GDRT煤矸石智能分选设备营销战略探索

发布时间：2018-12-10 14:02

【摘要】：营销既是一门科学,又是一门艺术,它在常规化和创造性方面都有很强的张力。随着全球经济一体化进展的加速,我国市场也逐渐融入全球化、复杂化、多样化的竞争中,并且其重心已经从最初的价格、技术、技能、价值的比拼,转变成企业经营战略管理的竞技。市场营销战略作为一种重要战略,其主旨是提高企业营销资源的利用效率,使企业资源的利用效率最大化。煤矸石是采煤过程和洗煤过程中排放的固体废物,目前,我国煤矸石利用率还比较低,大部分都被闲置,或者掺杂在电煤中。这会造成环境污染、土地资源占用问题,并带来大量的经济损失。在这样的背景下,煤矸石分选系统也如雨后春笋般层出不穷,这使国内市场竞争变得日趋白热化。在这样的竞争中,如何选择合理的营销战略将至关重要。作为煤矸石分选系统的生产及销售企业,选择合理的营销战略势在必行,运用合理的营销手段也将是煤矸石分选系统生产制造厂商步入良性运营的重要环节。本文从对营销渠道理论的综述为切入点,以融智机电技术公司为研究对象,对煤矸石分选设备企业的营销战略进行了深入的分析和探索。通过对“巨龙融智机电技术公司”煤矸石智能分选设备营销战略的深入分析,揭示了我国煤矸石分选设备市场营销过程中存在问题。文中作者结合实际,对煤矸石分选设备的目标市场进行了细分,目标用户进行了分级,并且依据市场营销战略的分类理论,即侧翼战略、游击战略、进攻战略理论,为巨龙融智机电技术公司煤矸石智能分选设备制定了针对不同市场、不同生命周期相应的营销战略。同时,作者还建议,不同的营销战略配合相对应的营销模式一起实行,效果会更好。本文的研究内容可以为巨龙融智机电技术公司最终提出一套能够促进其营销渠道良性运转实现双赢局面的解决方案提供数据支撑。并且对今后开展煤矸石分选设备营销活动有一定的指导意义和现实意义。
[Abstract]:Marketing is not only a science, but also an art. With the acceleration of global economic integration, our market is gradually integrated into the globalization, complexity, diversification of competition, and its focus has been from the initial price, technology, skills, value competition, Change into the competitive management of enterprise management strategy. As an important strategy, the purpose of marketing strategy is to improve the utilization efficiency of enterprise marketing resources and maximize the utilization efficiency of enterprise resources. Coal gangue is the solid waste discharged in the process of coal mining and coal washing. At present, the utilization ratio of coal gangue in China is relatively low, most of which are idle or doped in thermal coal. This will cause environmental pollution, land resource occupation problem, and bring a lot of economic losses. In such a background, coal gangue separation system is springing up in endlessly, which makes the domestic market competition become more and more intense. In such a competition, how to choose a reasonable marketing strategy will be crucial. As a production and marketing enterprise of coal gangue separation system, it is imperative to choose a reasonable marketing strategy, and the use of reasonable marketing means will also be an important link for the production manufacturer of the coal gangue separation system to step into good operation. Based on the summary of marketing channel theory and the research object of Rongzhi Electromechanical Technology Company, this paper makes a deep analysis and exploration on the marketing strategy of coal gangue sorting equipment enterprises. By analyzing the marketing strategy of gangue intelligent sorting equipment in Julong Rongzhi Electromechanical Technology Co., this paper reveals the problems existing in the marketing process of coal gangue sorting equipment in China. Combined with practice, the author subdivides the target market of coal gangue sorting equipment, classifies the target users, and according to the classification theory of marketing strategy, namely flank strategy, guerrilla strategy, attack strategy theory. A marketing strategy for the intelligent separation equipment of gangue in different markets and different life cycles has been developed for Julong Rongzhi Electromechanical Technology Company. At the same time, the author also suggests that different marketing strategies cooperate with the corresponding marketing model, and the effect will be better. The research content of this paper can provide data support for Julong Rongzhi Electromechanical Technology Company to put forward a set of solutions which can promote the benign operation of its marketing channels and achieve a win-win situation. And it has certain guiding and practical significance to carry out marketing activities of coal gangue sorting equipment in the future.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.21

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