--I 摘要 未来一段时期，我国能源需求总量仍保持稳步快速增长，但产业布局、能源结 构将不断优化，煤炭码头日益增多，环保形势逐渐严峻，市场 日趋集中，将难以避 免市场份额重新洗牌局面，煤炭码头将是各个港口集团之间的竞争格局。本文通过 市场营销理论、波特五力模型、SWOT矩阵分析、营销环境、营销战略、市 场细分、 营销策略组合理论对秦皇岛九公司进行全面分析、深刻探讨。基于目前秦皇岛港九 公司的规模，如何打造世界一流港口企业，进一步抓住机遇、明确措施、开展具体 工 作。 本论文正是针对上述问题，结合国内外码头市场营销现状，从多个维度共同分 析秦皇岛港九公司所处的发展环境，主要包括经营环境、营销特点、销售方式等进 行全方位分 析、研究。通过所得的分析结果，实现对该公司营销策略方面的优化， 从公司的现状和问题分析入手，做出科学有效的规划意见，长期以来，煤炭码头以 生产为中心，相对忽略 了营销工作，文章将结合目前煤炭市场化进程以及国民经济、 能源发展的趋势，对当前比较薄弱的煤炭码头营销策略做更加理性精准的分析，逐 步建立起一套能应对市场竞争的 营销机制。并提供给相关部门和领导作参考。 关键词：秦皇岛港九公司；营销环境分析；SWOT分析；STP分析；4P营销策略 燕山大学工商管理硕士学位论文 --II Abstract Inthecomingperiod,China'stotalenergydemandwillcontinuetogrowsteadily andrapidly,buttheindustriallayoutandenergystructurewillcontinuetobeoptimized, coalterminalswillincrease,theenvironmentalprotectionsituationwillbecomemore severe,andthemarketwillbecomemoreconcentrated.Itwillbedifficulttoavoidmarket sharereshuffle,coal.Theterminalwillbeacompetitivelandscapebetweenvariousport groups.ThispaperanalyzesanddeeplydiscussesQinhuangdaoNineCompanythrough marketingtheory,Porter'sfive-forcemodel,SWOTmatrixanalysis,marketing environment,marketingstrategy,marketsegmentationandmarketingstrategy combinationtheory.BasedonthecurrentscaleofQinhuangdao port ninth Corporation,howtobuildaworld-classportenterprise,furtherseize opportunities,clarifymeasures,andcarryoutspecificwork. Thispaperisaimedattheaboveproblems,combinedwiththecurrentstatusof domesticandinternationalterminalmarketing,fromanumberofdimensionstojointly analyzethedevelopmentenvironmentofQinhuangdao port ninth companies,includingbusinessenvironment,marketingcharacteristics,salesmethods,etc. forcomprehensiveanalysisandresearch.Throughtheanalysisresultsobtained,the optimizationofthecompany'smarketingstrategyisrealized.Startingfromthe company'scurrentsituationandproblemanalysis,scientificandeffectiveplanning opinionsaremade.Foralongtime,thecoalterminalisproduction-centered,andthe marketingworkisrelativelyneglected.Incombinationwiththecurrentcoal marketizationprocessandthetrendofnationaleconomyandenergydevelopment,we willmakeamorerationalandaccurateanalysisofthecurrentweakcoalterminal marketingstrategy,andgraduallyestablishamarketingmechanismthatcancopewith marketcompetition.Andproviderelevantdepartmentsandleadersforreference. Keywords:QinhuangdaoPortCo.Ltd；marketingenvironment；SWOTanalysis；STP analysis；4Pmarketingstrategy 目录 --III 目录 摘 要....................................................................................................................................I Abstract.................................................................................................................................II 第1章绪 论.......................................................................................................................1 1.1研究的背景及研究意 义..........................................................................................1 1.1.1研究的背 景.........................................................................................................1 1.1.2研究意 义.............................................................................................................2 1.2国内外研究现 状.......................................................................................................3 1.2.1国外研究现 状.....................................................................................................3 1.2.2国内研究现 状...................................................................................................4 1.3本文的主要内容与方 法..........................................................................................5 1.3.1论文主要方 法.....................................................................................................5 1.3.2论文框 架.............................................................................................................6 第2章相关理论综 述.........................................................................................................7 2.1营销环境分 析...........................................................................................................8 2.2SWOT分 析...............................................................................................................9 2.2.1机会与威 胁..........................................................................................................9 2.2.2优势与劣 势..........................................................................................................9 2.3STP分 析..................................................................................................................10 2.3.1市场细 分...........................................................................................................11 2.3.2选择目标市 场...................................................................................................12 2.3.3市场定 位...........................................................................................................12 2.44P策略分 析............................................................................................................12 2.4.1产品策 略...........................................................................................................13 2.4.2价格策 略...........................................................................................................13 2.4.3渠道策 略...........................................................................................................14 2.4.4促销策 略...........................................................................................................14 2.5本章小 结.................................................................................................................14 第3章秦皇岛港九公司市场营销环境分 析..................................................................15 3.1秦皇岛港九公司宏观环境分 析............................................................................15 3.1.1政策环境分 析...................................................................................................15 3.1.2经济环境分 析...................................................................................................16 3.1.3社会环境分 析...................................................................................................17 燕山大学工商管理硕士学位论文 -IV- 3.1.4技术环境分 析...................................................................................................18 3.2秦皇岛港九公司行业环境分 析............................................................................20 3.2.1竞争者的竞争程 度..........................................................................................20 3.2.2新进入者的威 胁..............................................................................................21 3.2.3煤炭交易双方的议价能 力..............................................................................22 3.2.4替代品对产业的影 响......................................................................................23 3.3秦皇岛港九公司企业内部分 析............................................................................24 3.3.1秦皇岛港九公司简 介......................................................................................24 3.3.2秦皇岛港九公司组织结构现 状.....................................................