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| 论文编号： | 1185 | |
| 作者编号： | 2220070945 | |
| 上传时间： | 2010/1/18 16:11:45 | |
| 中文题目： | 海晶集团营销战略研究 | |
| 英文题目： | Haijing Group Marketing Strategy Research | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 海晶集团 营销战略 盐业化工 现代服务业 土地资源 | |
| 英文关键字： | Haijin group Maketing strategy salt and chemical industry | |
| 中文摘要： | 天津长芦海晶集团有限公司作为传统的制盐企业，经过多年的发展，在国内盐及其化工行业已取得了无可争议的优势地位，特别在原盐及盐化产品生产能力和产品质量方面位于全国领先水平，但目前已涉足的非盐产业尚未形成对企业发展的支撑作用，企业资源及自身优势尚未得到充分发挥。在滨海新区开发开放的历史机遇下，企业要想继续生存和发展，必须制定并实施科学的营销发展战略，本文以此为论题展开研究，以期达到提升公司核心竞争力，促进企业健康持续发展的目的。 本论文主要应用SWOT分析法，对海晶集团面临的政治、经济、政策法规、人口、技术等宏观环境因素及盐行业发展状况、竞争情况等产业环境进行深入分析，并对企业资源进行剖析，得出公司所面临的外部环境机会与威胁，自身条件的优势与劣势，并依照矩阵形式排列，然后用系统分析的思想，把各种因素相互匹配起来加以分析，从中得出我公司应采用扭转型战略，充分利用外部环境带来的机会，设法清除自身劣势， 制定并实施科学的营销战略的结论，并在该战略思想的指导下，重点提出了：争取政策支持与深化企业内部改革改制、增强企业自主创新能力与加强人力资源开发、强化企业内部管理创新保障措施及对策。 | |
| 英文摘要： | As old-line salt manufacturer ,Tianjin Changlu Haijin (group) Lmt.reach a outstanding station and top level in domestic salt and chemical field , especially , in raw salt and salt-chemical product .however ,the current involving non-salt industry is not main business to support enterprise development , the resource and predominance haven’t be used hundred-percently . on the opportunity of Binhai area development ,enterprise must perform and implement reasonable marketing strategy to reach continues development . the paper catch these topic to research solution and strategy for rivalship reinforce. With SWOT analysis method, the thesis thoroughly analyzes the macro environment factors which our company is facing in terms of political environment, economic environment, policies and regulations, population and technical environment and draws a conclusion that our company is facing outer opportunities and threatens.Therefore company should adopt revolutionary tactic, make good use of outer opportunities and try our best to get rid of our own weaknesses. On this basis we make development tactics.Finally in the direction of the tactic thought, this thesis emphasizes specific supporting measures and countermeasures. The first one is to strive for policy support to form good environment for enterprise developmentand to offer structure support for the marketing development tactic by means of reforms. The second one is to improve our own independent innovation ability in order to offer technical support for the realization of the marketing development tacticand to enhance human resource development in order to offer talents support for the marketing development tactic.The third one is to acclimatize ourselves to competition environment home and abroad and enhance the inner management innovation. | |
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