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近年来,民爆行业需求下降、市场竞争加剧,山东XX化工作为一家以民营爆破器材生产为主的企业,也面临着市场份额缩小,营业收入下滑的市场营销困境。因此,本文利用SWOT分析方法,分析XX化工市场营销的内外部环境,了解其市场营销所面临的机会和挑战,优势及劣势。并在此基础上,确定XX化工市场发展的营销策略,借此扩大XX化工市场销售份额。
In recent years, the demand for civil explosive industry has declined and the market competition has intensified. Shandong XX Chemical Co., Ltd., a privately-run blasting equipment-based enterprise, is also facing the marketing dilemma of shrinking market share and decreasing operating income. Therefore, this paper analyzes the internal and external environment of XX Chemical Marketing by means of SWOT analysis to understand the opportunities and challenges, advantages and disadvantages of its marketing. And on this basis, to determine the development of XX chemical market marketing strategy, to expand XX chemical market sales share.