邢台金石水泥营销策略研究

发布时间：2018-08-23 12:28

【摘要】：近年来中国经济在世界上一枝独秀,在持续稳定增长的同时,国内的基础设施的投入也随之不断增加,为水泥行业的发展提供了难得的机遇。2008年经济危机后,国家启动了4万亿的救市计划,由于投资和需求的不断增加,水泥企业不断加速扩张产能,中小水泥企业也抓紧机遇进入市场抢夺客户资源,水泥行业市场竞争越来越激烈。邢台金石水泥有限公司(以下简称金石水泥)作为市场的新人,面对目前复杂的市场形势,投入了激烈的竞争中。但是随着水泥产能的过度扩大,国家基础设施建设步伐的放缓,水泥行业面临着很大的挑战,金石水泥虽然立足邢台这个区域市场,也遇到了很多发展的困境。本文在简要说明选题背景和研究思路的基础上,首先详细介绍了邢台金石水泥有限公司的基本情况、营销现状和存在的问题;进而利用PEST和SWOT分析法,分析了企业面临的宏观环境、市场需求环境、竞争环境,同时通过和行业主要竞争对手的比较研究,得出企业的优势和劣势,最后按照4PS理论,提出了金石水泥在营销组合策略方面的改进建议和保障措施。希望本文的研究能够帮助邢台金石水泥有限公司走出困境,拓展更大的市场,同时希望对类似企业的营销管理工作提供借鉴和参考作用。
[Abstract]:In recent years, China's economy has outshone the rest of the world. With the sustained and steady growth, the investment in domestic infrastructure has also been increasing, providing a rare opportunity for the development of the cement industry. After the 2008 economic crisis, Due to the increasing investment and demand, cement enterprises have been expanding their production capacity, and small and medium-sized cement enterprises have also seized the opportunity to enter the market to seize customer resources, and the market competition of cement industry is becoming more and more fierce. Xingtai Jinshi cement Co., Ltd (hereinafter referred to as Jinshi cement) as a new market, facing the current complex market situation, put into fierce competition. However, with the excessive expansion of cement production capacity and the slowdown of national infrastructure construction, the cement industry is facing great challenges. Although Jinshi cement is based on the regional market of Xingtai, it has also encountered many difficulties of development. Based on a brief description of the background and research ideas, this paper firstly introduces the basic situation, marketing status and existing problems of Xingtai Jinshi cement Co., Ltd., and then uses PEST and SWOT analysis, This paper analyzes the macro environment, market demand environment and competition environment faced by enterprises. At the same time, through the comparative study with the main competitors in the industry, the advantages and disadvantages of enterprises are obtained. Finally, according to the 4PS theory, This paper puts forward some suggestions and safeguard measures for improving the marketing mix strategy of Jinshi cement. It is hoped that the research in this paper can help Xingtai Jinshi cement Co., Ltd. To get out of the predicament and expand the larger market. At the same time, it hopes to provide reference and reference for the marketing management of similar enterprises.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.71

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