研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
随着全球经济增长乏力和我国市场经济的蓬勃发展，企业竞争环境变得更加激烈。所以，
对于企业而言，新形势如何创新企业营销策略，将会成为一个重要的研究课题。而民用爆破
器材行业在我国经济体系中有着重要的地位，民爆企业的健康发展对促进经济发展有着重要
作用。随着我国经济步入新常态，民爆产品市场发生了巨大改变，一方面受国家监控的影响，
市场需求持续下滑，另一方面行业产能严重过剩，这都为行业的健康发展带来了极大挑战

民爆生产企业面临多重困难：产销量出现断崖式大幅下滑；市场和价格政策的“两个放开”
突然实施让民爆企业猝不及防；产品技术转型压力陡增；企业员工换岗就业难度大；企业经
营业绩下行或成为常态。再加上近年来，民爆市场的开放，猛然间原本闭塞的民爆市场突然
闯入了众多的竞争者。因此如何在逐渐市场化的民爆行业中刺激市场需求，提升企业竞争力，
如何提升民爆生产企业的业绩，对于民爆企业而言显得尤为重要。然而，面对销售手段落后
的民爆企业，只有通过增强竞争意识，改革企业营销策略，才能促进企业的长远发展。本文
以企业管理中经典营销理论作为支撑，针对浙江永联民用爆破公司面临的“内忧外患”，对
其营销策略进行优化设计，为民爆企业降低库存提高生产率提供借鉴

本文首先对营销理论的主要理念和结论进行了简单阐述；其次，结合永联公司产品的营
销现状，分析了永联公司营销管理方面存在的竞争优势不足，发现该企业存在经营模式陈旧，
营销策略不清，销售渠道混乱等问题。然后根据永联公司的内、外部环境和营销方面存在的
优、劣势，建立相应的 SWOT 分析，提出符合永联公司发展需要的营销策略和可行性措施：
营销组织结构、STP 和精准营销理论实际的优化；开展多方合作；加强和政府部门的沟通；建
立健全营销体系的规章制度的可行性措施。最后，阐述了如何通过建设企业文化及完善营销
人员考核制度和薪酬分配制度，提高营销能力扩大企业市场销售额，从而保证公司持续、快
速、健康发展

在运用 SWOT 模型分析基础上，发现永联公司的优势及所存在问题，通过采用多种针对
性的措施，弥补永联企业在营销策略上的短板和不足，并由此建议：（1）积极发展建设创新
激励体系；（2）促进企业产能全面提升，实现多元化的发展；（3）高度重视人才管理，加
强引进和培训工作；（4）提升企业营销管理水平，改善企业的经营绩效；（5）重视企业品
牌建设，增加企业附加值。通过对企业资源的充分利用和整合，加强对市场的观察，最终形
成一套旨在解决民爆企业目前困境的营销策略，通过对民爆产品的营销策略研究，为民爆行
业的健康发展提供动力

关键词：民爆产品；工业炸药；营销管理；发展战略II
Abstract
With the growth of global economy and the rapid development of China&39;s market economy, the
competitive environment of enterprises tend to be more complicated and more changeable, and the
competition between enterprises is becoming more and more fierce. So for enterprises, how to
innovate the marketing strategy of enterprises in the new situation will be an important research
topic. While Civil explosive industry plays a very important role in China&39;s economy, the healthy
development of the industrial enterprise plays an important role in promoting economic development.
As China&39;s economy has entered a new normal, the market has undergone tremendous change, a
continued decline in market demand, on the other hand, industry overcapacity. This has brought
great challenges to the healthy development of the industry. And through the analysis of the 2015
about operation situation of civil explosive industry economic in our country,under the effect of the
macro-environment, for example the slowdown of China&39;s economic, the accelerate adjustment of
structure, and three superimposed effect and other multiple factors, we find that the demand for civil
explosive is decreased, production capacity is insufficient, explosive market competition is
becoming increasingly fierce. Explosive production enterprises face multiple difficulties
superimposed: the cliff fell sharply of production and sales; the slump of the pruduct price because
of two open policies; the extremely onerous task of the transformation for technological
production line; the pressure of personnel shunt placement; the slowdown for the whole industry
may be a norm. Meanwhile, the industrial explosive enterprise has its particularity and the market
access mechanism, in recent years, the competition of industrial explosive enterprise market is
increasingly fierce, doing well in the marketing work of the industrial explosive production,
improving the market competitiveness of the enterprises of industrial explosive production are the
basis to guarantee the industrial explosive production and economic efficiency of the enterprises.
Then facing the transition period of economic and the release of explosive goods prices, civil
explosive enterprises really need to calm down, think carefully and make rational judgment. Under
the harsh market environment conditions, How to make the fit and realistic product marketing
strategy to enhance core competitiveness, through price control to eliminate some poor management
with high production cost, no core competitiveness of small enterprises, and to development and
expansion their own enterprises has extremely important strategic value and significance.This paper
is supported by some classical theory in enterprise management, comprehensively analised Zhejiang
YL civilian blasting equipment Co., Ltd., looking for the development strategy for civil explosive
industry under the new economic environment.
This article first to the main point of the marketing theory and the conclusion has carried on the
simple combing; Second, the situation of YL company are introduced, analyzed the YL company&39;s
marketing present situation and problems of marketing management, further SWOT model to
simulate the YL company internal and external environment analysis and marketing advantages and
disadvantages analysis, and combined with much starker choices-and graver consequences-in
explosive industry development planning, to analyze the overall development of the company&39;s
future marketing strategy and ensure these strategies to effective implementation of specific
measures; Finally, on how to improve the ability of marketing to expand the enterprise market sales
and recommended measures such as construction of enterprise culture and so on, to ensure the
company&39;s sustained, rapid and healthy development.
This study scheme proposed the new concept of integrated marketing. The planning of
industrial explosive product from the perspective of marketing thinking, develop the integrated
marketing research. Conducting marketing research for planning products provide realistic reference
value and theoretical significance.
Keywords: industrial explosive,marketing management,explosive industry,development strategyIII
目 录
摘要 ...........I
Abstract........ II
第一章 绪 论 ........1
1.1 研究背景及意义 ... 1
1.1.1 研究背景 .... 1
1.1.2 研究意义 .... 2
1.2 国内外研究综述 ... 3
1.2.1 国外相关研究 ........ 3
1.2.2 国内相关研究 ........ 4
1.2.3 研究述评 .... 6
1.3 研究内容及框架 ... 6
1.3.1 研究内容 .... 6
1.3.2 研究框架 .... 7
1.4 研究思路及方法 ... 8
1.4.1 研究思路 .... 8
1.4.2 研究方法 ..
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