中盐湖南株洲化工集团营销战略研究

发布时间：2018-04-16 14:32

本文选题：中盐湖南株洲化工集团 + 市场地位　；参考：《湖南工业大学》2013年硕士论文

【摘要】：中盐湖南株洲化工集团是以生产和经营基本化工原料、化肥、农药及化学建材为主的国家大型企业和中南地区大型化工原料生产基地，是中国盐业总公司的第二大二级企业，拥有盐化工、硫化工、精细化工及化学建材等重点产品。该企业拥有完善的营销网络，形成了辐射国内中部、南部、东部以及西南部的销售网络，产品拥有良好的市场声誉。随着国外化工行业的进入及国内市场竞争的进一步加剧，中盐湖南株州化工集团面临着越来越激烈的市场竞争，企业要获得更好的市场发展，必须不断调整其营销战略并使之有效实施，这样才能使企业在激烈的市场竞争中立于不败之地。本文首先阐述了国内外关于营销战略及相关内容的研究现状，并对营销战略的相关理论进行阐述和分析；然后对中盐湖南株洲化工集团有限公司市场营销环境分析，在阐述该企业产品生产的特点和产品特性的基础上，分析主要产品面临的国内外市场环境，并对该企业的竞争对象进行分析，然后利用SWOT方法分析企业产品面临的困难与机遇；优势与劣势。之后对中盐湖南株洲化工集团有限公司营销战略进行分析和制定，根据营销战略制定的基本理论及企业的现状，制定企业的产品定位、价格战略、服务战略、渠道建设战略、产品促销战略和客户关系管理战略；最后，提出了中盐湖南株洲化工集团有限公司营销战略，根据企业的营销战略，针对现实中可能存在的阻力，，通过企业渠道优化、客户结构调整、营销方式转变、高素质队伍建设、考核机制完善、网络营销作用的强化、企业文化渗透及市场预警机制的建设等办法来促使营销战略的有效实施。
[Abstract]:China Salt Hunan Zhuzhou Chemical Group is a large national enterprise that produces and manages basic chemical raw materials, chemical fertilizers, pesticides and chemical building materials, and a large chemical raw material production base in the central and southern regions. It is the second largest second-class enterprise of the China Salt Industry Corporation.Has salt chemical industry, sulfur chemical industry, fine chemical industry and chemical building materials and other key products.The company has a sound marketing network, forming the radiation of the central, southern, eastern and southwest of the sales network, the products have a good reputation in the market.With the entry of foreign chemical industry and the further aggravation of domestic market competition, Zhongyan Hunan Zhuzhou Chemical Group is facing more and more fierce market competition, enterprises want to obtain better market development.We must constantly adjust its marketing strategy and make it carry out effectively, so that the enterprise can be in an invincible position in the fierce market competition.In this paper, the current situation of research on marketing strategy and related contents at home and abroad, and the related theories of marketing strategy are expounded and analyzed, and then the marketing environment of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd is analyzed.Based on the analysis of the characteristics of the product production and the characteristics of the products, the paper analyzes the domestic and international market environment of the main products, and analyzes the competitive object of the enterprise, and then uses SWOT method to analyze the difficulties and opportunities faced by the enterprise products.Strengths and weaknessesThen it analyzes and formulates the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. According to the basic theory of marketing strategy and the current situation of the enterprise, it formulates the product orientation, price strategy, service strategy, channel construction strategy of the enterprise.Product promotion strategy and customer relationship management strategy. Finally, the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. is put forward. According to the marketing strategy of the enterprise, it can be optimized through the enterprise channel in view of the possible resistance in reality.In order to promote the effective implementation of marketing strategy, the adjustment of customer structure, the change of marketing mode, the construction of high quality team, the perfection of examination mechanism, the strengthening of network marketing function, the penetration of enterprise culture and the construction of market warning mechanism are all the ways to promote the effective implementation of marketing strategy.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.722

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