钜盛能源公司营销策略优化研究

发布时间：2018-06-14 20:29

本文选题：供给侧改革 + 钜盛能源　；参考：《湘潭大学》2017年硕士论文

【摘要】：随着煤炭行业供给侧改革的不断深化,较大幅度地压缩了煤炭产能,优化了煤炭产业的供给结构,煤炭的市场需求量有望攀升,科学有序、绿色环保的煤炭供给局面有望很快出现。在这样的背景下,钜盛能源公司现面临市场竞争激励、客户减少、营销服务滞后等问题,煤炭营销成为制约公司发展的“天花板”。基于此,钜盛能源公司如何破解“去产能”背景下的营销发展困局,无疑对该公司的营销战略提出了新的挑战。首先,本文阐述了本研究的背景、意义和方法,梳理了国内外研究现状,详细说明了本研究的主要研究内容;简要介绍了营销的相关理论,并从煤炭市场所处的宏观环境和钜盛能源公司所处的微观环境两个主要方面进行了详细的阐述。其次,基于钜盛能源煤炭营销的现状,运用SWOT分析方法,分析了钜盛能源在产品策略、定价策略、渠道策略、促销策略及营销人才策略存在的主要问题。最后,针对所存在的主要问题,并结合公司实际情况提出针对性优化设计方案。其一,制定了优化方案的具体实施原则和目标,并从产品策略、定价策略、渠道策略、促销策略等方面实施优化;其二,从公司文化体系建设、成本控制、人才队伍建设、科技发展及风险控制等方面建立了优化方案的保障措施。在“供给侧改革”的大环境下,论文基于煤炭行业实际和钜盛能源公司的现实情况,提出的系列营销优化措施,对正处于战略调整期的钜盛能源公司,为适应国家宏观经济政策要求,为企业的稳健和持续发展,必将起到重要的指导作用,同时对同行业企业营销策略的改进也有一定的借鉴意义。
[Abstract]:With the deepening of the supply-side reform in the coal industry, the coal production capacity has been greatly reduced, and the supply structure of the coal industry has been optimized. The market demand for coal is expected to rise, and the demand for coal is expected to rise in a scientific and orderly manner. Green coal supply situation is expected to appear soon. In such a background, Jusheng Energy Company is faced with market competition incentive, customer reduction, marketing service lag and other problems, coal marketing has become a "ceiling" restricting the development of the company. Based on this, how to solve the marketing development difficulties under the background of "deproductivity" by Jusheng Energy Company has undoubtedly put forward a new challenge to the marketing strategy of Jusheng Energy Company. First of all, this paper describes the background, significance and methods of this study, combing the current research situation at home and abroad, explaining in detail the main research contents of this study, briefly introducing the relevant theories of marketing, The macro environment of coal market and the micro environment of Jusheng Energy Company are discussed in detail. Secondly, based on the current situation of Jusheng energy and coal marketing, the main problems of Jusheng energy in product strategy, pricing strategy, channel strategy, promotion strategy and marketing talent strategy are analyzed by using SWOT analysis method. Finally, according to the main problems, and combined with the actual situation of the company put forward targeted optimization design scheme. First, it formulates the concrete implementation principles and objectives of the optimization scheme, and optimizes from the aspects of product strategy, pricing strategy, channel strategy, promotion strategy and so on; second, from the company culture system construction, the cost control, the talented person troop construction, the second, from the company culture system construction, the cost control, the talented person troop construction, Scientific and technological development and risk control and other aspects of the establishment of the optimized program of protection measures. Under the environment of "supply-side reform", based on the actual situation of coal industry and the reality of Jusheng Energy Company, this paper puts forward a series of marketing optimization measures to Jusheng Energy Company, which is in the period of strategic adjustment. In order to meet the requirements of the national macroeconomic policy and the steady and sustainable development of enterprises, it will certainly play an important guiding role, and it will also be useful for the improvement of marketing strategies in the same industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.21

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