北大荒粮食集团客户营销体系改进研究

发布时间：2018-10-20 08:16

【摘要】：北大荒粮食集团有限公司从2009年成立到2014年,在良好的硬件配备和有利的国家政策扶持下,短短5年时间从仅有五个垦区粮库的小型粮食储备公司,发展成黑龙江省原粮贸易行业的龙头企业,在业务量激增的同时,不断暴露出企业在经营理念落后、市场营销策略缺乏针对性、营销体系落后等诸多方面的软肋,企业要与时俱进的转变营销理念、改进营销体系,才能突破目前营销工作开展的困境。本文运用PEST模块分析法对企业主营产品的外部环境进行阐述,分析结果显示,虽然在政策大环境下粮食集团在未来一段时间内仍然具备一定市场优势,但现有的营销理念及营销管理模式会成为企业进一步发展壮大的瓶颈,政策走势表明,未来的粮食行业将进一步市场化,为适应粮食行业逐渐由“卖方市场”转为“买方市场”,粮企应将以围绕“产品质量”而制定的运营体系,改良为以“满足客户需求”为中心思想的客户营销体系,调整市场策略、完善自身不足、扬长避短,如此才能做到随着市场环境的进化而进化,实现企业持续、稳定的成长。通过对传统粮企历史衍变的描述和对企业性质特殊性的多方面分析,指出了对国有粮企进行“软件升级”或体系改进中存在的客观局限性。文章从北大荒粮食集团有限公司的企业实际情况出发,由外而内剖析企业营销系统的问题所在,在企业营销系统面临的外部条件限制问题及系统内部堪需解决的具体问题上,提出了具备实际可操作性的改进方案,并构建出符合企业实际操作情况的客户营销体系,为企业施行营销体系改良措施提供参考。
[Abstract]:From its establishment in 2009 to 2014, Beidahuang Food Group Co., Ltd., with good hardware and favorable state policy support, in a short period of five years, from a small grain reserve company with only five grain depots in the reclamation area. Developing into a leading enterprise in the original grain trade industry in Heilongjiang Province, while the volume of business has increased rapidly, it has continuously exposed the weakness of the enterprises in many aspects, such as backward business philosophy, lack of pertinence in marketing strategies, backward marketing system, etc. Only by changing the marketing concept and improving the marketing system with the times can the enterprises break through the predicament of the current marketing work. In this paper, PEST module analysis is used to explain the external environment of the main products of the enterprise. The analysis results show that although the grain group still has certain market advantages in the future period of time under the policy environment, However, the existing marketing concept and marketing management model will become the bottleneck for the further development and growth of enterprises. The policy trend indicates that the future grain industry will be further market-oriented. In order to adapt to the gradual transformation of grain industry from "seller's market" to "buyer's market", grain enterprises should change the operation system around "product quality" into a customer marketing system with the idea of "meeting the needs of customers" as the core. Only by adjusting the market strategy, perfecting one's own shortcomings and taking advantage of one's strengths and avoiding one's weaknesses, can the enterprises evolve with the evolution of the market environment and realize the sustained and stable growth of the enterprises. By describing the historical evolution of the traditional grain enterprises and analyzing the particularity of the enterprises, the paper points out the objective limitations in the "software upgrading" or the system improvement of the state-owned grain enterprises. Starting from the actual situation of Beidahuang Grain Group Co., Ltd, this paper analyzes the problems of the enterprise marketing system from the outside to the inside, and analyzes the external conditions and the specific problems that the enterprise marketing system can solve. The improvement scheme with practical maneuverability is put forward, and the customer marketing system which accords with the actual operation of the enterprise is constructed, which provides a reference for the enterprise to carry out the improvement measures of the marketing system.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

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