伊泰集团煤炭营销策略研究

发布时间：2018-01-07 14:34

本文关键词：伊泰集团煤炭营销策略研究　出处：《内蒙古财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：煤炭被人们形象地比喻成工业的粮食、黑色的金子，它是十八世纪以来人类所使用的主要能源之一。在我国，煤炭在能源消费结构中占有重要的地位，煤炭企业的不断兴起与强大也为我国经济和社会的发展做出了重要贡献。近年来，我国工业企业由于内外界种种因素的影响，经济效益出现了大幅度的下滑。煤炭市场需求不断下降、煤炭企业的煤炭库存不断积压严重等现象不断地涌现出来，使得煤炭市场的竞争变得异常激烈，很多煤炭企业也因此陷入了困境。由此看来，煤炭企业的市场营销工作的有效开展对煤炭企业的兴衰有着重要作用。内蒙古伊泰集团有限公司（以下简称伊泰集团）是以煤炭生产、经营为主业，以铁路运输、煤制油为产业延伸，以铁路、煤制油为产业延伸，以可再生能源、生物制药、置业等非煤产业为互补的大型现代化企业。在激烈的市场竞争中，伊泰集团要面对国内大型煤炭企业的挑战，还要与国外煤炭企业竞争市场。在与其他企业争夺市场的“持久战”中，伊泰集团制定与实施符合市场及公司自身情况的营销策略是十分重要的。因此，对煤炭企业的营销策略研究有着重要的现实意义。文中首先对市场营销策略相关的理论和国内外相关研究进行了梳理，在相关理论和相关文献研究的指导下，展开对煤炭营销策略方面的研究工作；其次，文中对伊泰集团的发展概况以及煤炭销售情况进行了阐述，并分析了煤炭营销策略中存在的问题与不足；然后，，文中从自然环境、经济环境、政治与法律环境、人口与社会环境以及科学技术环境五个方面对伊泰集团煤炭营销的宏观环境进行了分析，同时又从潜在的进入者、供应商、买方、替代品以及现有竞争者五个方面对伊泰集团煤炭营销的微观环境进行分析，在此基础上运用SWOT分析方法对伊泰集团自身存在的优势与劣势、外部存在机会与威胁进行了系统的分析。最后，在以上研究的基础上，提出了伊泰集团煤炭营销策略。在综合分析的基础上，文中结合伊泰集团的指导思想与发展战略以及企业的实际情况，基于市场营销的4P营销组合理论提出了伊泰集团的煤炭营销策略的产品策略、价格策略、渠道策略以及促销策略。为了营销策略的有效实施还提出了一些相关的保障措施：注重市场变化，增强现代营销理念；加强企业文化建设，提高企业管理水平；加强信息网络建设与运输网络的建设；构建科学产品结构及合理的价格管理体系。
[Abstract]:Coal has been figuratively into the food industry, black gold, it is one of the main energy used by mankind since eighteenth Century. In our country, coal occupies an important position in the energy consumption structure, the rise of coal enterprises and is also strong for China's economic and social development has made important contributions in recent years. China's industrial enterprises, due to various factors outside the economic benefits, there has been a significant decline. Coal market demand continued to decline, coal stocks of coal enterprises continuously backlog serious phenomena such as continuously emerging, the coal market competition has become fierce, many coal companies are in trouble. In view of this and the coal enterprise marketing work effectively on the rise and fall of coal enterprises plays an important role.
Inner Mongolia Yitai Group Co., Ltd. (hereinafter referred to as Yitai group) in coal production and management industry, with the railway transportation, coal oil for industrial extension, railway, coal oil for industrial extension, renewable energy, bio pharmaceutical, real estate and other non coal industry as the complementary large-scale modern enterprise in the fierce market. In the competition, Yitai group will face the challenge of domestic large coal enterprises, but also to compete with coal enterprises and other enterprises in foreign markets. For the market "protracted war", it is very important to establish Yitai group marketing strategy and the company's own situation and implementation. Therefore, there is important practical significance to study on the marketing strategy of coal enterprises.
In the first part of the marketing strategy of related theories and research at home and abroad are summarized, in the study of related theories and literature under the guidance of coal marketing strategy; secondly, the development of the coal, Yitai Group sales are described, and analyzed the existing coal marketing strategies for the problems and shortcomings in the paper; then, from the natural environment, economic environment, political and legal environment, the macro environment of population and social environment, science and technology environment five aspects of Yitai group coal marketing are analyzed, and the potential entrants, suppliers, buyers, analyze the micro environment of alternatives and the existing competitors on the five aspects of Yitai Coal Marketing Group, on the basis of the use of the advantages and disadvantages of the SWOT analysis method of Yitai group itself, external storage The paper makes a systematic analysis on the opportunities and threats. Finally, on the basis of the above research, put forward the Yitai group coal marketing strategy.
On the basis of comprehensive analysis, combined with the actual situation of Yitai group guiding ideology and the development strategy of enterprises and the price strategy, 4P marketing theory marketing put forward Yitai group coal marketing strategy based on product strategy, channel strategy and promotion strategy. For the effective implementation of marketing strategy is also put forward some related the safeguard measures: pay attention to market changes, enhance the modern marketing concept; strengthen the construction of enterprise culture, improve the management level of enterprises; strengthen the construction of information network construction and transportation network; build a scientific product structure and reasonable price management system.

【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.21;F274

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