冀中能源峰峰集团煤炭业务营销策略研究

发布时间：2018-03-17 09:21

本文选题：冀中能源峰峰集团　切入点：煤炭业务　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着国家对环境保护的重视和对节能减排的大力推进,煤炭生产企业积极响应国家的号召,奉行“环保、低碳、节能、绿色”的宗旨,并将其作为企业发展的战略目标。在生产经营过程中,严格把控,做到既提升了煤炭产品的利用率,又提高了企业的经济效益。伴随新煤炭市场的快速发展以及煤炭产品种类的日趋丰富,大批不同规模的煤炭相关企业进入到煤炭行业,一方面使得现阶段的煤炭产品市场呈现出购销两旺的景象,另一方面加剧了煤炭行业的内部竞争程度。为了扩大市场占有率,在市场竞争中始终保持竞争优势,国内外诸多煤炭产品生产商开始探索转变公司发展战略和营销策略的新途径。因此,从煤炭生产者的角度对企业营销策略进行分析和研究,并对市场营销策略中出现的问题进行系统性的研究和分析,进而为企业在新的市场形势下制定营销战略,改善营销手段提供有效的方法。对于企业的稳定生存和长远发展具有重要的理论价值和实践价值。本文以冀中能源峰峰集团作为研究对象,主要研究冀中能源峰峰集团的营销策略。首先重点分析了冀中能源峰峰集团所在市场的外部环境和内部环境的特点以及公司自身所具备的优势和劣势,其次对其营销市场、竞争对手和目标客户进行了详细的分析,并运用市场营销理论挖掘煤炭产品营销方式,最后在结合理论分析和公司现状的基础上,研究并提出适合冀中能源峰峰集团发展的煤炭营销策略方案。通过本文的研究发现,冀中能源峰峰集团的优势在于人力资源组织结构比较合理,具有较强的市场应变能力和市场探索经验,拥有一定市场知名度,生产设备先进、产品价格优势和质量保证等;劣势主要有内部管理制度执行力度不够且缺乏监督机制,此外,研发能力不足,产品多样稳定性程度不够,销售区域广管理难度大等显著问题。对此,研究提出了适合冀中能源峰峰集团的营销策略,并建议冀中能源峰峰集团可以采取产品策略、定价策略、促销策略、渠道畅通策略等提升公司营销水平,实现公司长远发展。
[Abstract]:In recent years, with the attention of the state to environmental protection and the vigorous promotion of energy conservation and emission reduction, coal production enterprises have responded positively to the call of the state and pursued the aim of "environmental protection, low carbon, energy conservation, green". And regard it as the strategic goal of enterprise development. In the process of production and operation, strictly control it, which not only improves the utilization ratio of coal products, but also improves the utilization ratio of coal products. With the rapid development of the new coal market and the increasing variety of coal products, a large number of coal-related enterprises of different sizes have entered the coal industry. On the one hand, it makes the coal product market at this stage present a scene of two prosperous purchases and sales, on the other hand, it intensifies the degree of internal competition in the coal industry. In order to expand its market share, it will always maintain its competitive advantage in the market competition. Many coal product producers at home and abroad have begun to explore new ways to change the company's development strategy and marketing strategy. Therefore, from the perspective of the coal producer, the enterprise marketing strategy is analyzed and studied. And the problems in the marketing strategy are systematically studied and analyzed, and then the marketing strategy is formulated for the enterprise under the new market situation. Improving marketing means provides effective methods. It has important theoretical and practical value for the stable survival and long-term development of enterprises. This paper takes the Jizhong Energy Fengfeng Group as the research object. This paper mainly studies the marketing strategy of Jizhong Energy Fengfeng Group. Firstly, it analyzes the characteristics of the external and internal environment of the Jizhong Energy Fengfeng Group's market, as well as the advantages and disadvantages of the company itself. Secondly, it analyzes the marketing market of Jizhong Energy Fengfeng Group. The competitors and target customers are analyzed in detail, and the marketing theory is used to excavate the marketing methods of coal products. Finally, on the basis of combining the theoretical analysis with the current situation of the company, Through the research of this paper, it is found that the advantage of Jizhong Energy Fengfeng Group lies in the reasonable organization structure of human resources, which is suitable for the development of Jizhong Energy Fengfeng Group. Has strong market adaptability and market exploration experience, has a certain market awareness, advanced production equipment, product price advantages and quality assurance; weaknesses in the internal management system implementation is insufficient and lack of supervision mechanism, in addition, The research and development ability is insufficient, the product diversity stability degree is not enough, the sales area wide management difficulty is big and so on obvious question. In view of this, the research has proposed the suitable Jizhong energy peak peak group marketing strategy, It is suggested that Jizhong Energy Fengfeng Group can adopt product strategy, pricing strategy, promotion strategy and channel unblocked strategy to promote the company's marketing level and realize the company's long-term development.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.21;F274

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