XT工程物资公司向现代物流企业转型的营销战略研究

发布时间：2018-08-18 15:30

【摘要】：随着我国经济的快速发展,市场对现代物流的需求日益增长,物流成为了当今的朝阳产业,对国民经济发展的贡献进一步加大,因而成为各方争雄的重地。铁路物资企业传统的物资供应市场也逐渐被民营物流企业蚕食,物流功能单一管理粗放使铁路传统物资企业难以适应社会对现代物流的市场需求。对铁路工程物资企业来说,实现改造升级发展现代物流是铁路工程物资企业生存和发展的重要举措之一。本文以XT工程物资公司为例,研究该公司面临铁路体制改革的深入推进,铁路工程物资公司原有的供应业务急剧减少,加之当今社会对现代物流需求的日益增长的严峻形势下,如何采取先进营销理念和管理手段去转变其物资仓储、供应配送模式以适应社会日益增长的现代物流功能需求,增强其市场竞争力和适应力,从而从蓬勃的现代物流发展商机中分得一杯羹。本文开篇后在简要阐述XT工程物资公司背景、发展现状,分析论文写作背景及意义的基础上,首先分析了我国发展现代物流的宏观环境、微观环境,并运用迈克.波特“五力”理论对XT工程物资公司的战略环境进行了分析。其次,分析了XT工程物资公司内部资源及使用能力,并在此基础上通过SWOT分析,找出了铁路工程物资公司所面临的机会、威胁和企业所拥有的优势、劣势,制定了相应的SWOT战略选择。再次,采用现代营销理论、战略管理理论、现代物流理论知识,分析了铁路工程物资公司向现代物流转型的必然性,提出了转型思路和对策。最后,综上分析提出了XT工程物资公司转型的营销战略方案、营销组合策略,并指出通过采取战略联盟构建、机构创新、流程再造等措施来确保其营销战略实施。
[Abstract]:With the rapid development of our country's economy, the market demand for modern logistics is increasing day by day. Logistics has become the sunrise industry and the contribution to the development of national economy. The traditional material supply market of railway material enterprises is gradually eroded by private logistics enterprises. The simple management of logistics function makes it difficult for railway traditional material enterprises to adapt to the market demand of modern logistics. For the railway engineering material enterprises, it is one of the important measures for the railway engineering material enterprises to survive and develop to realize the transformation and upgrade and develop the modern logistics. Taking XT engineering material company as an example, this paper studies that XT engineering material company is faced with the deepening reform of railway system, the original supply business of railway engineering material company has been reduced sharply, and the increasing demand for modern logistics in today's society. How to adopt advanced marketing concept and management means to change its material warehousing, supply and distribute mode to adapt to the increasing demand of modern logistics function, enhance its market competitiveness and adaptability, Thus from the vigorous development of modern logistics business opportunities to get a piece of the soup. After the beginning of this paper, on the basis of briefly expounding the background of XT engineering material company, the present situation of development, and analyzing the writing background and significance of the thesis, this paper first analyzes the macro and micro environment of the development of modern logistics in China, and applies Mike. Porter's "five forces" theory analyzes the strategic environment of XT Engineering material Company. Secondly, the paper analyzes the internal resources and usage ability of XT engineering material company, and on this basis, through SWOT analysis, finds out the opportunities, threats and advantages and disadvantages that the railway engineering material company faces. The corresponding strategic choice of SWOT has been established. Thirdly, by using modern marketing theory, strategic management theory and modern logistics theory knowledge, this paper analyzes the inevitability of the transformation from railway engineering material company to modern logistics, and puts forward the transformation ideas and countermeasures. Finally, this paper puts forward the marketing strategy plan and marketing combination strategy of XT engineering material company transformation, and points out that the implementation of marketing strategy can be ensured by adopting strategic alliance construction, organization innovation, process reengineering and so on.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F532;F251

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