基于建设供应链的中铁九局市场营销策略研究

发布时间：2018-03-21 21:43

本文选题：建设供应链　切入点：中铁九局　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,建筑业的市场竞争越来越激烈,仅仅依靠旧的传统的市场营销理念已经很难适应时代的发展,也很难满足企业自身发展的需要,因为任何一个建筑企业不可能在较短的时间里便具备所有市场竞争的资源,如何整合企业内外资源进而能够联合起来显得尤为重要,而供应链管理可以解决这一问题,将企业间的竞争变成供应链间的竞争,将原来市场营销中看中业务量的增长变成看中质量的管理,将以降低成本为营销目标变成提高客户忠诚度和更多开拓业务。本文就是根据企业发展和创新的需要,将建设供应链这一理念引进到建筑企业市场营销中去,以中铁九局这家建筑施工企业为例,对其进行深入研究,具体有以下几个方面。一是研究建设供应链和建设供应链管理的含义及其相关理论。在充分了解国内外现状的前提下,提出建设供应链的相关理论,在以建设供应链理论为指导的基础下,指出在建设营销链管理中,成本、关系、服务、品牌这四个要素是建筑市场营销组合策略中最重要的要素,为下文的研究打下基础。二是结合中铁九局,提出了具体的基于建设供应链的市场营销策略。主要还是依据上面已经提出的四大要素,并结合供应链管理和市场营销相关的基本理论,最后提出了基于建设供应链的四种营销策略,即成本营销策略、关系营销策略、服务营销策略、品牌营销策略。三是本文以中铁九局这个建筑施工企业为例进行深入研究,对中铁九局市场营销现状和存在的问题进行分析,运用建设供应链相关理论,最终提出基于建设供应链的市场营销策略,并指出其保障和措施。本文通过一系列的研究,最终找出基于建设供应链的中铁九局市场营销策略,以及措施和保障的相关内容。可见,在建筑企业市场竞争激烈的环境下,中铁九局的经营发展不但要结合自身内部的实际情况,还要考虑到它外部的经济发展环境,来及时的进行调整和优化,只有这样才能使其市场营销策略更为有效,进而促进自身快速地发展。希望通过本文的研究,能够对中铁九局未来的市场营销策略具有一定的指导意义,也希望能够对国内其他与中铁九局情况相似的建筑施工企业有一定的借鉴参考价值。
[Abstract]:In recent years, the market competition of the construction industry has become more and more fierce. It is difficult to adapt to the development of the times and to meet the needs of the enterprises' own development only by relying on the old traditional marketing concepts. Because any construction enterprise can not have all the resources of market competition in a short time, it is very important to integrate the internal and external resources of the enterprise, and supply chain management can solve this problem. The competition among enterprises becomes the competition between supply chains, the growth of business volume in marketing becomes the management of quality, and the aim of reducing cost becomes to improve customer loyalty and develop more business. According to the needs of enterprise development and innovation, this paper introduces the concept of construction supply chain into the marketing of construction enterprises. Taking the construction enterprise of China Railway Nine Bureau as an example, this paper makes a thorough study on it, which has the following aspects. The first is to study the meaning and related theories of construction supply chain and construction supply chain management. On the premise of fully understanding the present situation at home and abroad, this paper puts forward the relevant theory of construction supply chain, which is guided by the theory of construction supply chain. It is pointed out that cost, relationship, service and brand are the most important elements in the construction marketing chain management, which will lay the foundation for the following research. The second is to put forward a specific marketing strategy based on the construction supply chain combined with the China Railway Nine Bureau. It is mainly based on the four elements mentioned above and the basic theories related to supply chain management and marketing. Finally, four marketing strategies based on the construction of supply chain are put forward, that is, cost marketing strategy, relationship marketing strategy, service marketing strategy and brand marketing strategy. Third, this article takes the China Railway Nine Bureau as an example to carry on the thorough research, carries on the analysis to the China Railway Kowloon Bureau marketing present situation and the existence question, uses the construction supply chain correlation theory, Finally, the marketing strategy based on construction supply chain is put forward, and its guarantee and measures are pointed out. Through a series of studies, this paper finally finds out the marketing strategy of the China Railway Nine Bureau based on the construction supply chain, as well as the relevant contents of the measures and guarantees. The operation and development of the China Railway Kowloon Bureau should not only take into account the actual situation within itself, but also take into account its external economic development environment to adjust and optimize in a timely manner. Only in this way can its marketing strategy be made more effective. Through the research of this paper, I hope it will have certain guiding significance to the future marketing strategy of the China Railway Kowloon Bureau. It is also hoped that it can be used for reference by other construction enterprises similar to China Railway Nine Bureau.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.92

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