HJ公司含氰化物铁精粉云南市场营销项目管理研究

发布时间：2018-04-04 02:34

本文选题：氰化物　切入点：铁精粉　出处：《昆明理工大学》2015年硕士论文

【摘要】：这几年我国的宏观经济由高增长,转变为“稳增长,调结构,促改革”的稳中求进的经济策略上,这样就使资源型生产企业必需不断更新经营理念,转变营销策略,应对未来市场的激烈竞争。本文将项目管理的思想和方法应用于HJ公司的含氰化物铁精粉的营销活动管理的实践研究,本文通过对HJ公司铁精粉的市场营销活动特点的分析,将HJ公司含氰化物铁精粉的市场营销活动当作一个项目进行管理的过程,包括营销项目的计划、组织、实施和终止等一系列的管理过程。最后指出了对企业市场营销活动进行项目化管理对于企业的作用。主要通过使用项目管理的理论及PEST分析法、SWOT分析法对HJ公司含氰化物的铁精粉的市场营销的宏观环境和营销战略环境进行分析,得出宏观环境对铁精粉的营销的影响,HJ公司的铁精粉项目自身的缺陷及目前的在云南市场地位及优劣势、机会和威胁的情况,从而更好从自身出发,制定项目的营销策略。运用营销战略理论对HJ公司的含氰化物铁精粉项目的营销制定战略、组织和实施。首先,进行市场细分、明确目标市场和公司进行市场定位；其次,.提出4P改进策略,实施并完成自身的4P改进和优化目标,利用套期保值确保锁定利润；再次,提出支持营销策略的实施计划。通过市场营销的项目化管理,实现营销观念的转变,促进企业的内部管理水平和文化的提升,扩大贸易范围,扩宽贸易渠道,面向东南亚,力争在当前激烈竞争的云南市场环境中,保持HJ公司自身稳健持续增长,最终着力逐步改善该HJ公司的核心竞争力。本文将“项目管理”的思想引入到市场营销活动之中,试图将整个营销管理过程项目化,使管理工作具体化和具备较强的可操作性,从而达到营销的战略目的。
[Abstract]:In recent years, the macro economy of our country has changed from a high growth rate to a stable economic strategy of "steady growth, adjusting the structure and promoting reform." in this way, the resource-based production enterprises must constantly update their management concepts and change their marketing strategies.To cope with the fierce competition in the future market.In this paper, the idea and method of project management are applied to the practical research of marketing activity management of HJ company's iron powder containing cyanide, and the characteristics of marketing activity of HJ company's iron essence powder are analyzed in this paper.The marketing activities of HJ company containing cyanide ferrite powder are treated as a project management process, including a series of management processes, such as marketing project planning, organizing, implementing and terminating.Finally, it points out the effect of project management on enterprise marketing activities.By using the theory of project management and the PEST analysis method, this paper analyzes the macro environment and marketing strategy environment of the iron powder containing cyanide in HJ Company.The influence of macroscopical environment on the marketing of iron powder is obtained. The defects of iron powder project of HJ company and the situation of its market position, advantages and disadvantages, opportunities and threats in Yunnan at present are obtained, so that the marketing strategy of the project can be formulated better from the point of view of itself.The marketing strategy, organization and implementation of HJ Company's cyanide iron powder project are formulated by marketing strategy theory.First, market segmentation, clear target market and company market positioning; second.The 4p improvement strategy is put forward, the 4P improvement and optimization target is implemented and completed, and the profit is guaranteed by hedging. Thirdly, the implementation plan to support the marketing strategy is put forward.Through the project management of marketing, we can realize the change of marketing concept, promote the improvement of internal management level and culture of enterprises, expand the scope of trade, widen trade channels, and face Southeast Asia.In the current fierce competition in Yunnan market environment, to maintain the steady and sustained growth of HJ company itself, and ultimately focus on gradually improving the core competitiveness of the HJ company.In this paper, the idea of "project management" is introduced into the marketing activities, trying to make the whole marketing management process project, so that the management work is specific and has strong maneuverability, so as to achieve the strategic purpose of marketing.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.7

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