SD公司煤炭产品营销策略研究

发布时间：2018-05-14 18:42

本文选题：煤炭市场 + 煤炭产品　；参考：《西安理工大学》2017年硕士论文

【摘要】：随着国家产业结构的调整,能源机构也随之不断优化,特别是随着年初国家要求煤炭去产能和煤矿减量化生产政策的影响下,使煤炭市场发生了非常大的变化,伴随着去库存,煤炭价格逐渐止跌,SD公司也迎来了良好的转机。煤炭市场依然面临供大于求的现状,做好市场营销工作显得尤为重要,怎样把营销理论知识同SD公司的销售现状相结合,使煤炭销售的问题得以解决,并进一步改进煤炭销售的方法,如何开拓新的煤炭市场,开发新的客户,使公司的利益最大化,是本文研究的核心问题。本文以SD公司为研究对象,将市场营销理论与本公司煤炭产品的特点和煤炭行业现状相结合,认真分析SD公司的内、外环境及现阶段的营销状况,找出营销过程中的不足,并应用SWOT矩阵法综合分析其优、劣势及机会、威胁。通过分析,得出我公司应当利用自身雄厚的实力、品牌价值高、公司所处区域煤炭资源丰富、不断增强的运输能力、有配套先进的洗煤厂、产品多样化以及注重科技创新等优势,对煤炭产品的市场进行细分、选择及定位,进而制定SD公司的营销策略,并提出与之匹配的营销策略的实施建议。本文利用市场营销理论知识结合SD公司实际,指出其在煤炭产品营销策略方面的欠缺点,提出建设性营销策略,对SD公司的煤炭产品营销提供有效指导。
[Abstract]:With the adjustment of the national industrial structure, the energy institutions have also been continuously optimized, especially under the influence of the national policy of requiring coal production capacity to go to capacity and the reduction of coal production at the beginning of the year, which has led to very great changes in the coal market, accompanied by destocking. Coal prices gradually stopped falling SD company also ushered in a good turn. The coal market is still facing the situation of oversupply, so it is very important to do the marketing work well. How to combine the marketing theory knowledge with the current sales situation of SD company, so that the problem of coal sales can be solved, How to develop new coal market, how to develop new customers, and how to maximize the profits of the company are the core problems of this paper. This paper takes SD Company as the research object, combines the marketing theory with the characteristics of the coal products and the present situation of the coal industry, analyzes the internal and external environment of SD Company and the current marketing situation, and finds out the shortcomings in the marketing process. SWOT matrix method is used to analyze its advantages, disadvantages, opportunities and threats. Through analysis, it is concluded that our company should make use of its own strong strength, high brand value, abundant coal resources in the region of the company, increasing transportation capacity, and supporting advanced coal washing plants. Product diversification and emphasis on scientific and technological innovation and other advantages, the coal product market segmentation, selection and positioning, and then formulate the marketing strategy of SD company, and put forward corresponding marketing strategy implementation suggestions. Based on the knowledge of marketing theory and practice of SD Company, this paper points out its deficiency in the marketing strategy of coal products, puts forward constructive marketing strategy, and provides effective guidance for the marketing of coal products of SD Company.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.21

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