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论文编号：	13483
作者编号：	2320200330
上传时间：	2022/12/3 16:29:14
中文题目：	JY混凝土（天津）公司营销策略研究
英文题目：	Study on Marketing Strategy of JY Concrete（Tianjin）Company
指导老师：	张耀伟
中文关键字：	混凝土；服务营销；营销组合策略；定制服务
英文关键字：	Concrete；Service marketing；Marketing mix strategy；Customized service
中文摘要：	上世纪初期，混凝土作为新兴建筑材料传入我国，六、七十年代随着世界范围内的推广使用，我国混凝土事业发展也进入了快车道，特别是在近几十年的国家工程建设中居功至伟。疫情影响之下，国家基础设施建设进度放缓、房地产新政限制了地产项目的建设规模，混凝土市场需求规模变小。过去的三十年混凝土需求量的迅速扩大，生产企业数量出现了几何级的增长；目前，整个行业区域性出现了产能过剩，部分地区发生了恶性竞争，甚至质量事故。作为直辖市的天津，保有产能远大于市场需求更是引发了市场的无序竞争，暴露了少数企业不良用心，市场产品质量良莠不齐，给品质经营的企业带来了不同程度的冲击，与此同时，也给工程质量带来了不可预估的影响。目前，国家经济发展放缓，如何经营发展成为众多混凝土生产企业所面临的迫切需要解决的问题。 本文以JY混凝土（天津）公司为例，首先，详述了研究背景及意义，叙述了研究方法；其次，对使用的相关理论进行了复习、回顾，包括：宏观环境分析理论、波特五力分析模型、SWOT分析、定位理论，以及服务营销相关理论和营销组合策略；再次，使用各种工具对JY混凝土（天津）公司面对的一般环境、产业竞争环境进行了深入剖析，并针对个体进行SWOT分析；找出来企业面对的困难和自身的优劣势，为营销策略的制定奠定了基础。 本文作者利用定位理论对企业重新进行了市场细分、目标市场选择、市场定位，为企业营销策略的制定和实施找准了方向，专注高端产品、定制服务的需求，形成了“高端营销、定制服务”的策略。最后，为营销策略的实现，制定了一系列保障措施。由于作者本人才疏学浅、涉及面区域化，存在分析不到位、研究不够深入的地方，仅希望此文分析研究能为混凝土行业发展起到一定的助推作用。
英文摘要：	At the beginning of last century, concrete was introduced into China as a new building material. In the 1960s and 1970s, with the worldwide promotion and use, the development of concrete industry in China also entered a fast lane, especially in the national engineering construction in recent decades. Under the influence of the epidemic, the progress of national infrastructure construction slowed down, the new real estate policy restricted the construction scale of real estate projects, and the demand scale of concrete market became smaller. In the past three decades, with the rapid expansion of concrete demand, the number of production enterprises has increased geometrically; At present, the entire industry has experienced regional overcapacity, and some regions have experienced vicious competition, even quality accidents. As a municipality directly under the Central Government, Tianjin's retained capacity is far greater than the market demand, which leads to disorderly competition in the market, exposing the bad intentions of a few enterprises. The quality of products in the market is mixed, which has brought varying degrees of impact to the quality management enterprises. At the same time, it has also brought an unpredictable impact on the project quality. At present, the national economic development is slowing down. How to operate and develop has become an urgent problem faced by many concrete production enterprises. This paper takes JY Concrete (Tianjin) Company as an example. First, the research background and significance are described in detail, and the research methods are described; Secondly, it reviews the relevant theories used, including macro environment analysis theory, Porter's five forces analysis model, SWOT analysis, positioning theory, and service marketing related theories and marketing mix strategies; Thirdly, the general environment and industrial competition environment faced by JY Concrete (Tianjin) Co., Ltd. are analyzed in depth with various tools, and SWOT analysis is conducted for individuals; Find out the difficulties faced by enterprises and their own advantages and disadvantages, laying the foundation for the formulation of marketing strategies. In this paper, the author used the positioning theory to re segment the market, select the target market, and position the market for the enterprise, so as to find the right direction for the formulation and implementation of the enterprise's marketing strategy, focus on the needs of high-end products and customized services, and form the strategy of "high-end marketing and customized services". Finally, a series of safeguard measures are formulated for the realization of the marketing strategy. Because the author's talent is sparse and the area involved is regional, there are some places where the analysis is not in place and the research is not deep enough. I only hope that this analysis and research can play a certain role in promoting the development of the concrete industry.
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