HD集团煤炭营销战略研究

发布时间：2018-03-21 17:51

本文选题：煤炭　切入点：营销战略　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：煤炭行业是我国支柱性产业之一,在经历过黄金十年之后,煤炭行业进入产能过剩、价格下滑、库存高企和企业生产经营困难的下行周期。在这种市场环境下,以煤炭为主营业务的HD集团也难逃此劫,煤炭产品销路不畅,煤炭价格一路下滑,内在管理体制、机制上存在的问题日渐突出,煤炭营销管理也呈现出无法适应中国经济“新常态”的,诸如战略致胜意识不强、品牌意识薄弱、市场定位再梳理,管理范围过于分散、管理强度相对弱化、部门职能之间出现交叉以及人力资源难以优化等问题。针对以上问题,并结合HD集团煤炭营销实际,本文借助PEST、SWOT等研究方法,通过对企业内外部环境变化分析,查摆出企业的优劣势以及面临的机遇和挑战,为HD集团确定新的营销战略目标。同时,提出了品牌战略、市场发展战略、绿色发展战略等一系列煤炭营销战略措施,并通过企业文化建设、制度机制建设、人才队伍建设等措施来保障煤炭营销战略的实施,最终实现企业转型升级和有效健康持续的发展。
[Abstract]:The coal industry is one of the pillar industries in China. After a decade of gold, the coal industry has entered a downward cycle of overcapacity, falling prices, high inventories and difficult production and operation of enterprises. The HD Group, whose main business is coal, cannot escape the disaster. Coal products are not well marketed, coal prices are falling all the way, and the problems existing in the internal management system and mechanism are becoming increasingly prominent. The coal marketing management has also shown that it can not adapt to the "new normal" of the Chinese economy, such as the weak sense of winning strategy, weak brand awareness, re-combing of market positioning, too scattered scope of management, and relatively weak management intensity. In view of the above problems and the reality of coal marketing in HD Group, this paper analyzes the change of internal and external environment of enterprises by means of PEST-SWOT and other research methods. In order to find out the advantages and disadvantages of the enterprises and the opportunities and challenges faced by them, the paper determines the new marketing strategy objectives for HD Group. At the same time, it puts forward a series of coal marketing strategy measures, such as brand strategy, market development strategy, green development strategy, etc. And through the enterprise culture construction, the system mechanism construction, the talented person troop construction and so on the measure guarantees the coal marketing strategy implementation, finally realizes the enterprise transformation upgrade and the effective healthy sustainable development.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.21

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