中铁某局营销战略管理研究

发布时间：2018-05-18 13:58

本文选题：营销战略 + 战略管理　；参考：《西南交通大学》2017年硕士论文

【摘要】："十三五"时期,经济发展进入新常态,在市场化的大背景下,国有企业急需转型升级。伴随着亚投行的成立,"一带一路"战略的实施,建筑市场在不断扩大。建筑企业的不断增加,建筑市场的完全竞争态势已开始显现,国有建筑企业要想在竞争中脱颖而出,必须进行改革创新。而在新一轮改革创新中,企业应将营销战略作为企业发展战略的重点来研究。国有建筑企业单靠施工管理已不能满足企业的发展需要,还应通过营销来扩大市场份额。企业必须通过不断创新企业战略来适应建筑市场环境的改变,建立新时期、新发展下的营销战略可以使企业在建筑市场上占有一席之地。本文以中铁某局为研究对象,对中铁某局所处的宏观环境和行业环境以及企业的营销环境进行了深入分析,使得企业发展定位更加清晰。结合企业营销发展现状和营销过程中碰到的新问题,提出企业今后的营销战略发展方向,即向区域化、国际化市场进军,确保企业转型升级能够取得成功,同时营销战略的成功实施将带来企业核心竞争力和管理水平的提升。运用SWOT分析对中铁某局的外部因素和内部能力进行分析阐述得出今后企业的营销战略,利用矩阵模型的两两结合分析使得企业的营销发展方向更加明确。以SWOT分析设计出适用于企业自身的营销战略,以其在湖北省内进行稳步营销的发展基础上,逐步过渡到各省区重点项目和新兴建筑产业的经营上,等到企业在全国范围内站稳市场后,借着国家"一带一路"的政策向国际建筑市场进军。通过营销战略分析和实施保障的阐述,分析出中铁某局在营销战略实施过程中的目标市场、区域市场、市场关系发展等方面应采取的营销策略和措施,应注意的重点和难点,同时还阐明了营销战略管理对企业总体战略发展的支撑作用。最后提出以加强"168"经营体系、营销机制、投资机制、市场开拓机制作为营销战略实施的保障,确保营销战略能顺利实施。通过本文的营销战略管理分析提出了中铁某局的发展战略,强调了营销管理的重要性,中铁某局应利用自身资源做好营销战略管理,从而有利于企业在市场上不断发展壮大。中铁某局应通过进入各区域市场不断扩大市场份额,利用现有项目管理模式和新项目管理模式交替发展,以适应建筑市场的发展。通过发展中铁某局的核心竞争力,重视企业的创新发展,使企业成功转型升级,在市场竞争中立于不败之地。
[Abstract]:During the 13th Five-Year Plan period, economic development entered the new normal. Under the background of marketization, state-owned enterprises are in urgent need of transformation and upgrading. With the establishment of the AIIB, the construction market is expanding with the implementation of Belt and Road strategy. With the continuous increase of construction enterprises, the situation of complete competition in the construction market has begun to appear. If state-owned construction enterprises want to stand out from the competition, they must carry out reform and innovation. In the new round of reform and innovation, enterprises should study marketing strategy as the key point of enterprise development strategy. Construction management alone can not meet the development needs of state-owned construction enterprises, and market share should be expanded through marketing. The enterprise must adapt to the change of the construction market environment by constantly innovating the enterprise strategy, and establish a new period. The new marketing strategy can make the enterprise have a place in the construction market. Taking a certain railway bureau as the research object, this paper makes a thorough analysis of the macro environment, the industry environment and the marketing environment of a certain railway bureau in order to make the development orientation of the enterprise more clear. Combined with the current situation of enterprise marketing development and the new problems encountered in the marketing process, this paper puts forward the development direction of enterprise marketing strategy in the future, that is, to regionalize and internationalize the market, so as to ensure the success of enterprise transformation and upgrading. At the same time, the successful implementation of marketing strategy will bring about the improvement of core competitiveness and management level of enterprises. Using SWOT analysis to analyze the external factors and internal ability of a certain bureau of China Railway, the marketing strategy of enterprises in the future is obtained, and the marketing development direction of enterprises is more clear by using the combination of matrix model and pairwise analysis. Based on the SWOT analysis, the marketing strategy suitable for the enterprise itself is designed, and on the basis of its steady marketing development in Hubei Province, the key projects in the provinces and districts and the management of the emerging construction industry are gradually transferred. Wait until the enterprise in the national market, through the national "Belt and Road" policy to enter the international construction market. Through the analysis of marketing strategy and the exposition of implementation guarantee, this paper analyzes the marketing strategies and measures that should be taken by a certain bureau of China Railway in the process of implementing marketing strategy, such as target market, regional market, development of market relationship, and so on, and points out the key points and difficulties that should be paid attention to. At the same time, it clarifies the supporting role of marketing strategy management on the overall strategic development of enterprises. Finally, it is proposed to strengthen the "168" management system, marketing mechanism, investment mechanism, market development mechanism as the guarantee of the implementation of marketing strategy, to ensure the smooth implementation of marketing strategy. Through the analysis of the marketing strategy management in this paper, the development strategy of a certain bureau of China Railway is put forward, and the importance of marketing management is emphasized. A certain bureau of China Railway should make good use of its own resources to manage the marketing strategy, which is conducive to the continuous development and growth of enterprises in the market. In order to adapt to the development of the construction market, a certain bureau of China Railway should expand its market share continuously by entering the regional market, and alternately develop the existing project management mode and the new project management mode in order to adapt to the development of the construction market. By developing the core competitiveness of a certain bureau of China Railway, and attaching importance to the innovation and development of enterprises, the enterprises can be successfully transformed and upgraded, and they will be in an invincible position in the market competition.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.92

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