【作者】 田德华；

【导师】 汪波；

【作者基本信息】 天津大学 ， MBA， 2011， 硕士

【摘要】 改革开放大大加速了中国经济发展的步伐,使中国成为了世界上最大的消费市场。跨国公司纷纷把战略眼光投向中国,在经济持续快速发展和市场潜力巨大的中国寻求新一轮持续发展的机会。埃肯公司1997年进入中国进行微硅粉的销售,取得了一定的成就。但随着越来越多的本土竞争者的加入以及金融危机的影响,埃肯公司的市场份额和销售量都呈萎缩之势。本文旨在通过研究埃肯公司所面临的外部环境的变化和内部营销状况,找出营销工作中的不足,提出切实可行的营销策略,使埃肯公司能够新的机遇下扭转颓势。本文的主要内容是以我国市场经济的宏观环境为背景,通过对我国耐火材料用微硅粉市场的宏观环境、微硅粉行业竞争环境进行描述,为市场分析、营销策略分析提供依据。其次,本文对我国耐火材料用微硅粉市场需求、市场竞争进行分析,明确埃肯公司在我国耐火材料用微硅粉市场中的位置。第三,本文结合埃肯公司的营销现状和我国微硅粉产品特点从产品策略、价格策略、渠道策略和促销策略四个方面对埃肯公司的营销策略进行了重新规划。更多还原

【Abstract】 Reform and opening up greatly accelerated the pace of China’s economic development, China became the world’s largest consumer market. Multinational companies have look China as their strong point, to seek a new round of sustained development opportunities in China with continued economic rapid development and market potential.Elkem entered China in 1997 and the major business was sale microsilica, the company got some certain success in early years. But as more and more local competitors join and global financial crisis happened in 2008, Elkem has a s trend of shrinkage in the market share and sales volume.This article aims to study external environment changes of Elkem faced and the internal status of marketing and sales to find out the insufficiency in marketing work, and advance practicable marketing strategy to turn the falling tendency of Elkem under the new situation with opportunities and challenges.This article described the Chinese microsilica market which used in refractory industry and the competition situation in this business based on the macroeconomic environment in China. Secondly, this article established the relative position of Elkem in Chinese microsilica market by microsilica market demand in refractory industry discussion, market competition analysis. Third, this article redesigned the marketing strategy for Elkem from product strategy, price strategy, channel strategy and promotion strategy after analyzing the current marketing status of Elkem and microsilica features in China.更多还原