩政策(ce)下(xia)的市场(chang)营(ying)(ying)(ying)销(xiao)(xiao)优化(hua)实例更是(shi)少见。希望本文的一些营(ying)(ying)(ying)销(xiao)(xiao)策(ce)略(lve)优化(hua),能(neng)为化(hua)工(gong)中间体业内企业的市场(chang)营(ying)(ying)(ying)销(xiao)(xiao)策(ce)略(lve)制定(ding)提供(gong)一些参考(kao)和(he)意见。

二、实(shi)际意义(yi)

HH 化(hua)工(gong)(gong)主要生(sheng)产化(hua)工(gong)(gong)中(zhong)间体(ti),广泛的(de)(de)应用到农药、染料、医药领域(yu),成立多年,业内知名(ming)度较高。国家环保政(zheng)策(ce)收(shou)紧,影响到整(zheng)个化(hua)工(gong)(gong)行(xing)业的(de)(de)发展,具体(ti)到单(dan)个化(hua)工(gong)(gong)企(qi)业的(de)(de)生(sheng)存(cun)。整(zheng)个化(hua)工(gong)(gong)行(xing)业都开(kai)始思考如何在(zai)可持(chi)续发展的(de)(de)模式下(xia)运行(xing),尤其是(shi)在(zai)营销领域(yu)开(kai)展了有益的(de)(de)探(tan)索。

本文以(yi)生产经营状态下(xia)的(de) HH 化(hua)工企业为例,对(dui)其在特定(ding)环境下(xia)的(de)市(shi)场营销战略进行(xing)分析并提(ti)出优化(hua)方案,主要有以(yi)下(xia)实际(ji)意义:

首(shou)先,能够讲营(ying)销理论(lun)知识与实践(jian)销售结合,科学理论(lun)指(zhi)导实践(jian),在创(chuang)新实践(jian)中发展理论(lun),二者相互促进(jin),相辅相成;其(qi)次,系统分(fen)析(xi) HH 化工(gong)企业(ye)当前运营(ying)时(shi)出现的(de)内部、外(wai)部问(wen)题(ti),企业(ye)制定营(ying)销策(ce)略时(shi)可以借鉴和参考。

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第二章 基本概念和理论(lun)基础


第一节 相关概念

一(yi)、当(dang)前环保政策

自十三五规划中提出(chu)发(fa)展绿色环保(bao)产(chan)业(ye)(ye)以来,国(guo)家密集出(chu)台相关(guan)(guan)(guan)(guan)环保(bao)政策,造(zao)成化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)行业(ye)(ye)巨(ju)大(da)(da)震荡。自“321”响(xiang)水爆炸(zha)后(hou),人们对(dui)于(yu)(yu)化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)行业(ye)(ye)的(de)(de)抵触和(he)恐惧就(jiu)逐渐(jian)增加。国(guo)内多个地(di)区(qu)(qu)(qu)(qu)对(dui)于(yu)(yu)化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)行业(ye)(ye)的(de)(de)专项(xiang)整(zheng)治、化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)区(qu)(qu)(qu)(qu)的(de)(de)关(guan)(guan)(guan)(guan)闭(bi)淘汰、化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)企(qi)(qi)(qi)业(ye)(ye)的(de)(de)数量压(ya)减(jian)(jian)早已开(kai)展,并且在一次次重大(da)(da)安(an)全(quan)(quan)(quan)事故的(de)(de)发(fa)生(sheng)过(guo)后(hou),力度(du)逐渐(jian)加大(da)(da),脚步也(ye)陆续加快(kuai)。而化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)企(qi)(qi)(qi)业(ye)(ye)的(de)(de)迅速减(jian)(jian)少(shao)(shao)和(he)关(guan)(guan)(guan)(guan)闭(bi),也(ye)让很多人猜(cai)测(ce),“无(wu)(wu)化(hua)(hua)(hua)(hua)(hua)(hua)区(qu)(qu)(qu)(qu)”是(shi)不(bu)(bu)是(shi)真的(de)(de)来了。山东(dong)省(sheng)(sheng)(sheng):近 100 个化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)被(bei)关(guan)(guan)(guan)(guan)闭(bi),2400 多家化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)企(qi)(qi)(qi)业(ye)(ye)被(bei)迫关(guan)(guan)(guan)(guan)停(ting)。按照出(chu)台政策,原则上(shang)新建(jian)危(wei)化(hua)(hua)(hua)(hua)(hua)(hua)品(pin)项(xiang)目投(tou)资不(bu)(bu)低(di)于(yu)(yu) 3 亿(yi)元。江苏省(sheng)(sheng)(sheng):局部(bu)地(di)区(qu)(qu)(qu)(qu)建(jian)立(li)“无(wu)(wu)化(hua)(hua)(hua)(hua)(hua)(hua)区(qu)(qu)(qu)(qu)”。江苏对(dui)于(yu)(yu)省(sheng)(sheng)(sheng)内开(kai)化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)区(qu)(qu)(qu)(qu)开(kai)展大(da)(da)整(zheng)顿。到(dao)2020 年(nian)底(di),江苏省(sheng)(sheng)(sheng)化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)生(sheng)产(chan)企(qi)(qi)(qi)业(ye)(ye)数量减(jian)(jian)少(shao)(shao)到(dao)2000家,也(ye)就(jiu)是(shi)说(shuo)到(dao) 2020 年(nian)年(nian)底(di)将有 8000 多家化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)企(qi)(qi)(qi)业(ye)(ye)被(bei)关(guan)(guan)(guan)(guan)停(ting)。部(bu)分地(di)区(qu)(qu)(qu)(qu)竟然要(yao)求(qiu)所(suo)(suo)有化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)企(qi)(qi)(qi)业(ye)(ye)搬迁,要(yao)求(qiu)达到(dao)“无(wu)(wu)化(hua)(hua)(hua)(hua)(hua)(hua)区(qu)(qu)(qu)(qu)”的(de)(de)状态。河北:禁(jin)止新建(jian)化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)项(xiang)目。截止目前(qian),已关(guan)(guan)(guan)(guan)停(ting)取缔企(qi)(qi)(qi)业(ye)(ye) 232 家,同时(shi)注(zhu)销 145 家危(wei)险(xian)化(hua)(hua)(hua)(hua)(hua)(hua)学品(pin)生(sheng)产(chan)企(qi)(qi)(qi)业(ye)(ye)安(an)全(quan)(quan)(quan)许(xu)可证。江西(xi)省(sheng)(sheng)(sheng):54 个化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)区(qu)(qu)(qu)(qu)分类整(zheng)治,5 个园(yuan)(yuan)区(qu)(qu)(qu)(qu)被(bei)取缔撤销。浙(zhe)(zhe)江省(sheng)(sheng)(sheng):所(suo)(suo)有不(bu)(bu)合格化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)区(qu)(qu)(qu)(qu)全(quan)(quan)(quan)部(bu)退出(chu)。浙(zhe)(zhe)江省(sheng)(sheng)(sheng)所(suo)(suo)有化(hua)(hua)(hua)(hua)(hua)(hua)工(gong)(gong)(gong)(gong)(gong)(gong)园(yuan)(yuan)区(qu)(qu)(qu)(qu)内不(bu)(bu)符合安(an)全(quan)(quan)(quan)和(he)维生(sheng)防护距离要(yao)求(qiu)的(de)(de)危(wei)化(hua)(hua)(hua)(hua)(hua)(hua)品(pin)生(sheng)产(chan)企(qi)(qi)(qi)业(ye)(ye),2020年(nian)底(di)前(qian)改造(zao)达标或者关(guan)(guan)(guan)(guan)闭(bi)退出(chu)。

关(guan)(guan)闭、淘汰、撤(che)销、取(qu)缔(di)、压减园(yuan)区(qu)(qu)数(shu)量(liang)、集中(zhong)整治清退......已经(jing)关(guan)(guan)系或者即将关(guan)(guan)闭的(de)(de)化(hua)(hua)工(gong)企(qi)业达到 11000 余家(jia)(jia)。从近几年的(de)(de)发展情况来(lai)看(kan),目(mu)前不止是盐城要(yao)建(jian)立(li)“无化(hua)(hua)区(qu)(qu)”,无锡、安徽等部分(fen)地区(qu)(qu)也都提(ti)出了(le)“无化(hua)(hua)区(qu)(qu)”的(de)(de)概念。据不完全(quan)统(tong)计。目(mu)前全(quan)国关(guan)(guan)停的(de)(de)化(hua)(hua)工(gong)园(yuan)区(qu)(qu)已超过近 200 多个,关(guan)(guan)停的(de)(de)化(hua)(hua)工(gong)企(qi)业高达数(shu)万家(jia)(jia),“无化(hua)(hua)区(qu)(qu)”真的(de)(de)来(lai)了(le)。

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第二节 国(guo)内外文(wen)献综(zong)述

一、国(guo)内文献(xian)综述

石智(zhi)铭(2018)等认为(wei)(wei)“发展(zhan)绿色环(huan)(huan)保(bao)的(de)(de)(de)(de)化(hua)(hua)(hua)工(gong)(gong)技(ji)(ji)(ji)术(shu)(shu)在(zai)高(gao)新科技(ji)(ji)(ji)发展(zhan)当下(xia)(xia),尤其是环(huan)(huan)境和资源稀缺的(de)(de)(de)(de)背(bei)景下(xia)(xia),显得(de)尤为(wei)(wei)重要(yao)。”化(hua)(hua)(hua)工(gong)(gong)技(ji)(ji)(ji)术(shu)(shu)的(de)(de)(de)(de)改善(shan)虽(sui)然可(ke)以(yi)(yi)使得(de)化(hua)(hua)(hua)工(gong)(gong)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)拥(yong)有(you)持久的(de)(de)(de)(de)竞(jing)争(zheng)优势(shi),然而(er)短期内很难完(wan)(wan)成技(ji)(ji)(ji)术(shu)(shu)的(de)(de)(de)(de)转型升级,应对(dui)(dui)我国对(dui)(dui)化(hua)(hua)(hua)工(gong)(gong)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)环(huan)(huan)保(bao)的(de)(de)(de)(de)督查行(xing)动(dong)不(bu)(bu)具备及时(shi)性(xing)。为(wei)(wei)了(le)迅速改善(shan)化(hua)(hua)(hua)工(gong)(gong)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)的(de)(de)(de)(de)环(huan)(huan)境污(wu)(wu)染(ran)境况(kuang)(kuang)(kuang),完(wan)(wan)成国家对(dui)(dui)化(hua)(hua)(hua)工(gong)(gong)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)排污(wu)(wu)的(de)(de)(de)(de)要(yao)求,从市场(chang)(chang)出发采用市场(chang)(chang)引导(dao)来改变企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)的(de)(de)(de)(de)营(ying)(ying)(ying)销(xiao)理念,生产(chan)污(wu)(wu)染(ran)小环(huan)(huan)保(bao)达标的(de)(de)(de)(de)产(chan)品(pin)(pin),同时(shi)引导(dao)消费者对(dui)(dui)化(hua)(hua)(hua)工(gong)(gong)产(chan)品(pin)(pin)提出更高(gao)的(de)(de)(de)(de)环(huan)(huan)保(bao)要(yao)求。牛智(zhi)平(2018)指(zhi)出“当前的(de)(de)(de)(de)化(hua)(hua)(hua)工(gong)(gong)产(chan)品(pin)(pin)市场(chang)(chang)多由营(ying)(ying)(ying)销(xiao)策略不(bu)(bu)合(he)理而(er)导(dao)致(zhi)营(ying)(ying)(ying)销(xiao)状(zhuang)况(kuang)(kuang)(kuang)不(bu)(bu)佳(jia)。”鲁平俊(jun)(2015)等专家认为(wei)(wei)“企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)进(jin)行(xing)有(you)效(xiao)的(de)(de)(de)(de)渠道管理,具有(you)良(liang)好(hao)的(de)(de)(de)(de)渠道关系,可(ke)以(yi)(yi)缓解(jie)(jie)或减少渠道冲(chong)突(tu)。通(tong)过渠道建设与管理,有(you)些(xie)时(shi)候可(ke)以(yi)(yi)和渠道一(yi)起(qi)来面对(dui)(dui)市场(chang)(chang)风险(xian),可(ke)以(yi)(yi)在(zai)一(yi)定程度上分(fen)解(jie)(jie)市场(chang)(chang)风险(xian),保(bao)持企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)可(ke)持续的(de)(de)(de)(de)竞(jing)争(zheng)优势(shi)。”王(wang)江(jiang)宁(2017)认为(wei)(wei)“现(xian)阶段(duan),想(xiang)要(yao)增强(qiang)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)营(ying)(ying)(ying)销(xiao)管理的(de)(de)(de)(de)质量、增强(qiang)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)自(zi)身(shen)的(de)(de)(de)(de)竞(jing)争(zheng)力(li),提高(gao)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)的(de)(de)(de)(de)整体效(xiao)益(yi),就要(yao)不(bu)(bu)断选择符合(he)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)实(shi)际(ji)情(qing)况(kuang)(kuang)(kuang)的(de)(de)(de)(de)营(ying)(ying)(ying)销(xiao)理念、从实(shi)际(ji)情(qing)况(kuang)(kuang)(kuang)出发,完(wan)(wan)善(shan)优化(hua)(hua)(hua)自(zi)身(shen)的(de)(de)(de)(de)营(ying)(ying)(ying)销(xiao)方案(an)。”穆小红(2012)提出“当前市场(chang)(chang)环(huan)(huan)境竞(jing)争(zheng)激烈(lie),高(gao)效(xiao)的(de)(de)(de)(de)发现(xian)、吸引、留住客(ke)户(hu)已成为(wei)(wei)工(gong)(gong)业(ye)(ye)品(pin)(pin)企(qi)(qi)(qi)(qi)(qi)业(ye)(ye)的(de)(de)(de)(de)现(xian)实(shi)问题。”

综上,大(da)量(liang)的研究显示,我国化工企业营(ying)销存在(zai)各种(zhong)各样(yang)的问题。同(tong)时(shi),新的环(huan)保政策和行(xing)动下(xia),对化工企业的营(ying)销将(jiang)提出更高的要求(qiu)。

二、国外文献综(zong)述

继 1972 年美国营销学(xue)家杰克特(te)(te)劳(lao)特(te)(te)(Jack Trout)和艾.里斯(AL Rise)首(shou)次提出市(shi)场(chang)定位(wei)后,菲利(li)普.科特(te)(te)勒在《营销管理(li)》一书中深入浅出的(de)(de)描述过 STP 理(li)论。精准的(de)(de)品牌(pai)定位(wei)是(shi)市(shi)场(chang)定位(wei)乃至 STP 理(li)论的(de)(de)精华部分(fen)。可以选(xuan)择一个或者多(duo)个市(shi)场(chang)作为目(mu)标市(shi)场(chang)的(de)(de)选(xuan)择。STP 定位(wei)思考(kao)就是(shi)需要结合(he)企业的(de)(de)自身情况,了(le)解(jie)市(shi)场(chang)、了(le)解(jie)竞(jing)争对手(shou)、了(le)解(jie)消(xiao)费者,然后切入最适合(he)企业现(xian)状的(de)(de)细(xi)分(fen)行业。

表 3-1 2017-2019 年营业收入图

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第三章 HH 化工内(nei)外环境分析及(ji)渠道问题概述··············· 9

第一节 HH 化工基本情况(kuang)介绍······················ 9

一、HH 公司发展历程····························9

二、 HH 公司当前运(yun)营情况··························9

三、HH 化工后期发展规划···················· 12

第(di)四章 HH 化工环境(jing)分析··············· 18

第一节 环(huan)保(bao)政(zheng)策(ce)对化工(gong)(gong)行(xing)业和(he) HH 化工(gong)(gong)公司的影响·················19

一(yi)、环保(bao)政策对当(dang)前化工行业的(de)影响························19

二(er)、环保(bao)政策对 HH 化工公司的(de)影(ying)响························21

第五(wu)章 HH 化工渠道的环境分析························· 26

第(di)一节(jie) 市场细分·························· 26

第二节 目标市场(chang)选择······················ 29

第三节 市(shi)场定位····················· 31


第六章 HH 化(hua)(hua)工渠道优化(hua)(hua)策略


第一节 HH 化工当前主要的(de)渠(qu)道(dao)

一、企业自建的(de)渠道

结合(he)化(hua)(hua)(hua)工(gong)产(chan)(chan)(chan)(chan)(chan)品(pin)自身(shen)特点,HH 化(hua)(hua)(hua)工(gong)产(chan)(chan)(chan)(chan)(chan)品(pin)内(nei)(nei)销(xiao)(xiao)渠(qu)道(dao)是(shi)短渠(qu)道(dao)模式(shi)。短渠(qu)道(dao):是(shi)指产(chan)(chan)(chan)(chan)(chan)品(pin)在(zai)(zai)从生产(chan)(chan)(chan)(chan)(chan)者(zhe)向消(xiao)费(fei)者(zhe)转移的(de)(de)(de)(de)(de)(de)过程(cheng)中,只经(jing)(jing)过一(yi)道(dao)环节的(de)(de)(de)(de)(de)(de)分(fen)销(xiao)(xiao)渠(qu)道(dao)。有产(chan)(chan)(chan)(chan)(chan)需直接(jie)见面的(de)(de)(de)(de)(de)(de)经(jing)(jing)营模式(shi)。当前 HH 化(hua)(hua)(hua)工(gong)的(de)(de)(de)(de)(de)(de)醚类和(he)酚类产(chan)(chan)(chan)(chan)(chan)品(pin),主要应(ying)用于染料、医疗、农药中间(jian)体(ti),且在(zai)(zai)市场上(shang)(shang)已经(jing)(jing)营多(duo)年,国内(nei)(nei)知(zhi)名度高(gao),又有环保、成(cheng)本优势(shi),竞争能力较强。无需通过贸易商(shang),与(yu)下游的(de)(de)(de)(de)(de)(de)一(yi)些大中型染料、医药、农药生产(chan)(chan)(chan)(chan)(chan)厂家形(xing)成(cheng)紧密的(de)(de)(de)(de)(de)(de)战略合(he)作关(guan)系。HH 化(hua)(hua)(hua)工(gong)产(chan)(chan)(chan)(chan)(chan)品(pin)的(de)(de)(de)(de)(de)(de)供应(ying)量直接(jie)影(ying)(ying)响(xiang)到(dao)下游产(chan)(chan)(chan)(chan)(chan)品(pin)的(de)(de)(de)(de)(de)(de)开(kai)工(gong)率(lv),而下游产(chan)(chan)(chan)(chan)(chan)品(pin)的(de)(de)(de)(de)(de)(de)实际销(xiao)(xiao)量也直接(jie)影(ying)(ying)响(xiang)到(dao) HH 化(hua)(hua)(hua)工(gong)的(de)(de)(de)(de)(de)(de)生产(chan)(chan)(chan)(chan)(chan)、库存情(qing)况。某种程(cheng)度上(shang)(shang)说,利益共同(tong)体(ti)。HH 化(hua)(hua)(hua)工(gong) 90%的(de)(de)(de)(de)(de)(de)产(chan)(chan)(chan)(chan)(chan)品(pin)市场为国内(nei)(nei)市场,所以(yi)对国内(nei)(nei)市场的(de)(de)(de)(de)(de)(de)把控(kong),直接(jie)影(ying)(ying)响(xiang)到(dao)产(chan)(chan)(chan)(chan)(chan)品(pin)销(xiao)(xiao)量及企业盈利水(shui)平。内(nei)(nei)销(xiao)(xiao)人员每个月(yue)至少(shao) 20 年天在(zai)(zai)拜访客(ke)户或者(zhe)在(zai)(zai)拜访客(ke)户的(de)(de)(de)(de)(de)(de)路上(shang)(shang),与(yu)客(ke)户的(de)(de)(de)(de)(de)(de)紧密联系和(he)互动,能够真(zhen)实的(de)(de)(de)(de)(de)(de)获得客(ke)户的(de)(de)(de)(de)(de)(de)使用信(xin)息、生产(chan)(chan)(chan)(chan)(chan)情(qing)况,收集行业的(de)(de)(de)(de)(de)(de)最新(xin)信(xin)息,洞察市场的(de)(de)(de)(de)(de)(de)最新(xin)动向,为决策(ce)者(zhe)的(de)(de)(de)(de)(de)(de)后期市场决策(ce)提供信(xin)息支持。

二(er)、企(qi)业的分销渠道

HH 化(hua)(hua)工(gong)品(pin)的(de)外销则是长渠道(dao)。长渠道(dao)是指(zhi)生产者经(jing)过两(liang)道(dao)或者两(liang)道(dao)以(yi)上的(de)销售(shou)环节(jie),把产品(pin)销售(shou)给(ji)消费者。这种模式渠道(dao)分(fen)布密集,可以(yi)有效的(de)覆(fu)盖市(shi)场(chang),而(er)且可以(yi)将(jiang)收汇风(feng)险转移。按照之前描述(shu),HH 的(de)化(hua)(hua)工(gong)中间体产品(pin)主要(yao)销售(shou)到(dao)印(yin)度(du)(du)(du)市(shi)场(chang),印(yin)度(du)(du)(du)市(shi)场(chang)的(de)特(te)殊性(xing)滋生了一类类似于掮(qian)客(ke)的(de)贸易(yi)商(shang)。他们有着丰富的(de)资源(yuan)并(bing)从(cong)中谋取利(li)(li)益。这些(xie)掮(qian)客(ke),大(da)多在某些(xie)大(da)型化(hua)(hua)工(gong)集团从(cong)业(ye)多年,离职后自己单独成立贸易(yi)公司(si)。他们乐意(yi)为中国产品(pin)进入印(yin)度(du)(du)(du)市(shi)场(chang)牵线搭桥,并(bing)收取合(he)理佣金。中国的(de)企业(ye)往往不直接对接这些(xie)掮(qian)客(ke),而(er)是通过国内贸易(yi)商(shang)进行合(he)作。国内贸易(yi)商(shang)可以(yi)预付(fu)中国工(gong)厂货款(kuan),而(er)给(ji)印(yin)度(du)(du)(du)客(ke)户放(fang)账,如(ru) D/A 90 天(tian)(tian),D/A 120 天(tian)(tian)(见单据 90 天(tian)(tian)或者 120 天(tian)(tian)付(fu)款(kuan)),并(bing)利(li)(li)用灵活的(de)财务手段支付(fu)给(ji)印(yin)度(du)(du)(du)贸易(yi)商(shang)佣金。这种高

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