中国联合水泥有限公司并购后的营销整合策略研究

发布时间：2018-06-14 23:43

本文选题：并购 + 营销整合　；参考：《青岛大学》2017年硕士论文

【摘要】：作为基础产业的水泥行业是国家调控转型发展的重中之重。作为中国水泥行业的领军者,中国联合水泥有限公司并购后,解决了重组后资源配置的有效性问题,但企业经营最终要解决的是使资源发挥更大作用、产生更大效益的问题。因此,在中国联合水泥有限公司重组进行到一定阶段后,如何进行营销整合将是决定下一步中国联合水泥有限公司发展的关键点。因此本文基于整合理论、营销整合理论、营销组合理论,综合运用文献研究法,案例分析法展开系统研究。本研究的目的是通过对中国联合水泥有限公司并购后营销整合策略进行研究,以帮助企业解决并购后营销管理环节中出现的现实困难,减少营销管理资金,制定合理的水泥单价,建立高效、科学的销售渠道,从而在竞争极其激烈的市场环境下,提升企业的核心竞争力。研究的意义在于可充实整合营销相关的理论内容,同时提升中国联合水泥有限公司整体营销水平。论文首先对企业并购理论、营销整合理论、SWOT理论和营销组合理论进行梳理,奠定理论基础;然后对中国联合水泥有限公司并购后的营销环境进行分析,具体包括宏观环境、竞争对手和内部环境分析,进而找出中国联合水泥有限公司营销的优势、劣势、机会和威胁;最后从营销理念、营销团队、营销组合三方面提出营销整合策略。同时,为保证营销整合策略的顺利实施,提出了适合中国联合水泥有限公司实际情况的保障性措施,包括组织保障、人事保障、财务保障和文化保障。
[Abstract]:As a basic industry, cement industry is the most important part of national regulation and development. As the leader of Chinese cement industry, the merger and acquisition of China United cement Co., Ltd. has solved the problem of the efficiency of resource allocation after reorganization, but the final problem of enterprise management is to make the resources play a greater role and produce more benefits. Therefore, after the reorganization of China United cement Co., Ltd., to a certain stage, how to conduct marketing integration will be the key point to determine the next step of the development of China United cement Co., Ltd. Therefore, based on integration theory, marketing combination theory, comprehensive use of literature research, case analysis to carry out a systematic study. The purpose of this study is to study the marketing integration strategy of China United cement Co., Ltd. after M & A, in order to help enterprises solve the practical difficulties in the process of marketing management after M & A and reduce the funds of marketing management. Set up reasonable unit price of cement, establish efficient and scientific marketing channel, thus enhance the core competitiveness of enterprises in the extremely competitive market environment. The significance of the research is to enrich the theoretical content of integrated marketing and to improve the overall marketing level of China United cement Co., Ltd. The thesis firstly combs the theory of M & A, the theory of marketing integration SWOT and the theory of marketing combination, and then analyzes the marketing environment after merger and acquisition of China United cement Co., Ltd, including the macro environment. The competition and internal environment are analyzed to find out the marketing strengths, weaknesses, opportunities and threats of China United cement Co., Ltd. Finally, the marketing integration strategy is put forward from three aspects: marketing concept, marketing team and marketing combination. At the same time, in order to ensure the smooth implementation of the marketing integration strategy, this paper puts forward some supporting measures suitable for the actual situation of China Union cement Co., Ltd, including organizational security, personnel security, financial security and cultural security.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.71;F274;F271

【参考文献】