联合重组后浙江NF水泥营销战略研究

发布时间：2018-01-29 17:48

本文关键词： 联合重组 NF水泥水泥营销现状改进策略　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：水泥是一种粉末状水硬性无机胶凝材料,作为建材产品中的一种,在国民经济建设中的重要不可取代。到目前为止,人类还没有发现和研制出可以取代水泥的替代产品,可想而知,水泥在建设中的重要性和战略地位。2013年全国水泥的实际产能已达32.9亿吨,产能富余程度超过30%,全国水泥需求量近24亿吨,供大于求,产能严重过剩,市场过度竞争,行业利润水平偏低。水泥行业是严重过剩的传统行业,市场过度竞争,水泥产品又是高度同质化的产品,水泥行业经过2007年之后的大规模的联合重组之后,市场逐渐进入相对健康合理的发展轨道。随着价格、促销政策等营销策略的同质化,营销战略的研究成为营销发展的优先策略。论文以浙江NF水泥有限公司为研究对象,进行了大量的调研与资料收集工作,深入了解浙江NF水泥有限公司营销战略的建设现状,并对调查结果进行客观分析,通过总结浙江NF水泥有限公司在近几年营销战略建设工作中存在的问题。论文基于公司所处的内外部经营环境、区域市场特点以及公司自身存在的不足,探索解决营销战略建设工作的方法和思路。通过研究认为加强浙江NF水泥有限公司的营销战略研究必须建立总部市场协调机制,确定内部各交叉市场的主管区域公司,同时加强营销管理人员队伍建设,注重地域差异,优化营销战略设计,增值服务和支持,促进经销商转型与提升,并完善渠道和经销商的管理,注重客户服务体系和物流配送体系的建设,最终打造一个健全的浙江NF水泥有限公司的营销战略。通过对浙江NF水泥有限公司营销战略的研究,力求使浙江NF水泥有限公司公司在日益激烈的市场竞争中,逐步形成竞争优势,获得持久的发展动力,同时对行业相关企业的营销战略建设也将产生借鉴作用。
[Abstract]:Cement is a kind of powdered hydro inorganic cementing material. As a kind of building materials, it is important and irreplaceable in the national economic construction. So far. Human beings have not found and developed alternative products that can replace cement. It can be imagined that cement plays an important and strategic role in construction. In 2013, the actual capacity of cement in China has reached 3.29 billion tons. The surplus of production capacity is more than 30%, the national cement demand is nearly 2.4 billion tons, the supply exceeds the demand, the overcapacity is serious, the market is excessively competitive, the industry profit level is on the low side, the cement industry is the serious surplus traditional industry. Excessive competition in the market, cement products are highly homogeneous products, cement industry after 2007 after the large-scale joint restructuring, the market gradually entered a relatively healthy and reasonable development track. With the price. Sales promotion policy and other marketing strategies homogenization, marketing strategy research has become the priority strategy of marketing development. This paper takes Zhejiang NF cement Co., Ltd. as the research object, carried out a lot of research and data collection. Deeply understand the construction of marketing strategy of Zhejiang NF cement Co., Ltd., and objectively analyze the results of the investigation. Through summing up the problems of Zhejiang NF cement Co., Ltd in the construction of marketing strategy in recent years. Based on the company's internal and external business environment, regional market characteristics and the company's own shortcomings. Through the research, the author thinks that it is necessary to establish the headquarters market coordination mechanism to strengthen the marketing strategy research of Zhejiang NF cement Co., Ltd. At the same time, strengthen the construction of marketing managers, pay attention to regional differences, optimize the design of marketing strategy, value-added services and support, promote the transformation and promotion of dealers. And improve the management of channels and distributors, and pay attention to the construction of customer service system and logistics distribution system. Finally, to create a sound marketing strategy of Zhejiang NF cement Co., Ltd. Through the study of marketing strategy of Zhejiang NF cement Co., Ltd. Strive to make Zhejiang NF cement Co., Ltd. in the increasingly fierce market competition, gradually form a competitive advantage, to obtain a lasting development momentum. At the same time, the marketing strategy construction of industry-related enterprises will also be used for reference.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.71;F274

【参考文献】