山西X煤炭集团营销策略研究

发布时间：2018-02-10 21:18

本文关键词： 煤炭企业山西X煤炭集团 4PS营销组合 “互联网+” 关系营销　出处：《天津商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：对于传统煤炭产业来说,面临着目前行业产能过剩、市场竞争不足等问题,因此各煤炭企业必须在确保老客户不丢失的基础上,尽量多的争取新客户,才能实现企业的持续发展。而要实现这一目的,就必须建立科学的市场营销策略,以指导企业的营销实践,以通过研究达到帮助煤炭企业提升营销能力,增强企业竞争力的目的。本文旨在根据对煤炭产业整体发展环境分析的基础上,以山西X煤炭集团为实际研究对象,通过实地访谈等研究方法,发现山西X煤炭集团目前存在的营销问题,并以相应的营销理论为指导,针对问题提出具体的营销策略。论文首先对国内外研究现状进行了综述分析,特别是对煤炭企业的市场营销策略的研究现状作出了详细的列举,并指出了文章的研究方法与创新之处;文章第二部分对市场营销的相关概念及理论进行了阐述,特别提出了互联网营销理念与4ps营销组合策略;文章第三部分针对我国整体煤炭产业的发展环境进行了分析,特别指出了政策的变动以及技术的发展对煤炭行业的影响所在,并为后文对山西X煤炭集团的发展环境分析提供了借鉴;文章的第四部分则在此基础上,首先客观分析了山西X煤炭集团的营销现状,其次则应用了实地调研访谈的方法对该集团内部存在的营销问题从产品、价格、渠道和促销四个方面进行了分析,包括其在市场营销过程中产品组合供给能力不足、不同客户差异化定价不足、煤炭产品营销渠道整合力度不足,关心营销理念不足导致与客户沟通不足等。文章第五部分针对上述问题提出了山西X煤炭集团营销组合策略。从产品方面来讲,应针对客户需求及当前形势优化产品组合,强化煤炭品种优势,开发气精煤、洁净型煤并延伸产业链,加强产品质量管理。从价格方面来讲,集团需要针对不同客户制定差异化的价格方案,对用户进行分类价格管理,明确在不同市场情况下的价格操作方案,对价格策略进行综合管理。从营销渠道来讲,集团需要借鉴神华模式,发展B2B平台,实现线上线下业务的无缝链接,运用“互联网+”提高用户购买的便利性,并构建绿色物流体系。从促销策略来讲,山西X煤炭集团需要提升销售管理人员素质,借助关系营销理念,加强与客户交流并优化公共关系。此外,集团还要注重提升自身的服务营销质量,并强化营销管理组织保障。论文最终得出结论:山西X煤炭集团必须在当前的“互联网+”、“一带一路”、“三期叠加”等宏观政策的导向下,综合运用营销组合相关理论,通过结合目前煤炭市场化进程的趋势,明确自身的营销问题所在,分析自身的内部薄弱环节,严格实施符合自身特点的4PS策略。唯有如此,山西X煤炭集团才能在激烈的市场竞争中保持竞争优势,并能够持续、健康发展。
[Abstract]:For the traditional coal industry, it faces the problems of overcapacity and insufficient market competition in the current industry. Therefore, coal enterprises must strive for as many new customers as possible on the basis of ensuring that their old customers are not lost. In order to realize the sustainable development of the enterprise, it is necessary to establish scientific marketing strategy to guide the marketing practice of the enterprise, and to help the coal enterprise to enhance the marketing ability through the research. Based on the analysis of the overall development environment of the coal industry, this paper takes Shanxi X Coal Group as the actual research object, through field interviews and other research methods, This paper finds out the marketing problems existing in Shanxi X Coal Group, and puts forward specific marketing strategies under the guidance of the corresponding marketing theory. Firstly, this paper summarizes and analyzes the current research situation at home and abroad. In particular, the research status of marketing strategy of coal enterprises is listed in detail, and the research methods and innovations of the article are pointed out. The second part of the article describes the related concepts and theories of marketing. In the third part, the author analyzes the development environment of the whole coal industry in China, especially points out the change of policy and the influence of the development of technology on the coal industry. It also provides a reference for the analysis of the development environment of Shanxi X Coal Group. The 4th part of the article is based on the analysis of the marketing situation of Shanxi X Coal Group. Secondly, the paper applies the method of field investigation and interview to analyze the marketing problems existing in the group from four aspects: product, price, channel and promotion, including the insufficient supply capacity of product combination in the marketing process. The differential pricing of different customers is insufficient, and the integration of marketing channels of coal products is insufficient. The article 5th puts forward the marketing combination strategy of Shanxi X Coal Group aiming at the above problems. From the product aspect, we should optimize the product mix according to the customer's demand and current situation. Strengthen the superiority of coal varieties, develop clean briquette and extend industrial chain, strengthen product quality management. In terms of price, the group needs to formulate differentiated price schemes for different customers, and to manage the prices of customers according to classification. Make clear the price operation plan under different market conditions, carry on the comprehensive management to the price strategy. From the marketing channel, the group needs to draw lessons from Shenhua mode, develop B2B platform, realize the seamless link between online and offline business, The use of "Internet" to improve the convenience of users to purchase, and to build a green logistics system. From the promotion strategy, Shanxi X Coal Group needs to improve the quality of sales managers, with the help of the concept of relational marketing. Enhance communication with customers and optimize public relations. In addition, the group should focus on improving its service marketing quality. Finally, the paper draws a conclusion that Shanxi X Coal Group must apply the relevant theories of marketing mix under the guidance of current macro policies such as Internet, Belt and Road and three phases superposition. According to the current trend of coal marketization, this paper clarifies its marketing problems, analyzes its internal weak links, and strictly implements the 4PS strategy according to its own characteristics. Only in the fierce market competition can Shanxi X Coal Group maintain its competitive advantage and develop continuously and healthily.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.21

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