前几年，由于国家将滑石列入“两高一资”产品。滑石出口政策由减少出口退税到征 收关税，实行出口配额制度，出口配额逐年减少，导致我国滑石产品在国际市场的价格优 势逐渐减少，越来越多的海外客户选择价格更低廉的印度、阿富汗等国滑石。市场上低端 滑石产品处于供过于求的状态，同时高端滑石产品又处于供不应求的状态。GL公司是一家 专业从事滑石开采、加工、销售为一体的企业，拥有世界第二大露天滑石矿山，配备国内 外先进的采掘、运输、加工及检测设备，是中国重点滑石产品生产和出口企业。滑石生产 销售作为GL公司的主营业务，其收入占营业总收入的95%以上，是公司赖以生存的保障。 如何解决出口量降低，行业竞争激烈这些困境，GL公司如何进行转型，在市场上保持竞争 优势并不断发展壮大是GL公司滑石产品市场营销最需要解决的难题。 本文以GL公司滑石产品为研究对象，运用PEST分析方法、SWOT分析方法、4PS营销 组合理论为理论指导，通过对GL公司滑石产品营销现状进行分析，找到其在营销中存在 问题是：GL公司产品差异性不突出、产品的销量降低、产量销量不平衡、持续低价影响利 润、对市场了解不足、推广力度不足。通过对GL公司宏观环境从政治、经济、社会文化、 技术方面，滑石行业竞争环境、客户和竞争对手方面进行分析，并结合SWOT分析模型， 对GL公司的内部优劣势、外部机会威胁进行分析。运用市场营销组合策略，即4PS策略 提出GL公司滑石产品的优化营销策略，通过加大对产品的研发，优化产品包装，调整产 品组合定位，制定合理的产销计划的产品策略；制定差异化定价策略，完善的定价流程； 丰富销售渠道；增加广告投放，增加企业宣传力度的促销策略对GL公司滑石产品的营销 策略进行优化。最后提出通过完善组织结构，提供制度保障，加强人才培养，加大信息技 术的使用来保障营销策略的有效实施，从而使GL公司获得更好的发展。希望本文的研究 能对GL公司发展提出有效的建议。 关键词：滑石；GL公司；营销策略；4PS理论 II Abstract Inthepastfewyears,talchasbeenincludedinthe"twohighsandonecapital"productsby thestate.Theexportpolicyoftalchaschangedfromreducingexporttaxrebatestoimposing tariffs,implementinganexportquotasystem，andexportquotashavebeenreducedyearbyyear, whichleadstothegradualreductionofthepriceadvantageofChina'stalcproductsinthe internationalmarket.MoreandmoreoverseascustomerschooseIndiaandAfghanistan,which arecheaper.Thelow-endtalcproductsareinastateofoversupplyinthemarket,whilethe high-endtalcproductsareinastateofshortsupply.GLisacompanyspecializedintalcmining, processingandsales.Ithastheworld'ssecondlargestopen-pittalcmineandisequippedwith advancedmining,transportation,processingandtestingequipmentathomeandabroad.Itisa keymanufacturerandexporteroftalcproductsinChina.AsthemainbusinessofGLCompany, talcproductionandsales,whoserevenueaccountsformorethan95%ofthetotaloperating income,istheguaranteeofthecompany'ssurvival.Howtosolvethedilemmaofreducedexport volumeandfiercecompetitionintheindustry,howtotransformGLcompany,maintain competitiveadvantageinthemarketandcontinuetodevelopandgrowarethemostdifficult problemsthatGLcompanytalcproductmarketingneedstosolve. ThisarticletakestheGLcompany'stalcproductsastheresearchobject,usesPESTanalysis method,SWOTanalysismethodand4PSmarketingcombinationtheoryasthetheoretical guidance.ThroughtheanalysisofthemarketingstatusofGLcompany'stalcproducts,itfinds thatthereareproblemsinmarketing:GL'sproductdifferentiationisnotprominent,productsales havedecreased,outputandsaleshavebeenunbalanced,continuedlowpriceshaveaffected profits,insufficientunderstandingofthemarket,andinsufficientpromotionefforts.Throughthe analysisofGL'smacroenvironmentfromthepolitical,economic,socialandculturalaspects,the competitiveenvironmentofthetalcindustry,customersandcompetitors,combinedwiththe SWOTanalysismodel,theinternaladvantagesanddisadvantagesofGLandthethreatof externalopportunitiesareanalyzed.Usingthemarketingmixstrategy,thatis,the4PSstrategy, weproposetheoptimizedmarketingstrategyofGL'stalcproducts.Byincreasingproduct researchanddevelopment,optimizingproductpackaging,adjustingproductmixpositioning, formulatingreasonableproductionandmarketingplans,differentiatedpricingstrategies,and improvingpricingprocess,enrichsaleschannels,increaseadvertising,andincreasecorporate propagandatooptimizethemarketingstrategyofGL'stalcproducts.Finally,itisproposedto improvetheorganizationstructure,providesystemguarantee,strengthentalenttraining,and increasetheuseofinformationtechnologytoensuretheeffectiveimplementationofmarketing strategies,therebyenablingGLtodevelopbetter.Ihopethattheresearchinthisarticlecan III provideeffectivesuggestionsforthedevelopmentofGL. Keyword：Tale；GLcompany；Marketingstrategy；4PStheory IV 目录 摘要..............................................................................................................................................I Abstract...........................................................................................................................................II 一、绪论.........................................................................................................................................1 （一）研究背景和研究意义...............................................................................................1 1、研究背景...............................................................................................................1 2、研究意义...............................................................................................................1 （二）研究内容与方法及框架思路...................................................................................2 1、研究内容...............................................................................................................2 2、研究方法...............................................................................................................2 3、技术路线图...........................................................................................................3 二、国内外研究现状和相关理论基础.........................................................................................4 （一）国内外研究现状.......................................................................................................4 1、国外研究现状.......................................................................................................4 2、国内研究现状.......................................................................................................5 （二）相关理论及方法概述...............................................................................................6 1、PEST分析方法.....................................................................................................6 2、SWOT分析方法...................................................................................................6 3、营销策略组合理论...............................................................................................6 三、GL公司滑石产品市场营销现状及问题...............................................................................8 （一）GL公司简介.............................................................................................................8 1、人员及组织结构...................................................................................................8 2、公司主要业务.......................................................................................................9 3、公司经营情况.......................................................................................................9 （二）GL公司滑石产品市场营销现状...........................................................................11 1、产品现状..............................................................................................................11 2、价格现状.............................................................................................................13 3、销售渠道现状.....................................................................................................14 4、促销策略现状.....................................................................................................14 （三）GL公司滑石产品市场营销存在问题...................................................................14 1、产品差异不突出............