新形势下聚烯烃生产企业营销体系改革与创新  

Reform and innovationin marketing system of polyolefin manufacture under new situation

作　　者：钱卫[1] 王建立[1] 宋艳[1] QIAN Wei;WANG Jian-li;SONG Yan(China Shenhua Coal To Liquid and Chemical Co.,Ltd.,Beijing 100011,China)

机构地区：[1]中国神华煤制油化工有限公司,北京100010

出　　处：《煤炭加工与综合利用》2023年第4期56-59,共4页Coal Processing & Comprehensive Utilization

摘　　要：为了适应市场日趋饱和、竞争愈发激烈的新形势,在充分市场调研基础上,对标优质企业,结合先进管理经验,针对聚烯烃生产企业提出营销体系改革与创新措施,包括规划建立市场化营销激励体系、深化“以销定产”经营策略、聚焦专用料市场开发、发展多元化销售模式、积极拓展海外第二市场、提升精细化管理水平、探索发展第三方贸易、打造智慧化销售体系、灵活运用套期保值金融工具等,以期提升企业综合营销能力、独立生存能力和抗市场风险能力。In order to adapt to the new situation of saturated and competitive market,on the basis of full market research,benchmarking high-quality enterprises,and combining advanced management experience,the reform and innovation in marketing sytem of polyolefin manufacture was listed,including establishment of marketing incentive system,deepening of producing by order,development of special materials market,innovation of diversified sales model,expansion of overseas markets,improvement of refined management,exploration of third party trade,construction of intelligent sales system and flexible application of hedging,etc,so that the improvement of comprehensive sales ability,independent survival ability,and resisting market risk ability could be realized,and decision reference was provided.

关 键 词：聚烯烃 以销定产 销售模式 出口 第三方贸易 信息化 

分 类 号：F713.31[经济管理—产业经济]