Y公司煤炭产品营销策略研究

发布时间：2018-04-24 16:38

本文选题：煤炭产品 + 营销策略　；参考：《西安理工大学》2017年硕士论文

【摘要】：随着环境污染、资源储量短缺、人们对清洁能源的需求增大等问题越来越凸显,已经成为我国乃至世界性问题。基于此,我国进行产业结构升级、能源结构优化,煤炭产业不断进行深度调整。在结构性调整的引导下,我国原煤产量逐步走低,加之去库存、去产能诸多政策的影响,2016年,煤炭价格终于止跌,结束了连续4年多的煤炭市场低迷状态,企业经营状况出现改善。Y公司也迎来了良好的转机。面对现阶段煤炭市场依然存在供大于求的矛盾及煤炭行业激烈的竞争情况,尤其现今正处于营销是关键的商业社会,煤炭行业更需要营销而非单纯的销售。综上所述,本文的关键问题就是围绕解决如何运用产品营销理论,不断与时俱进的创新营销方法进行营销创新,从而实现提高企业经济效益的目的。本文对Y公司进行研究,通过广泛的市场调查,再根据公司煤炭产品的特点将产品营销理论更好地融入到Y公司的实际销售中,通过对公司实际营销运行现状和外部市场环境进行充分了解及综合分析,并运用市场营销分析工具-SWOT矩阵法研究并挖掘出公司在市场环境下的优势、劣势、机会和威胁并一一详细列出,以此为基础进一步研究公司在实际运营过程中如何利用自身的各种优势,并结合市场细分,确定Y公司的目标市场,并制定相应的营销策略,如:产品策略、渠道策略、价格策略、促销策略等,进而提出合适的实施营销策略的方案。本文利用市场营销理论,并结合Y公司煤炭产品营销实际,找出Y公司面临的营销问题,制定出相应的市场营销策略,提出实施其策略的方案,从而提高Y公司煤炭产品市场占有率,为Y公司煤炭产品营销提供借鉴和改进建议,对公司营销工作具有一定参考作用。
[Abstract]:With the environmental pollution, the shortage of resources and the increasing demand for clean energy, it has become a problem in our country and even in the world. Based on this, our country carries on the industrial structure upgrading, the energy structure optimization, the coal industry carries on the deep adjustment unceasingly. Under the guidance of structural adjustment, the output of raw coal in our country has gradually declined, coupled with the impact of many policies on destocking and production capacity, in 2016, coal prices finally stopped falling, putting an end to the depressed state of the coal market for more than four consecutive years. Business conditions have improved. Y company also ushered in a good turn. In the face of the contradiction between supply and demand in the coal market at present and the fierce competition in the coal industry, especially in the commercial society where marketing is the key, the coal industry needs more marketing than simple sales. To sum up, the key problem of this paper is how to solve the problem of how to use the theory of product marketing, constantly keep pace with the times of innovative marketing methods for marketing innovation, so as to achieve the purpose of improving the economic benefits of enterprises. This article carries on the research to the Y company, through the extensive market investigation, then according to the company's coal product characteristic, the product marketing theory will better integrate into the Y company's actual sales, Through the full understanding and comprehensive analysis of the actual marketing operation status and external market environment of the company, and using the marketing analysis tool-SWOT matrix method to study and excavate the advantages and disadvantages of the company in the market environment. Opportunities and threats are listed in detail, on the basis of which we further study how the company makes use of its various advantages in the actual operation process, and combines the market segmentation, determines the target market of Y Company, and formulates the corresponding marketing strategy. Such as: product strategy, channel strategy, price strategy, promotion strategy, and then put forward appropriate implementation of marketing strategy. Based on the marketing theory and the marketing practice of coal products in Y Company, this paper finds out the marketing problems faced by Y Company, formulates the corresponding marketing strategy, and puts forward the scheme of implementing the marketing strategy. In order to increase the market share of coal products of Y Company, and provide reference and improvement suggestions for the marketing of coal products of Y Company, it has a certain reference role for the marketing work of the company.
【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】：F274;F426.21

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