宁夏银星煤业有限公司营销策略研究

发布时间：2018-05-05 03:02

本文选题：营销策略 + 煤炭营销　；参考：《宁夏大学》2017年硕士论文

【摘要】：我国是一个“富煤、贫油、少气”的国家,煤炭储量丰富,可供利用的煤炭储量约占世界的11.67%,位居世界第三。从2015年开始,我国煤炭的生产和消费出现了“负增长”,煤炭在能源结构的比重虽有所下降,但2015年仍占有64%的比重,而且短时间内难以改变。在经济增速放缓,产业结构调整的背景下,作为基础能源的煤炭行业面临着巨大的挑战。面对经济下行压力,煤炭行业的下游企业如电力、钢材、建材、化工等也是步履维艰,致使煤炭需求量萎缩,加之近几年,煤炭产能释放过快,造成煤炭供过于求的格局。除此之外,在低价进口煤炭的进入、风力光伏等清洁能源的广泛应用、国家环保政策日趋严厉等因素的影响下,煤炭价格不断走低,煤炭市场持续低迷,煤企大部分亏损,生产经营面临极大的困难。2016年宁夏煤炭产量约6800万吨,比上一年度减少1100万吨;据悉,煤电行业占宁夏全区工业的40%左右,以高耗能为特点的原材料工业占比达35%,煤电行业的稳定运行对宁夏工业发展至关重要,随着神华宁煤集团400万吨煤制油、外送电项目投产,预计2017年宁夏煤炭缺口2500万吨左右,宁夏将由煤炭输出省份变成输入省份。宁夏银星煤业有限公司是一家大型国有煤炭企业,在日趋严峻的煤炭市场背景下,公司存在着许多营销问题和困难。本文将以宁夏银星煤业有限公司为研究对象,运用营销理论和分析工具,为该公司提出适合自身的营销策略。将通过对宁夏银星煤业有限公司面临的宏观环境、产业环境、内外部环境、企业自身的生产经营情况、营销现状进行分析,寻找企业存在的营销问题和困难。以市场营销理论为指导,综合运用SWOT分析模型、PESTLE模型、波特五力模型、STP营销理论、4P理论,提出适合宁夏银星煤业有限公司的营销策略,使得企业在激烈的市场竞争中生存和发展。
[Abstract]:China is a country rich in coal, poor oil and less gas. The coal reserves are abundant, and the reserves of coal are about 11.67% of the world and the third in the world. Since 2015, the production and consumption of coal in China have been "negative growth", while the proportion of coal in the energy structure has declined, but in 2015 it still occupies 64% of the proportion, and short in 2015. In the context of the slowdown in economic growth and the adjustment of the industrial structure, the coal industry, which is a basic energy source, faces great challenges. Facing the downward pressure of the economy, the downstream enterprises of the coal industry, such as electricity, steel, building materials, chemical industry, are also struggling, resulting in the shrinkage of coal demand. In addition, in recent years, coal production capacity is released. In addition, in addition to the pattern of oversupply of coal, in addition to the import of coal, the wide application of clean energy such as wind power, the increasingly severe environmental policies and other factors, coal prices continue to decline, the coal market continues to be depressed, coal enterprises have a large part of the loss, production and operation are facing great difficulties in the.2016 year of Ningxia. Coal production is about 68 million tons, 11 million tons less than the previous year. It is reported that coal and electricity industry accounts for about 40% of the industry in the whole area of Ningxia. The raw material industry with high energy consumption is accounted for 35%. The stable operation of coal and electricity industry is very important to the development of Ningxia industry. With the Shenhua Ning Coal Group 4 million tons of coal oil, the project is put into production and is expected to be 2017 In, the coal gap in Ningxia is about 25 million tons, and Ningxia will be transformed from coal export province into an input province. Ningxia Silver Star Coal Industry Co., Ltd. is a large state-owned coal enterprise. Under the increasingly severe coal market background, the company has many marketing problems and difficulties. This paper will take Ningxia Silver Coal Industry Co., Ltd. as the research object and use it as the research object. The marketing theory and analysis tool will put forward the marketing strategy for the company. Through the analysis of the macro environment, the industrial environment, the internal and external environment, the enterprise's own production and operation situation, the marketing situation, and the marketing problems, the marketing theory will be guided by the marketing theory of Ningxia Silver Star Coal Limited company. By using SWOT analysis model, PESTLE model, Potter five force model, STP marketing theory and 4P theory, the marketing strategy suitable for Ningxia Silver Star Coal Industry Co., Ltd. is put forward, which makes the enterprises survive and develop in the fierce market competition.

【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.21;F274

【参考文献】