SN集团烟块煤产品营销策略研究

发布时间：2018-01-21 05:20

本文关键词： SN集团营销分析营销策划烟块煤产品 SWOT分析　出处：《西北大学》2016年硕士论文　论文类型：学位论文

【摘要】：煤炭黄金十年过后,煤炭企业亏损面越来越大。然而在煤炭市场上无烟煤、焦煤和动力煤等产品出现量价齐跌的销售态势时,以民用煤市场为主体的烟块煤产品却异军突起,维持了较好的获利价格。论文以SN集团烟块煤产品营销策略为研究对象,在参阅大量SN集团烟块煤产品调研材料和营销相关理论的基础上,结合与论文课题相关数据的分析和老业务人员的销售经验,进行了SN集团烟块煤产品营销策略研究。市场营销相关理论和文献的支持下,论文首先对SN集团烟块煤产品销售现状进行了阐述,分析了其中存在的问题与不足；随后运用PEST分析方法、波特五力模型对SN集团进行了宏观和微观的环境分析,在此基础上运用SWOT分析方法对SN集团内部优势与劣势、营销机会与威胁进行了系统的分析；最后在研究的基础上提出SN集团烟块煤产品营销策略设计及实施保障。论文的主要研究成果体现在三个方面：一是面对SN集团烟块煤产品上、下游称谓上的不统一,以及因下游市场以劣质煤冒充的问题,建议以品牌营销策略予以解决；二是在解决因用户过于分散造成的售后服务、广告宣传和促销活动方面的短板问题上,应进一步强化渠道建设,发挥渠道商的力量予以弥补；三是加强营销信息管理工作,尽最大可能挖掘最新且相对全面的市场信息,为后续营销策略调整提供有力支持。
[Abstract]:After a decade of coal gold, coal companies are losing more and more money. However, in the coal market, anthracite, coking coal and thermal coal and other products appear in volume and price drop sales trend. The main body of the civil coal market smoke block coal products have suddenly emerged, maintaining a good profit price. SN group smoke block coal product marketing strategy as the research object. On the basis of referring to a large number of SN group smoke block coal product research materials and marketing related theories, combined with the analysis of related data and sales experience of old business personnel. Under the support of the marketing theory and literature, the paper first describes the current situation of the sale of the smoke block coal products of SN Group. The existing problems and shortcomings are analyzed. Then using the PEST analysis method, Porter five forces model to carry on the macro and micro environment analysis to SN group, then use the SWOT analysis method to analyze the advantages and disadvantages of SN group. Marketing opportunities and threats are systematically analyzed; Finally, on the basis of the research, the paper puts forward the marketing strategy design and implementation guarantee of SN group smoke block coal products. The main research results of this paper are reflected in three aspects: first, facing SN group smoke block coal products. The disunity of the downstream appellations and the problem of impersonating inferior coal in the downstream market are suggested to be solved by brand marketing strategy. Second, in order to solve the problems of after-sales service, advertising and promotional activities caused by excessive dispersion of users, we should further strengthen the channel construction and give full play to the strength of the channel operators to make up for it; The third is to strengthen the management of marketing information, to excavate the latest and relatively comprehensive market information as far as possible, to provide strong support for the subsequent adjustment of marketing strategy.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.21

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