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1、大连理工大学研究生学位论文题目名称‘金陵石化公司烷基苯厂产品经营战略计学位论文万页表格巧表插图幅学位论文完成日期年月日二评阅人指导老师王雪华教授系主任汪克束教授院长武春友教授年月日摘要直链烷基苯是金陵石化公司烷基苯厂的主打产品,是生产洗涤剂。,,的中间原料在国内该产品是由烷基苯厂第一家生产出来的但由于另外两家,。生产企业相继投产生产量的第一把交椅已不属于烷基苯厂了中国加入的步伐日益加快,国际市场对本厂的冲击指日可待。如何摆脱这些不利的局面,是摆在烷基苯厂面前的一大课题。烷基苯厂的另一个重要产品是“加佳”牌洗衣粉。随着洗涤用品洋货的蜂
2、拥而至,洗衣粉竞争达到了白热化程度。自年以后,“加佳”牌洗衣粉销售量不断下滑,至今达到了洗衣粉生死存亡的关头。本文在分析国内和国际烷基苯及洗衣粉市场的现状,并预测了和洗衣粉将来的市场发展走势的基础上,陈述了国内和国际主要竞争对手的状况,剖析了烷基苯厂的优势与劣势,面临的机遇和挑战,从而提出了相应的经营战略。本文所引用的数据和理论准确可靠,得出的营销策略有较强的针对性,试图能给金陵石化公司烷基苯厂和供销公司的经营者及营销人员制定产品经营战略提供一些有益的见解和帮助。挤,,,,“,,,,“,,,,,,,,,」匕二目录矛第一部分金陵石化公
3、司烷基苯厂及其产··················⋯⋯品简介一金陵石化公司烷基苯厂简介金陵石化公司烷基苯厂产品及其生产原理简介产品及其生产原理简介洗衣粉产品及其生产原理简介····································⋯⋯第二部分直链烷基苯和洗衣粉行业分析···························⋯⋯一行业结构分析······················································⋯⋯新入侵者·······························
4、···································⋯⋯行业内的企业···························································⋯⋯’替代··································································⋯⋯品供方··································································⋯⋯买方·····················
5、·····················,········,··············⋯⋯二国内市场及洗衣粉的供需分析···························⋯⋯·······················································⋯的供需分析⋯洗衣粉的供需分析······················································⋯⋯三国际市场及洗衣粉供需分析的供需分析洗衣粉的供需分析四主要竞争对手状况分析国内主要竞争对手状况分析国际主要
6、竞争对手状况分析替代·······································⋯⋯五六品对洗衣粉行业的影响山自上加入对国内及洗衣粉行业的影响庄江吐行业受加入影响的分析·洗衣粉行业受加入影响的分析机会与威胁自乙︼口一﹄七金陵石化公司烷基苯厂面临的机遇金陵石化公司烷基苯厂面临的挑战和威胁第三部分金陵石化公司烷基苯厂状况分析························⋯⋯金陵石化公····································⋯⋯一司烷基苯厂状况生产状况···,·,,···········
7、··········································⋯⋯研究与··················,···································⋯⋯开发状况营销状况··································································⋯⋯组织状况··································································⋯⋯财务状况··············
8、··················································⋯⋯二优势与劣势优势劣势第···········································,·,,,······
