福建金龙稀土有限公司营销策略研究
发布时间：2018-08-23 09:48
【摘要】：2016年10月,国家工业和信息化部关于印发稀土行业发展规划(2016-2020年)工信部规[2016]319号,这意味着中国稀土产业的前景非常乐观。随着人们生活水平的提高和社会经济的快速发展,人们需求的提升,提高了稀土市场的供应需求。虽然全球稀土市场中国产稀土的市场占有率达到惊人的90%以上,但是环境的破坏、初级加工落后的生产、人力成本上涨、出口配额限制等因素影响,使得稀土企业的市场面临市场环境日趋复杂。企业只有适应现在的市场需求,提供适应企业的市场营销策略,才能在激烈的全球竞争市场中取得先机。否则随着国内行业竞争的加剧、出口难度的提高、人力资源成本的不断上涨、原材料市场的资源枯竭将让企业在市场中面临严峻的考验。当前社会中,企业的销售模式都要创新,传统的销售模式已经面临淘汰,中国稀土企业的发展同样面临着严峻的考验,改革创新已经是刻不容缓。论文以福建金龙稀土公司为研究对象,通过对本公司现行营销方式的研究,分析当前的环境因素以及本公司经营管理存在的缺陷问题,针对国内稀土的实际情况结合市场营销的相关理论,拟定金龙稀土的营销策略,建立对应的营销中心及实施细则。论文认为,健全企业管理机制,优化企业,提升企业的品牌文化,构建以客人为中心的服务体系,提升企业的竞争能力,是企业可持续发展的首要问题。建立完善的营销中心,是当前企业开拓市场的先决条件。本文主要研究了国内传统企业中改革发展中所存在的一些问题,并对这些问题进行讨论解决。为我国的稀土行业日后的发展提供了比较有价值的参考。
[Abstract]:In October 2016, the Ministry of Industry and Information Technology issued guidelines [2016] 319 of the Ministry of Industry and Information Technology on the development plan for the rare earth industry (2016-2020), which means that the future of China's rare earth industry is very optimistic. With the improvement of people's living standard and the rapid development of social economy and the improvement of people's demand, the supply demand of rare earth market has been increased. Although the market share of Chinese rare earths in the global rare earths market has reached an astonishing 90%, environmental damage, backward production in primary processing, rising labor costs, export quota restrictions, and other factors affect it. Make the market of rare earth enterprise face market environment day by day complex. Only by adapting to the current market demand and providing the marketing strategy of the enterprise, can the enterprise obtain the first chance in the fierce global competition market. Otherwise, with the aggravation of the domestic industry competition, the increase of export difficulty, the rising of human resource cost, the resource depletion of raw material market will make enterprises face a severe test in the market. In the current society, the sales mode of enterprises should be innovated, the traditional sales model has been eliminated, and the development of rare earth enterprises in China is also facing a severe test, so it is urgent to reform and innovate. This paper takes Fujian Jinlong rare Earth Company as the research object, through the research of the company's current marketing methods, analyzes the current environmental factors and the defects of the company's management. According to the actual situation of rare earths in China and the relevant theories of marketing, the marketing strategy of Jinlong rare earth is drawn up, and the corresponding marketing center and implementation rules are established. The paper holds that it is the most important problem for the sustainable development of an enterprise to perfect the enterprise management mechanism, optimize the enterprise, promote the brand culture of the enterprise, construct the service system centered on the guest, and enhance the competition ability of the enterprise. The establishment of a sound marketing center is a prerequisite for the current enterprise to open up the market. This paper mainly studies some problems existing in the reform and development of domestic traditional enterprises, and discusses and resolves these problems. It provides valuable reference for the future development of rare earth industry in China.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426
本文编号：2198677
[Abstract]:In October 2016, the Ministry of Industry and Information Technology issued guidelines [2016] 319 of the Ministry of Industry and Information Technology on the development plan for the rare earth industry (2016-2020), which means that the future of China's rare earth industry is very optimistic. With the improvement of people's living standard and the rapid development of social economy and the improvement of people's demand, the supply demand of rare earth market has been increased. Although the market share of Chinese rare earths in the global rare earths market has reached an astonishing 90%, environmental damage, backward production in primary processing, rising labor costs, export quota restrictions, and other factors affect it. Make the market of rare earth enterprise face market environment day by day complex. Only by adapting to the current market demand and providing the marketing strategy of the enterprise, can the enterprise obtain the first chance in the fierce global competition market. Otherwise, with the aggravation of the domestic industry competition, the increase of export difficulty, the rising of human resource cost, the resource depletion of raw material market will make enterprises face a severe test in the market. In the current society, the sales mode of enterprises should be innovated, the traditional sales model has been eliminated, and the development of rare earth enterprises in China is also facing a severe test, so it is urgent to reform and innovate. This paper takes Fujian Jinlong rare Earth Company as the research object, through the research of the company's current marketing methods, analyzes the current environmental factors and the defects of the company's management. According to the actual situation of rare earths in China and the relevant theories of marketing, the marketing strategy of Jinlong rare earth is drawn up, and the corresponding marketing center and implementation rules are established. The paper holds that it is the most important problem for the sustainable development of an enterprise to perfect the enterprise management mechanism, optimize the enterprise, promote the brand culture of the enterprise, construct the service system centered on the guest, and enhance the competition ability of the enterprise. The establishment of a sound marketing center is a prerequisite for the current enterprise to open up the market. This paper mainly studies some problems existing in the reform and development of domestic traditional enterprises, and discusses and resolves these problems. It provides valuable reference for the future development of rare earth industry in China.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426
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