==>> 点击下载文档 |
伴随新煤炭市场的快速发展以及煤炭产品种类的日趋丰富,大批不同规模的
煤炭相关企业进入到煤炭行业,一方面使得现阶段的煤炭产品市场呈现出购销两
旺的景象,另一方面加剧了煤炭行业的内部竞争程度。为了扩大市场占有率,在
市场竞争中始终保持竞争优势,国内外诸多煤炭产品生产商开始探索转变公司发
展战略和营销策略的新途径。因此,从煤炭生产者的角度对企业营销策略进行分
析和研宄,并对市场营销策略中出现的问题进行系统性的研究和分析,进而为企
业在新的市场形势下制定营销战略,改善营销手段提供有效的方法。对于企业的
稳定生存和长远发展具有重要的理论价值和实践价值
本文以冀中能源峰峰集团作为研究对象,主要研宄冀中能源峰峰集团的营销
策略。首先重点分析了冀中能源峰峰集团所在市场的外部环境和内部环境的特点
以及公司自身所具备的优势和劣势,其次对其营销市场、竞争对手和目标客户进
行了详细的分析,并运用市场营销理论挖掘煤炭产品营销方式,最后在结合理论
分析和公司现状的基础上,研究并提出适合冀中能源峰峰集团发展的煤炭营销策
略方案。通过本文的研宄发现,冀中能源峰峰集团的优势在于人力资源组织结构
比较合理,具有较强的市场应变能力和市场探索经验,拥有一定市场知名度,生
产设备先进、产品价格优势和质量保证等;劣势主要有内部管理制度执行力度不
够且缺乏监督机制,此外,研发能力不足,产品多样稳定性程度不够,销售区域
广管理难度大等显著问题。对此,研宄提出了适合冀中能源峰峰集团的营销策略,
并建议冀中能源峰峰集团可以采取产品策略、定价策略、促销策略、渠道畅通策
略等提升公司营销水平,实现公司长远发展
关键词:冀中能源峰峰集团;煤炭业务;营销;策略
I 昆明理工大学专业学位硕士学位论文
冀中能源峰峰集团煤炭业务营销策略研究
Abstract
In recent years, as the country has laid emphasis on environmental protection and
vigorously promoted energy conservation, coal production enterprises have insisted in
the purposes of environmental protection, low carbon, energy saving and green,
which are also taken as their strategic objectives for development so as to respond
positively to the call of the country. In the course of production and operation, those
enterprises implement strict control to enhance the utilization of coal products and
improve their economic efficiency.
With the rapid development of the new coal market and the increasing abundance
of coal products, a large number of coal-related enterprises at different sizes enter the
coal industry. This makes the current coal products market render the scene of brisk
buying and selling on one hand, and intensifies the degree of internal competition in
the coal industry on the other hand. In order to expand the market share and always
maintain a competitive advantage in the market competition,many domestic and
foreign coal products manufacturers have begun to explore the new way to transform
their development strategies and marketing strategies. Therefore, this paper analyzes
and studies the enterprise’s marketing strategies from the perspective of coal
producers, and systematically studies and analyzes the problems related to the
marketing strategies. It aims to providing effective methods for enterprises to develop
marketing strategies and improve marketing tools in the new market situation. It has
important theoretical value and practical value for the stable and long-term
development of enterprises.
In this paper, Jizhong Energy Fengfeng Group is taken as the research object,
whose marketing strategy is mainly analyzed. First of all, this paper focuses on
analyzing the characteristics of the external and internal environment of Jizhong
Energy Fengfeng Group, and its advantages and disadvantages. Secondly, it analyzes
the companyfs market, competitors and target customers in details, and uses the
marketing theory to tap the coal product marketing methods. Finally, by combining
theoretical analysis and the company’s current status,this paper studies and puts
forward the coal marketing strategy program which is suitable for development of
in 昆明理工大学专业学位硕士学位论文
冀中能源峰峰集团煤炭业务营销策略研究
Jizhong Energy Fengfeng Group. Upon the research in this paper, it is found that the
company has the advantages including reasonable human resource organization
structure, strong market adaptability and market exploration experience, certain
market reputation, advanced production equipments, product price advantage and
quality assurance, etc. The main weaknesses include inadequate implementation of
internal management system, lack of supervision mechanism, lack of research and
development capabilities, insufficient product diversity and stability, wide selling area,
large management difficulty, etc. In this regard, this paper puts forward the marketing
strategy suitable for Jizhong Energy Fengfeng Group, and suggests that Jizhong
Energy Fengfeng Group can adopt product strategy, pricing strategy, promotion
strategy and channel smoothing strategy to enhance its marketing level and realize the
long-term development 〇
Key words: Jizhong Energy Fengfeng Group, coal business, marketing, strategy
IV 昆明理工大学专业学位硕士学位论文
冀中能源峰峰集团煤炭业务营销策略研宄
目录
觀 I
Abstract
Ill
第一章绪论 1
1. 1研宄背景和意义1. L 1研宄背景1. 1.2研宄意义1.2研宄思路与方法1.2. 1研究思路1.2.2研宄方法……1.3研究内容与框架1.3. 1研宄内容1.3.2研究框架第二章论文相关理论概述2.1 STP 理论2.2 4Ps 理论2.3营销环境分析理论2. 3. 1宏观环境分析之PEST分析2. 3. 2微观环境能力分析2. 3. 2产业环境分析2.4 SWOT 分析第三章冀中能源峰峰集团营销环境分析3. 1冀中能源峰峰集团主要业务介绍3.2冀中能源峰峰集团煤炭业务营销现状分析3. 3冀中能源峰峰集团煤炭业务营销环境分析3. 3. 1宏观环境分析3.3.2行业环境分析3. 3. 3微观环境分析i 昆明理工大学专业学位硕士学位论文
冀中能源峰峰集团煤炭业务营销策略研宂
3. 4冀中能源峰峰集团STOT分析3. 4.1 SWOT 分析3. 4. 2基于SWOT分析的矩阵组合
25
4.1冀中能源峰峰集团煤炭业务的STP战略选择
27
4. 1. 1市场细分
27
4. 1.2目标市场选择
28
4. 1. 3市场定位
30
4.2峰峰集团煤炭业务的营销组合策略制定
32
4.2. 1产品策略
33
4. 2. 2价格策略
33
4. 2. 3渠道策略
34
4. 2. 4促销策略
35
第五章冀中能源峰峰集团煤炭业务的营销策略实施保
37
5.1外部保障措施
37
5. 1. 1 “互联网+’’战略
37
5. 1. 2市场化与供给侧结构性改革
37
5. 1.3完善相关法律法规建设,加强各方面监督,建立长效机制.......37
5.2内部保障措施
38
第六章结论与展望
41
6.1结论 41
6.2展望 41
^ m 43
参考文献 45
ii 昆明理工大学专业学位硕士学位论文
冀中能源峰峰集团煤炭业务营销策略研究
第一章绪论
1.1研究背景和意义
1. 1. 1研究背景
自改革开放后经济的飞速发展,我国仍处于一个工业经济为主的阶段,而煤
炭作为工业经济的原材料,一直以来发挥着举足轻重的作用,基于我国少油、缺
气、富煤的能源格局,就注定了今后工业生产中能源消耗中第一大户的地位。在
当前经济形势下,煤炭企业曾经风光无限的“黄金十年”已一去不复返,随着国家
对环境问题的重视程度和能源产品结构的不断调整转型,就决定了煤炭企业在今
后的一段时间内处于产能内耗、煤价持续偏低的一个长期形势。从2010年之后
的五年中,全国冶金、建材、电力、化工四大耗煤行业在房地产领域停滞不前的
情况下出现经营严重困难的情况
。。。以上简介无排版格式,详细内容请下载查看