中国水电九局有限公司营销体系优化研究

发布时间：2018-06-28 04:10

本文选题：建筑业 + 水利水电　；参考：《电子科技大学》2013年硕士论文

【摘要】：营销管理体系是全面指导公司市场营销工作的体系文件,是公司生存、持续发展和保持竞争力的首要因素,是面向市场又与企业内部联系密切的体系,其包括保障市场营销工作顺利开展的机构和部门。水利水电施工企业在经历一系列的改制和建立现代企业制度的发展阶段,随着市场竞争的不断加剧,如今根据国家相关发展政策和行业本身所处的发展阶段,必须走向多元化和国际化,业务板块逐步增多,公司从单一的施工公司向综合型公司转型。在企业转型的过程中,如何全面引入营销管理理论和战略理论,依靠先进的管理理论和组织理论,在企业内部建立以市场营销为引领,建立营销管理的主导地位,切实开展生产经营活动,按照多元化经营的要求和国际化的视野组织和配置资源,实现管理提升和转型升级,是一项关键的任务和课题。中国水电九局有限公司是伴随共和国水利水电工程施工的发展而成立和发展起来的,其发展历程是水利水电施工行业和公司发展的一个缩影。本文通过对我国建筑行业的发展现状和市场情况进行分析,结合中国水电九局有限公司的基本发展情况和面临的市场环境的分析,全面分析中国水电九局有限公司公司所处的环境,指出了中国水电九局有限公司公司的发展的必然战略选择;通过引入营销管理理论和战略理论、关系营销和整合营销理论、组织结构理论、业务流程再造理论、企业文化理论等的相关知识,全面深入分析中国水电九局有限公司营销体系的现状和存在的问题和不足,从而提出中国水电九局有限公司公司市场营销体系优化方案的总体思路;分别从组织结构优化策略、业务流程优化策略、营销组合策略上对中国水电九局有限公司公司营销体系进行了优化;营销组合策略的优化包括了营销观念的转变、营销渠道的优化、报价策略的优化、施工业绩的优化、市场促销和推广方式的优化、营销策略优化等内容;并对方案实施的各种保障措施进行了全面的分析,对方案实施后的效果进行相关指标评价。本文理论联系实际,研究所取得的成果具有普遍意义和现实意义。
[Abstract]:The marketing management system is the system document that guides the company's marketing work in an all-round way. It is the primary factor for the company to survive, develop continuously and maintain the competitive power. It is also a market-oriented system which is closely connected with the internal enterprise. It includes the organization and department that ensure the smooth development of marketing work. Water conservancy and hydropower construction enterprises are going through a series of stages of reform and the establishment of modern enterprise system. With the increasing competition in the market, the development stage of water conservancy and hydropower construction enterprises is now based on the relevant national development policies and the development stage of the industry itself. Must move towards diversification and internationalization, business plate gradually increased, the company from a single construction company to a comprehensive company transformation. In the process of enterprise transformation, how to fully introduce marketing management theory and strategic theory, rely on advanced management theory and organization theory, establish the leading position of marketing management in the enterprise. It is a key task and subject to carry out production and management activities, organize and allocate resources according to the requirements of diversified management and international vision, and realize management promotion and transformation and upgrading. China National Hydropower Nine Bureau Co., Ltd. was established and developed with the development of water conservancy and hydropower project construction in the Republic, and its development course is a microcosm of the development of water conservancy and hydropower construction industry and company. Based on the analysis of the development situation and market situation of China's construction industry, combined with the basic development situation and market environment of China National Hydropower Nine Bureau Limited Company, This paper analyzes the environment of China Hydropower Nine Bureau Co., Ltd., and points out the inevitable strategic choice for the development of China Hydropower Nine Bureau Co., Ltd., through the introduction of marketing management theory and strategic theory, relationship marketing and integrated marketing theory, The related knowledge of organization structure theory, business process reengineering theory, enterprise culture theory, etc., comprehensively and deeply analyzes the current situation, existing problems and shortcomings of the marketing system of China Nine Bureau of Hydropower and electricity Co., Ltd. Therefore, the general idea of marketing system optimization scheme of China Nine Bureau of Hydropower Corporation is put forward, respectively from the organizational structure optimization strategy, business process optimization strategy, The marketing combination strategy optimizes the marketing system of China Hydropower Nine Bureau Co., Ltd. The optimization of marketing combination strategy includes the transformation of marketing concept, the optimization of marketing channel, the optimization of quotation strategy, the optimization of construction performance, The optimization of marketing promotion and promotion mode, the optimization of marketing strategy and so on, and the comprehensive analysis of various safeguard measures for the implementation of the scheme, and the evaluation of the effect of the scheme after the implementation of the scheme. This paper combines theory with practice, the research results have universal and practical significance.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61;F426.91

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