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论文编号：	12564
作者编号：	2320180677
上传时间：	2021/6/15 22:09:55
中文题目：	JG水泥公司营销策略研究
英文题目：	Optimized Research on Marketing Strategy of JG Cement Co.ltd
指导老师：	李亚
中文关键字：	产能过剩；价格战；落后产能；营销策略
英文关键字：	overcapacity；price-war；outdated capacity；marketing strategy
中文摘要：	摘要 水泥是我国经济建设的重要原材料之一，经过几十年的发展，我国水泥行业已经取得了的举世瞩目的成就，我国的水泥产能和实际产量已经连续36年稳居世界第一。 十三五期间我国水泥行业效益持续稳定增长，总体运行平稳，但是发展极不平衡，产业集中度较低，产能过剩严重，产品同质化程度较高，大部分区域的水泥企业在“价格战”的泥潭中挣扎。为了缓解水泥行业的过剩产能和集中度低下的形势，国家提出了水泥行业供给侧结构性改革的政策，不断淘汰落后产能，鼓励大型水泥集团与中小水泥企业进行重组，同时加大环保政策的管控力度，倡导水泥企业改进生产技术、减少资源消耗和环境污染。当前我国经济发展模式由高速发展转向追求平稳的高质量发展模式，在基础建设领域的投资比重逐渐下降，与经济发展形势息息相关的水泥企业遇到了前所未有的困境，它们需要不断调整经营思维和营销策略以应对环境变化带来的挑战，从而实现和谐发展。 本文以JG水泥公司营销策略为研究对象，首先介绍了选题背景与意义、研究方法与内容以及论文的结构与框架，在此基础上回顾了相关营销理论与工具模型，然后对我国水泥行业环境及JG水泥公司的营销环境进行了系统分析，接着对JG水泥公司经营状况及目前营销策略存在的问题细致剖析，并运用SWOT分析工具，分别阐述了该公司的优势、劣势、机会和威胁因素，最后，结合SWOT分析结果提出了JG水泥公司应该从关系营销、整合营销、内部营销、互联网+营销共四个方面优化当前营销策略，同时从转变营销思维并重塑营销团队、强化内部协作并加强业绩考核、提升员工素质并推动行业自助三个方面提出了确保优化后的营销策略得以顺利实施的保障措施。作者通过对JG水泥公司营销策略的研究，希望能帮助其在竞争激烈的水泥市场竞争中站稳脚跟并稳步向前发展。 关键词：产能过剩；价格战；落后产能；营销策略
英文摘要：	Abstract Cement is one of the important raw materials for China’s construction. After decades of development, China’s cement industry has achieved remarkable achievements，and the production capacity and actual output have been ranked first in the world for 36 consecutive years. During the 13th Five-Year Plan period, the benefit of China's cement industry continues to grow steadily and the overall operation is stable. But the development of China's cement industry is extremely unbalanced: the industrial concentration is low, the overcapacity is serious, and the product homogenization is high. The cement enterprises in most regions are struggling in the quagmired in the price war.In order to alleviate the situation of excess capacity and low concentration in the cement industry, the state has put forward a policy of institutional reforms on the supply side of the cement industry to continuously eliminate outdated production capacity, encourage large cement groups to merge and reorganize the small and medium-sized cement companies , and increase environmental protection policies.At present, the model of China’s economic development has shifted from high-speed development to the pursuit of stable, high-quality development. In the field of infrastructure,which is closely related to economic development situation, investment proportion declines gradually. China’s cement enterprises encountered unprecedented difficulties, and they need to constantly adjust management thinking and marketing strategy to cope with the challenge of environmental change, so as to realize the harmonious development. This thesis takes the marketing strategy of JG Cement Company as the research object. Firstly, it introduces the background and significance of the topic selection, research methods and contents, and the structure and framework of the paper. On this basis, it reviews the relevant marketing theories and tool models. Then, it makes a systematic analysis of China's cement industry environment and JG Cement Company's marketing environment. Then, it makes a detailed analysis of JG Cement Company's operating conditions and current marketing strategy problems, and uses SWOT analysis tools. The strengths, weaknesses, opportunities and threats of JG Cement Company were expounded respectively. Finally, combined with SWOT analysis results, it was proposed that JG Cement Company should optimize its current marketing strategy from four aspects: Relationship marketing, Integrated marketing, Internal marketing and Online marketing Meanwhile. It put forward safeguard measures to ensure the smooth implementation of the optimized marketing strategy from three aspects: changing marketing thinking and reshaping marketing team, strengthening internal collaboration and performance evaluation, improving staff quality and promoting industry self-help. By studying the marketing strategy of JG Cement Company, the author hopes to help it gain a firm foothold and develop steadily in the fierce competition of cement market. Key words: overcapacity；price-war；outdated capacity；marketing strategy
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