煤科院煤矿安全技术装备市场营销策略研究

发布时间：2018-03-14 03:30

本文选题：市场营销　切入点：煤矿安全技术装备　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：首先,本文介绍了一些关于市场营销的基础理论,在此基础上,介绍了其中常见的分析模型。.之后,简要介绍了煤科院的相关背景,随后分析了煤矿安全技术装备市场的现行营销管理的有关情况。然后,分别从宏观和微观两个方面对煤矿安全技术装备市场营销环境进行了分析。在政治环境,经济、社会文化以及技术环境方面运用了 PEST分析法。在分析煤科院的竞争形势,供应商及买方议价能力和潜在竞争者时运用了五力分析模型,在分析内外部条件时运用了经典的SWOT分析法。根据市场营销的基础理论和对市场情况与自身情况的分析,在产品,价格,分销渠道、促销等方面对煤科院煤矿安全技术装备提出了具体的营销方案建议,并提出相应的实施保障措施,这些措施包括:建立与营销有关的高效的信息系统;使营销组织得以完善的举措,强化营销后续服务能力等。基于以上分析,本文最后得到结论:煤科院应该充分利用自身的优势,与市场相结合,多方采取措施提高自身产品的市场知名度。在市场细分的基础上,扩大市场个性化需求产品的研发,加强产品的营销力度,进一步降低生产成本,为客户创造更大的价值。要对既有的营销策略进行全面优化和调整,在充分发挥其产品技术优势的基础上,优化完善营销策略,在产品、价格、分销渠道以及品牌策略的制定上,更具市场发展需要,更有针对性,为煤科院市场营销工作很好的开展提供强有力的理论支撑。本文应用启示:本文在分析煤科院煤矿安全技术装备市场营销现状及行业环境的基础上,客观的分析了其自身优劣势。结合其自身优势,并在规避自身劣势的基础上,提出了营销策略实施保障举措。这些优化措施的提出,为煤科院今后的市场营销策略高效实施,具有重大的参考价值。对煤矿安全技术装备行业类似企业营销策略的制定,具有较强的指导意义。
[Abstract]:First of all, this paper introduces some basic theories about marketing, and then introduces some common analysis models, and then briefly introduces the relevant background of the Academy of Coal Sciences. Then it analyzes the current marketing management of coal mine safety technology equipment market. Then, it analyzes the marketing environment of coal mine safety technology equipment from macro and micro aspects. In terms of social culture and technical environment, the PEST analysis method is used. The five-force analysis model is used to analyze the competitive situation of the Academy of Coal Sciences, the bargaining power of suppliers and buyers and potential competitors. In the analysis of internal and external conditions, the use of classical SWOT analysis. According to the basic theory of marketing and the analysis of the market situation and their own situation, in the product, price, distribution channels, In the aspects of sales promotion and other aspects, the author puts forward specific marketing proposals for coal mine safety technical equipment, and puts forward the corresponding implementation guarantee measures, which include: establishing an efficient information system related to marketing; Based on the above analysis, this paper draws a conclusion: the Academy of Coal Sciences should make full use of its own advantages and combine with the market. Various measures should be taken to improve the market visibility of their products. On the basis of market segmentation, we should expand the research and development of individualized products in the market, strengthen the marketing of products, and further reduce production costs. It is necessary to optimize and adjust the existing marketing strategy, optimize and perfect the marketing strategy on the basis of giving full play to the technical advantages of the product, and improve the marketing strategy in the product, price, etc. Distribution channels and brand strategy formulation, more market development needs, more targeted, This paper provides a strong theoretical support for the marketing work of the Academy of Coal Sciences. This paper applies enlightenment: this paper analyzes the marketing situation and the industry environment of the coal mine safety technical equipment in the Academy of Coal Sciences. This paper objectively analyzes its own advantages and disadvantages, combines its own advantages and disadvantages, and on the basis of avoiding its own disadvantages, puts forward the measures to implement the guarantee of marketing strategy. These optimization measures are put forward for the effective implementation of the marketing strategy of the Academy of Coal Sciences in the future. It is of great reference value and has a strong guiding significance for the formulation of marketing strategy of similar enterprises in coal mine safety technology equipment industry.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426;F274

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