黑龙江建龙钢铁有限公司营销优化策略研究

发布时间：2018-05-06 05:26

本文选题：黑龙江建龙钢铁有限公司 + 市场营销　；参考：《南昌大学》2015年硕士论文

【摘要】：当前,我国经济发展进入新常态,经济韧性好、潜力足、回旋空间大;同时,一些趋势性变化也使经济发展与产业结构调整面临着不少困难和挑战。在此形势下,我国钢铁行业受内外部环境影响,市场竞争不断加剧;面对这样的激烈竞争,黑龙江建龙钢铁有限公司也进入了营销困境,如不采取切实可行的措施加以应对将直接威胁企业未来的生存与发展,为了在激烈的市场竞争中争取主动,本研究黑龙江建龙钢铁有限公司营销策略进行优化研究。本文首先对现代市场营销理论与方法进行了梳理,同时对影响黑龙江建龙钢铁有限公司内外部营销环境以及经营现状进行了分析;接着,对黑龙江建龙钢铁有限公司进行全面而深入的研讨,并针对黑龙江建龙钢铁有限公司未来的营销优化策略方案进行整体评估,确定了黑龙江建龙钢铁有限公司的总体营销发展策略;最后,本文以提高黑龙江建龙钢铁有限公司的市场核心竞争力为最终落脚点,提出了建立健全市场营销体系、建立并深化厂商战略合作伙伴关系、通过内部挖潜全面实施降本增效战略、实施品种研发战略、完善人力资源建设等保障措施。本文运用市场营销管理理论和实用模型对黑龙江建龙钢铁有限公司的营销优化策略进行了论述,既分析了当前公司经营现状,明确营销策略,又为其策略的有效实施提出了可行性方案。通过本文的研究,希望能够为黑龙江建龙钢铁有限公司更好地在激烈的钢铁市场竞争中赢得一席之地提供一些帮助,对同类企业的营销管理也提供了必要的借鉴。
[Abstract]:At present, China's economic development has entered a new normal, with good economic resilience, full potential and great room for manoeuvre. At the same time, some trend changes also make economic development and industrial structure adjustment face many difficulties and challenges. Under this situation, the iron and steel industry of our country is affected by the internal and external environment, and the market competition is constantly intensified. In the face of such fierce competition, Heilongjiang Jianlong Iron and Steel Co., Ltd. has also entered the marketing dilemma. If we do not take practical measures to deal with it, it will directly threaten the survival and development of enterprises in the future. In order to strive for the initiative in the fierce market competition, this paper studies the optimization of marketing strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd. This paper firstly combs the modern marketing theory and method, at the same time, analyzes the internal and external marketing environment and management status of Heilongjiang Jianlong Iron and Steel Co., Ltd. To carry on the comprehensive and thorough discussion to Heilongjiang Jianlong Iron and Steel Co., Ltd., and to carry on the overall appraisal to the Heilongjiang Jianlong Iron and Steel Co., Ltd.'s marketing optimization strategy plan in the future, The overall marketing development strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd. is determined. Finally, this paper puts forward the establishment of a sound marketing system, with the aim of improving the market core competitiveness of Heilongjiang Jianlong Iron and Steel Co., Ltd. We should establish and deepen the strategic partnership of manufacturers, comprehensively implement the strategy of reducing cost and increasing efficiency, implement the strategy of variety research and development, and improve the construction of human resources. In this paper, the marketing optimization strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd is discussed by using the marketing management theory and practical model, which not only analyzes the current operating situation of the company, but also clarifies the marketing strategy. It also puts forward the feasible scheme for the effective implementation of its strategy. Through the research of this paper, we hope to provide some help for Heilongjiang Jianlong Iron and Steel Co., Ltd. to win a place in the fierce steel market competition, and also provide necessary reference for the marketing management of the similar enterprises.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.31;F274

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