兰州金轮实业公司发展战略研究

发布时间：2018-07-10 12:15

本文选题：金融危机 + 煤炭市场　；参考：《兰州交通大学》2014年硕士论文

【摘要】：在国际金融危机这个大环境的影响下,全球煤炭市场以及国内煤炭市场发生重大变化。对于从事煤炭商贸的企业来说,如何应对金融危机带来的各种冲击,及时调整经营策略,采取适合自己的市场发展策略,已经迫在眉睫。因此,研究煤炭商贸企业的发展策略具有重要的理论和现实意义,煤炭商贸企业要想在激烈的市场竞争中取得成功,就要综合运用各种营销手段,制定发展策略。在当前阶段,根据笔者所掌握的相关资料,金轮实业公司现阶段在所从事的煤炭贸易中尚未完全确立科学而合理的发展战略,甚至还缺乏一个明确的发展思路,客观上导致了发展过程中的诸多问题。在本文的研究中,以金轮公司的发展问题为研究对象,以公司的实际运营情况为依据,为其发展战略的确定提供了一些理论和数据上的支持,希望能够为解决公司的发展起到一定的积极作用。现将本文的主要研究工作汇报如下:论文首先从管理情况、经营情况介绍了金轮实业公司的发展现状,具体分析了金轮实业公司目前经营过程中存在的发展问题;通过对煤炭行业的分析,受金融危机的影响,国家煤炭产业结构会有所改变、煤炭进出口的各项政策会有调整,煤炭商贸服务目标市场细分;公司目前所处的内外部环境,进行了SWOT分析。同时应用“4Cs”营销策略来对现有的营销思想进行合理、科学的调整。以客户为中心、以营销团队建设为基础和客户服务的核心内容,以煤炭资源为基础,重建了公司的发展策略选择,同时对该体系内部的主要构成要素进行了重点研究。本课题的主要研究成果,为金轮实业公司在将来市场竞争成长所必然面对的发展提供了理论依据,并为其主要工作方向的明确奠定了坚实的基础。提出了公司应当采取增长型战略,通过树立纵向增长型战略、联盟型战略以及差异化发展战略和精细化管理战略才能够为其发展的顺利开展提供支持。与此同时,更要树立差异化发展战略的观念,要有发展创新,侧重于差异化品牌策略,要以差异化客户服务与差异化人员形象策略两个方面来为当前市场经济环境中金轮公司发展过程中所客观存在的问题的解决提供支持,才能够真正意义上的提升公司总体发展水平进而提升绩效水平,为公司抢占更多的市场份额提供有效的帮助和支持。
[Abstract]:Under the influence of the international financial crisis, the global coal market and the domestic coal market have undergone great changes. For the enterprises engaged in coal trade, it is urgent how to deal with the impact of the financial crisis, adjust the management strategy in time and adopt the market development strategy suitable for themselves. Therefore, it is of great theoretical and practical significance to study the development strategies of coal trading enterprises. If coal trade enterprises want to succeed in the fierce market competition, they must make comprehensive use of various marketing methods and formulate development strategies. At the present stage, according to the relevant information held by the author, Jinlun Industrial Company has not yet fully established a scientific and reasonable development strategy in the coal trade engaged in at the present stage, and even lacks a clear development idea. Objectively, it leads to many problems in the process of development. In the research of this paper, taking the development of Jinlun Company as the research object and the actual operation of the company as the basis, it provides some theoretical and data support for the determination of its development strategy. Hope to be able to solve the development of the company to play a certain positive role. This paper reports the main research work as follows: firstly, the paper introduces the current situation of Jinlan Industrial Company from the management and management situation, and analyzes the development problems in the current operating process of Jinlun Industrial Company. Through the analysis of the coal industry, under the influence of the financial crisis, the structure of the national coal industry will be changed, the policies of coal import and export will be adjusted, the target market for coal trade and trade services will be subdivided; the internal and external environment in which the company is currently located, SWOT analysis was carried out. At the same time, the 4 Cs marketing strategy is used to adjust the existing marketing ideas reasonably and scientifically. Taking the customer as the center, taking the marketing team construction as the foundation and the customer service core content, taking the coal resources as the foundation, reconstructs the company's development strategy choice, at the same time has carried on the key research to this system internal main constituent factor. The main research results of this subject provide a theoretical basis for the development of Jinlun Industrial Company in the future market competition and growth, and lay a solid foundation for the clear direction of its main work. It is pointed out that the company should adopt the growth strategy, which can provide support for the smooth development of the company through the establishment of vertical growth strategy, alliance strategy, differentiation development strategy and fine management strategy. At the same time, we should set up the concept of differentiated development strategy, develop innovation and focus on differentiated brand strategy. In order to solve the problems existing in the development of Jinlun Company in the current market economy environment, we should support the solution of the problems existing in the process of the development of Jinlun Company from the two aspects of differentiated customer service and differentiated personnel image strategy. In order to truly enhance the overall development level of the company and then improve the performance level, the company can seize more market share to provide effective help and support.
【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】：F272;F259.23

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