YS能源公司煤炭营销策略研究

发布时间：2018-04-18 04:26

本文选题：YS能源公司 + 营销策略　；参考：《西安科技大学》2015年硕士论文

【摘要】：在我国,煤炭市场长期处于卖方市场,煤炭供不应求,煤炭价格持续走高,在这种情况下,煤炭生产企业更关心煤炭的产量,煤炭经销商也更注意煤炭的持有量,而忽略煤炭销售渠道的管理和对消费者的客户经营。但自2013年3月起,全国煤炭销量暴跌,港口煤炭库存积压严重,包括中煤、神华等国家大型煤炭企业都在这样的环境下纷纷降价,煤炭企业生产经营中遭遇了少见的困难和挑战。在这样严峻的经济形势下,煤炭企业的发展怎样在逆境中妥善处理好煤炭营销工作,使企业发展渡过眼前的危机,成为所有人,尤其是煤炭销售人员所面临的最重要问题。基于此,本文以YS公司为研究对象,探讨其煤炭营销的问题。本文首先对国内外相关文献进行综述,综合使用经济、管理、营销、统计等专业知识,运用PEST、SWOT分析法分析了YS公司的煤炭市场环境及其优势、劣势、机会与挑战,经过分析与研究,YS能源公司应该采用的策略如下:第一,根据SWOT组合分析,提出区域资源优势营销策略、大客户营销策略、质量营销策略、绿色与服务营销策略;第二,通过与同竞争者的产品对比后,根据消费者的不同需求应采取产品品牌的产品策略;第三,采取差别定价策略。在发生激烈市场竞争时,为了生存和发展,开拓市场,建立信誉而采取低利润销售的低价保本策略。为了资金周转和获得额外利润,在整体价格保持稳定的前提下,适当提升某些产品单价,同时降低另外一些产品单价的不平衡价格策略;第四,在煤价下滑时采取短渠道的分销策略;第五,采用广告、人员推销、价格促销、公共关系和网络营销的促销组合策略;第六,进行公共关系宣传、开展公共关系活动、树立公共关系意识的公共关系策略。本文也提出了采取关注市场信息与革新营销理念、加强文化建设与提升企业软实力、加强信息网络与运输网络的建设、及时掌握市场信息与采取合理定价措施的煤炭营销策略及其保障措施。
[Abstract]:In our country, the coal market has been in the seller's market for a long time, the supply of coal exceeds supply, and the price of coal continues to rise. Under such circumstances, coal production enterprises are more concerned about the production of coal, and coal dealers are paying more attention to the amount of coal held.And neglects the coal sale channel management and the customer management to the consumer.But since March 2013, coal sales have plummeted across the country and there has been a serious backlog of coal stocks in ports, including large national coal companies such as China Coal and Shenhua, all of which have cut prices in such an environment.Coal enterprises have encountered rare difficulties and challenges in their production and operation.Under such a severe economic situation, how to deal with the coal marketing work properly in the adverse circumstances and how to make the enterprise develop through the present crisis has become the most important problem faced by all people, especially the coal sales personnel.Based on this, this article takes YS company as the research object, discusses its coal marketing question.In this paper, we first summarize the relevant literature at home and abroad, and analyze the coal market environment, strengths, weaknesses, opportunities and challenges of YS Company by using the specialized knowledge of economy, management, marketing, statistics and so on.The strategies that should be adopted by YS Energy Company are as follows: first, according to the SWOT combination analysis, the paper puts forward the regional resource advantage marketing strategy, the big account marketing strategy, the quality marketing strategy, the green and service marketing strategy; the second, the regional resources advantage marketing strategy, the big account marketing strategy, the green and the service marketing strategy; second,After comparing with competitors, we should adopt the product strategy of product brand according to the different needs of consumers; thirdly, we should adopt the strategy of differential pricing.In order to survive and develop, open up the market and establish the reputation, we adopt the low cost capital preservation strategy in order to survive and develop in the fierce market competition.For the sake of capital flow and extra profit, under the premise of keeping the overall price stable, the unit price of some products should be raised appropriately, and the unbalanced price strategy of other products should be reduced at the same time. Fourth,Adopt short channel distribution strategy when the coal price falls; fifth, adopt the promotion mix strategy of advertisement, personnel promotion, price promotion, public relations and network marketing; sixth, carry on the public relations propaganda, carry out the public relations activity,The public relations strategy of establishing public relations consciousness.This paper also puts forward the idea of paying attention to market information and innovating marketing, strengthening cultural construction and enhancing soft power of enterprises, strengthening the construction of information network and transportation network.Timely grasp market information and take reasonable pricing measures of coal marketing strategy and its safeguard measures.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.21

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