论中国石化产品市场分析的方法.docVIP

论中国石化产品市场分析的方法 　　[摘要]文章论述了中国石化产品市场分析方法和市场的中国特色。分析方法分三个层面:供需分析、市场分析和竞争力分析。供需分析主要论述了供应和需求两个方面如何分析,重点讨论了需求的结构分析和供需分析的核心工具-供需平衡表的应用。市场分析分为宏观层面和微观层面。宏观层面论述了宏观经济、政府政策和行业趋势三个因素;微观层面讨论了新增产能、价格变化、替代品、营销模式和突发事件五个因素。竞争力分析从企业战略层面分析产品的竞争力,讨论了成本和技术两个因素。最后探讨了中国石化产品市场有中国特色的三个特点:现货市场、国营特色和进口产品的两面性。 　　 　　[关键词]石化产品;市场分析;战略定位 　　 　　[[[中图分类号]][F426][[文献标识码]][A][[文章编号]][1002-736X(2010)03-0126-03]] 　　 　　The Method of Marketing Analysis for Petrochemical in China 　　Cai Hui 　　(Sales Management Department of Jilin Petrochemical Company, CNPC, Jilin, Jilin 132022) 　　 　　Abstract: This paper describes the method of market analysis for petrochemical and its specific characteristics in China. The method includes three aspects: supply and demand analysis, market analysis and competitive forces analysis. Supply and demand analysis deals with how to analyze supply and demand, which focuses on structure analysis of demand and the key tool- application of balance table for supply and demand. Market analysis is divided into macro aspect and micro aspect, the purpose of which is to formulate reasonable current marketing strategy. The macro aspect copes with three factors - macro economy, government policy and industry prospect. The micro aspect discusses five factors as new capacity, change of price, substitutes, marketing mode and emergency. Competitive forces analyze the competitive power of product from the level of enterprise strategy and investigate two factors: costs and technique, the goal of which is to draw up strategic position of specific products of enterprises. Finally, three characteristics of Chinas petrochemical market were presented: spot market, state-owned and both sides of import product. 　　Key words: petroleum chemicals; marketing analysis; strategic position 　　 　　引言 　　 　　石化产品是重化工业最主要的行业之一,一般占国民经济总量的10%左右。中国石化产品市场巨大,从20世纪90年代开始进入了快速发展阶段,为中国制造业发展奠定了基础。笔者研究的石化产品主要包括合成树脂、合成纤维、合成橡胶和基本化工原料,不包括汽柴油。石化行业的特点是规模大、上下游一体化程度高、高投资、回报周期长、发展速度同国民经济关联度高并且市场风险也较大。 　　石化产品属于大宗工业品(COMM