PL集团煤炭营销策略研究

发布时间：2018-03-10 17:16

本文选题：煤炭行业　切入点：营销策略　出处：《郑州大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国煤炭行业迎来大发展,尤其是近十年被称作煤炭“黄金十年”,2001年我国能源消费总量为15万吨标准煤,而到2011年这个数字涨到了31万吨,年均涨幅达10.4%,在这十年中,煤炭行业的总资产额增长了近8倍,产品销售收入增长了21倍,利润总额则增长到了103倍。按照传统惯例,煤炭行业的市场周期一般为3到5年,但自2000年以来的持续增长正见证了这“黄金十年”的盛况。近年来,国内宏观经济复苏乏力,市场需求不足、产能过剩矛盾加剧,特别是煤炭市场持续恶化,部分煤矿限产停产,2/3的煤炭企业处于亏损或盈亏边缘。种种迹象都表明“黄金十年”已经走向终结,煤炭企业面临着10年来最为严峻的挑战。 PL集团公司于1955年9月建矿,地处中原,邻近中南、华东缺煤省份,区位优势十分明显,又临近京广、焦枝两大铁路干线,煤炭外运便捷,同时煤炭资源丰富、品种齐全,煤炭生产技术成熟,这都为PL集团的发展带来了巨大的便利。但是受近年来国内宏观环境的影响,PL集团发展也面临困境,市场需求不足导致煤炭市场持续恶化。在这种情况下,如何充分发挥集团的区位和资源优势,尤其是通过制定完善的营销策略将这些优势充分发挥,在市场、资源有限的情况下如何实现集团利益的最大化,这是PL集团亟需要解决的重大课题,也是本文主要研究的方向。该论文第一部分介绍了研究的背景、方法和框架。第二部分介绍了PL集团的煤炭营销概况和环境分析,包括宏观、微观环境分析。第三部分是PL集团煤炭营销的战略选择,锁定煤炭目标市场,并运用SWOT战略分析工具,确定企业竞争、发展战略。第四部分是煤炭营销策略分析,包括定价策略、促销策略、产品策略、分销渠道策略。第五部分是营销策略的实施保障措施,包括人才保障、文化保障、信息保障、制度保障、资金保障和组织保障。第六部分做了总结并提出更多未来准备研究的问题。笔者运用研究生阶段所学的理论和方法,结合在PL集团运销公司工作的实际情况,分析论证后提出相应的营销策略。笔者认为,该论文将对PL集团的营销工作以及企业发展起到一定的指导作用,为同行业煤炭销售提供借鉴意义,并且是对所学市场营销理论的检验。
[Abstract]:Since the reform and opening up, the coal industry in our country has witnessed a great development, especially in the last decade known as the "golden decade" of coal. In 2001, the total energy consumption of our country was 150,000 tons of standard coal, but by 2011 this figure had risen to 310,000 tons. The average annual increase is 10.4%. In this decade, the total assets of the coal industry have increased nearly eightfold, the sales revenue of products has increased 21 times, and the total profits have risen to 103 times. Traditionally, the coal industry has a market cycle of three to five years. However, the sustained growth since 2000 has witnessed a golden decade. In recent years, the domestic macroeconomic recovery has been weak, market demand is insufficient, and overcapacity contradictions have intensified, especially in the coal market. Two thirds of coal companies are on the brink of losing or losing money. All signs are that the golden decade is coming to an end, and coal companies face their toughest challenges in a decade. In September 1955, PL Group Company established a mine, located in the Central Plains, adjacent to the central south, east of China, lack of coal provinces, location advantages are very obvious, but also near Beijing and Guangzhou, Jiaozhi two major railway lines, coal transport is convenient, at the same time, coal resources are rich, variety, The mature technology of coal production has brought great convenience to the development of PL Group. However, due to the influence of domestic macro environment in recent years, the development of Pl Group is also facing difficulties, and the lack of market demand leads to the continued deterioration of the coal market. How to give full play to the geographical and resource advantages of the group, especially through the development of perfect marketing strategy to give full play to these advantages, in the market, resources are limited, how to maximize the interests of the group, This is an important subject which must be solved urgently by PL Group, and is also the main research direction of this paper. The first part of this paper introduces the background, methods and framework of the research. The second part introduces the general situation of coal marketing and environmental analysis of PL Group, including macro and micro environmental analysis. The third part is the strategic choice of coal marketing of PL Group. Focus on the coal target market, and use SWOT strategic analysis tools to determine the enterprise competition, development strategy. 4th part is the coal marketing strategy analysis, including pricing strategy, promotion strategy, product strategy, The distribution channel strategy. 5th part is the marketing strategy implementation safeguard measure, including the talented person safeguard, the culture safeguard, the information safeguard, the system safeguard, Fund guarantee and organizational guarantee. Part 6th summarizes and puts forward more questions for future research. Based on the theories and methods learned in graduate school and the actual situation of working in PL Group Transportation and Marketing Company, the author puts forward the corresponding marketing strategy after analyzing and demonstrating. This paper will play a guiding role in the marketing work of PL Group and the development of enterprises, provide reference for coal sales in the same industry, and be the test of marketing theory.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.21;F274

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