中煤科工集团西安研究院水与瓦斯抽放钻机营销策略研究

发布时间：2018-05-19 06:46

本文选题：市场营销 + 营销策略　；参考：《兰州交通大学》2014年硕士论文

【摘要】：随着市场经济发展的推行,企业如何面对外界市场竞争环境改变,采取何种策略促进产品销售,如何提高产品在市场中的份额,如何促进企业经济效益的提升,已经成为各个企业关注的焦点问题,其产品营销策略的制定也获得了前所未有的重视。我国煤炭资源与产量及其丰富,煤炭作为我国的主要能源之一,一直占有着重要的比重;在将来很长的一段时期内,此种能源供应格局应该不会发生本质上的转变。煤矿生产是地下作业,面临着洪水、火灾、爆炸与粉尘爆炸等各种威胁,因此对煤矿专用设备的质量提出了更高、更具体的要求;国务院、国家发展和改革委员会,原国家煤炭部颁发相应法律法规,从而对煤矿专用机电产品的技术性能、质量实施严格的管理。中煤科工集团西安研究院(以下简称:西安院,CCTEG Xi'an)多年从事煤矿水与瓦斯治理专项研究,其主要产品水与瓦斯抽放钻机更是为煤矿水与瓦斯治理、安全救援做出了巨大贡献。伴随着加入WTO,为西安院的发展带来前所未有的机遇,同样,也造成西安院产品的销售挑战。随着市场环境的变迁,需要西安院重新审视自己的经营环境,了解环境中新的机遇与威胁,了解企业自身的优势与劣势;需要企业适应环境对其营销战略、策略做出适合当下的调整。作者在水与瓦斯钻机行业从事销售与管理工作多年,本课题即来源于西安院水与瓦斯抽放钻机等产品的营销实践的现实需要。中煤科工集团西安研究院是煤炭系统从事煤矿安全业与地质勘探的大型科研机构。本文以中煤科工集团西安研究院为对象,研究其水与瓦斯抽放钻机产品的市场营销策略,以此解决在水与瓦斯抽放钻机营销中存在的问题,帮助企业更好的发展。本论文以中煤科工集团西安研究院的水与瓦斯抽放钻机的营销策略为研究对象,作为研究的具体实证对象对其营销策略进行了研究以及分析。根据营销理论的原理,其中包含了市场营销相关理论、市场环境分析、SOWT分析法、目标市场营销战略与市场营销策略组合等理论阐述的基础上,分析了中煤科工集团西安研究院的营销环境,剖析产品营销现状及存在问题;提出了产品营销的指导思想与目标,给出了目标市场与营销策略的优化和提升产品营销活动进行的相关建议。水与瓦斯抽放钻机等产品的营销活动不仅在组织自己的经营实践中没有得到企业充分的重视,在理论界围绕这类产品营销问题的研究也相对较少。通过论文的研究一方面对中煤科工集团西安研究院水与瓦斯抽放钻机产品未来的营销活动提供帮助,另一方面,希望能对同类组织的相似产品的营销实践提供理论借鉴。
[Abstract]:With the development of market economy, how to face the change of external market competition environment, what strategy to take to promote product sales, how to increase the share of products in the market, how to promote the economic benefits of enterprises. Has become the focus of attention of all enterprises, its product marketing strategy has been unprecedented attention. As one of the main energy sources in our country, coal has always occupied an important proportion in the coal resources and production of our country. In a long period of time in the future, this kind of energy supply pattern should not change in essence. Coal mine production is an underground operation, facing various threats such as flood, fire, explosion and dust explosion. Therefore, higher and more specific requirements have been put forward for the quality of special equipment for coal mines; the State Council, the National Development and Reform Commission, The former Ministry of Coal and carbon issued relevant laws and regulations to strictly manage the technical performance and quality of special mechanical and electrical products for coal mines. Xi'an Research Institute of China Coal Science and Technology Group (hereinafter referred to as CCTEG Xianshan) has been engaged in special research on coal mine water and gas treatment for many years, and its main products, water and gas drainage rig, have made great contributions to coal mine water and gas control and safety rescue. Along with joining WTO, it brings unprecedented opportunities for the development of Xi'an Institute, as well as the sales challenges of Xi'an Institute products. With the change of market environment, Xi'an Institute needs to re-examine its own business environment, understand the new opportunities and threats in the environment, understand the advantages and disadvantages of the enterprise itself, and need the enterprise to adapt to the environment to its marketing strategy, Make the right adjustments to the strategy. The author has been engaged in sales and management for many years in the water and gas drilling rig industry. This subject is derived from the practical needs of the marketing practice of water and gas drainage drilling rig and other products in Xi'an Hospital. Xi'an Research Institute of China Coal Science and Technology Group is a large-scale scientific research institution engaged in coal mine safety and geological exploration. This paper takes Xi'an Research Institute of China Coal Science and Technology Group as an object to study the marketing strategy of water and gas drainage drilling rig products in order to solve the problems existing in the marketing of water and gas drainage drilling rig and to help enterprises to develop better. This paper takes the marketing strategy of water and gas drainage rig of Xi'an Research Institute of China Coal Science and Technology Group as the research object, and studies and analyzes its marketing strategy as the concrete demonstration object of the study. According to the principle of marketing theory, it includes the theory of marketing, the analysis of market environment, the combination of target marketing strategy and marketing strategy, etc. This paper analyzes the marketing environment of Xi'an Research Institute of China Coal Science and Technology Group, analyzes the present situation and existing problems of product marketing, and puts forward the guiding ideology and goal of product marketing. The optimization of target market and marketing strategy and the suggestion of improving product marketing activities are given. The marketing activities of water and gas drainage drilling rig and other products are not only not paid enough attention by enterprises in organizing their own business practice, but also are relatively few in the theoretical circle. On the one hand, the paper provides help for the future marketing activities of water and gas drainage rig products in Xi'an Research Institute of China Coal Science and Technology Group. On the other hand, it hopes to provide theoretical reference for the marketing practice of similar products of similar organizations.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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