CDB项目硫磺营销战略与物流需求研究.doc

摘要:本文分析了近几年国内外硫磺生产和需求状况，针对国内硫磺供需状况，重点研究了川东北地区硫磺现状。结合中国石油西南油气田分公司川东北罗家寨高含硫气田的开采，确定了川、渝、云、贵、鄂为重要目标客户。通过对硫磺需求量、需求型态、预期价格等相关数据的收集，将西南地区市场按运输距离不同划分为两个区域销售；通过对硫磺物流特性、产品型态和运输方式的分析，深入研究了目标客户硫磺物流需求；依靠需求导向和竞争定价策略，建立硫磺定价模型；按照“以产定销”原则和利润最大化原则，提出了川东北地区硫磺销售应优先考虑需求量大的客户，在CDB项目的第一阶段，应将重点放在对国内硫磺需求较强的企业，并按需求半径划分销售量。

关键词：硫磺 生产需求 定价机制 营销策略 物流需求

ABSTRACT:This paper analyzes the status of sulfur production and demand at home and abroad in recent years，for the domestic supply and demand situation of sulfur, focusing on the current status of sulfur in Northeast Sichuan. With China's southwest oil and gas field branch of Northeast Sichuan LuoJiaZhai high-sulfur gas fields exploitation, Sichuan, Chongqing, the cloud, expensive, Hubei Province as the important customer objectives. The sulfur demand, demand patterns, the expected price and other related data collection, the transport distance by Southwest market is divided into two different regional sales; analysis the sulfur logistics characteristics, product type and mode of transport, in-depth study sulfur logistics needs of target customers; rely on demand-oriented and competitive pricing strategy, establishment of the sulfur pricing model; accordance with the "insurance reform" principle and the principle of profit maximization, northeastern Sichuan sulfur proposed sale should give priority to demand large customers, in the CDB project's first phase, emphasis should be placed on domestic demand strong sulfur enterprises, and demand-radius into sales.

Keywords：sulfur；production demand；pricing mechanism；marketing strategy；logistics demand