新疆今日建筑工程有限公司营销策略研究

发布时间：2018-04-20 17:42

本文选题：火电工程建筑 + 营销定位　；参考：《西安理工大学》2017年硕士论文

【摘要】：随着国际国内经济增长速度变缓,国家工业生产对电力需求明显变少,电建行业作为伴随经济发展的特殊建筑业,行业环境直接受到波及。电建行业中火电工程建筑较风电工程与水电工程所受影响最大。在国内政策方面,供给侧改革提出的去产能的需要及前段时间煤价的暴涨,对火力发电行业产生了直接影响,进而对火力发电建筑行业产生了影响。但同时,随着“一带一路”战略目标的推进,又为国内火电工程建筑行业带来了新的发展机遇。在宏观和中观环境发生巨大变化的今天,对国内火电工程建筑企业的营销策略不断提出新的要求。本文以新疆今日建筑工程有限公司为研究对象,通过对公司具体营业情况的调查和管理层访谈,对新疆今日建筑工程有限公司当前的营销现状进行了分析,总结出了公司当前营销方面存在的问题。首先,本文基于传统营销学理论,从宏观环境和微观环境的视角,研究新疆今日建筑工程有限公司所面对的市场环境和企业自身的发展状况,并运用SWOT模型,结合之前的环境分析,梳理出新疆今日建筑工程有限公司发展中的机会、威胁、优势和劣势。在此基础上,研究火电工程建筑的企业细分市场,根据新疆今日建筑工程有限公司的特点和优势,确定目标市场,进行市场定位。最终,本文根据之前的各项分析,重点制定了新疆今日建筑工程有限公司的4P策略,并提出了切实有效的实施建议。本文通过新疆今日建筑工程有限公司的营销环境分析,运用STP分析,通过市场细分结合企业产品特点合理选择出了企业的目标市场,依据企业的市场定位制定了营销策略,并且提出了有效的实施建议,对公司未来营销水平的提高具有一定参考价值,也对其他企业火电工程建筑在现有环境中的发展有一定的参考价值。
[Abstract]:With the slowdown of the international and domestic economic growth, the demand for electricity in national industrial production is obviously reduced. As a special construction industry with economic development, the industry environment is directly affected. Thermal power construction is more affected than wind and hydropower projects in power construction industry. In the aspect of domestic policy, the demand of deproduction capacity put forward by supply-side reform and the sharp rise of coal price in a period of time have a direct impact on the thermal power industry, and then have an impact on the thermal power construction industry. But at the same time, with the promotion of Belt and Road's strategic goal, it brings new development opportunities for domestic thermal power engineering construction industry. With the great changes of macro and meso environment, new requirements are put forward for the marketing strategy of domestic thermal power engineering construction enterprises. This paper takes Xinjiang Today Construction Engineering Co., Ltd as the research object, analyzes the current marketing situation of Xinjiang Today Construction Engineering Co., Ltd through the investigation of the company's specific business situation and management interviews. Summed up the company's current marketing problems. First of all, based on the traditional marketing theory, from the perspective of macro and micro environment, this paper studies the market environment faced by Xinjiang Construction Engineering Co., Ltd and the development of the enterprise itself, and applies the SWOT model. Combined with the previous environmental analysis, this paper combs out the opportunities, threats, strengths and weaknesses in the development of Xinjiang Today Construction Engineering Co., Ltd. On this basis, the enterprise subdivision market of thermal power engineering construction is studied. According to the characteristics and advantages of Xinjiang Today Construction Engineering Co., Ltd, the target market is determined and the market positioning is carried out. Finally, according to the previous analysis, this paper mainly formulates the 4P strategy of Xinjiang Today Construction Engineering Co., Ltd, and puts forward some practical and effective suggestions. Based on the analysis of the marketing environment of Xinjiang Today Construction Engineering Co., Ltd. And the STP analysis, this paper reasonably selects the target market of the enterprise by combining the market segmentation with the characteristics of the enterprise products, and formulates the marketing strategy according to the market position of the enterprise. And put forward the effective implementation suggestion, which has certain reference value to the company's future marketing level enhancement, but also has certain reference value to the other enterprise thermal power engineering construction development in the existing environment.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F274

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