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论文编号：	2106
作者编号：	2120051963
上传时间：	2010/4/20 14:44:39
中文题目：	电解铝企业一体化营销体系的构建研究
英文题目：	electrolytic aluminum enterprises
指导老师：	许晖
中文关键字：	电解铝企业 一体化营销体系 物流管理 服务系统
英文关键字：	electrolytic aluminum enterprises integrated marketing systems
中文摘要：	伴随着经济全球化进程加快及信息技术的飞速发展，市场竞争的全球化成为一个势不可挡的潮流。近几年来，国际、国内电解铝生产能力扩展迅猛，电解铝行业在世界范围内正面临生产能力过剩的窘境，尤其是我国国内，电解铝市场已经凸显供需严重失衡的态势。可以预见，在未来较长时间内，电解铝市场竞争必然更加剧烈，由此将引发电解铝企业面临更为艰难的销售问题。我国电解铝企业为避免陷入经营上的困境和有效应对市场变化，正在积极尝试新的营销理念和策略。我国电解铝企业的营销也开始进入了“一体化”营销阶段，构建一体化营销体系成为电解铝企业一项重点工作。本文就是以山西兆丰铝冶有限公司的营销体系为背景，以一体化营销体系理论为指导思想，研究如何构建电解铝企业的一体化营销体系。 本文共分为五章：第一章主要介绍了电解铝工业的发展前景、国内外的形势、我国电解铝企业营销体系中存在的问题，以及研究如何构建电解铝一体化营销体系的意义等；第二章介绍了在营销体系发展过程中经历的几个阶段，包括了传统营销体系的4P理论、现代营销体系的4C理论、以及一体化营销体系的雏形；第三章电解铝企业的特殊性及客户分析，本章重要介绍了电解铝产品销售的特点以及对电解铝企业客户资源、客户关系等问题的分析，以及其它影响电解铝营销绩效的成本因素和需求因素；第四章具体分析了电解铝企业构建一体化营销体系所需要解决的问题及应具备的条件、体系等；第五章一体化营销体系的策略保证，电解铝企业营销理念、内部支持系统、完善的营销培训体系、营销绩效管理及激励机制等都是一体化营销体系顺利实施的策略保证，企业要想建立完善的、有效的一体化营销体系，除了体系本身所需要的条件，其策略保证也起着至关重要的作用。 最后为结论，一体化营销重在一体化，它打破了以往仅仅以消费者为中心或以竞争为中心的营销模式，而着重于企业所有资源的综合利用，实现企业的高度一体化营销。构建一体化营销体系，是电解铝企业改变营销现状、完善营销体系、提高企业核心竞争力的发展要求。一体化营销也必将成为我国电解铝企业营销体系发展完善的一个方向。
英文摘要：	With the rapid development of the global economy and information technology, the globalization of market competition has become a kind of tide which could not be stopped. In the nearly few years, the international and domestic aluminum production capacity is enlarged rapidly, the Aluminum Craft is facing the over plus of production capacity in the world, especially in China, there is serious unbalance between supply and demand in aluminum market. And we can say, in the long time of future, the competition in domestic aluminum market will become more drastic. Hereby, domestic aluminum company has to solve the more and more difficult product sale questions. At this time, to avoid the operating difficulty and fit the change of market, domestic aluminum company is trying and operating mew Marketing conception and strategy. Chinese electrolytic aluminum enterprises have begun to enter the marketing of "integrated" marketing stage. Building an integrated marketing system has become a priority of them. This thesis is under the background of marketing system of Shanxi Zhaofeng Aluminum smelting Ltd. Co., guided by theory of Integrated Marketing System, and researches how to build an integrated system of electrolytic aluminum enterprises. The thesis consists of five chapters. Chapter 1 introduces the aluminum industry's development prospects, the situation home and abroad, the problems of Chinese electrolytic aluminum enterprises marketing systems, construction of the significance of electrolytic aluminum integrated marketing system. Chapter 2 describes several stages in the marketing system the development process. It includes the 4P theory of traditional marketing system,the 4C theory of modern marketing system, and the prototype of integrated marketing system. Chapter 3．The particularity and customer analysis of electrolytic aluminum enterprises, it introduces the characteristics of product sales and electrolytic aluminum enterprise customer resources, analyses the customer relations of enterprise, describes the elements affecting the results of marketing. Chapter 4 describes the problems needed to solve and the conditions created for structuring the electrolytic aluminum enterprises integrated marketing system. Chapter 5. The idea of marketing of electrolytic aluminum enterprise, internal support systems, perfect training system， management of marketing results and incentive institution, these play important parts in implementing the integrated marketing system smoothly. Enterprises in order to establish a sound and effective system of integrated marketing, in addition to the needs of the system itself, the supporting tactics also plays a vital role in ensuring its strategy. The last part is the conclusion. Integration is the emphasis of Integrated Marketing, it broke the marketing model of Center for compete and for consumer. All enterprises focus on the comprehensive utilization of resources, realize the highly integrated marketing. Building the integrated marketing system is the development requirements of changing the marketing status, improving the marketing system and enhancing enterprise's core competitiveness. Integrated Marketing System will be a marketing developing direction of electrolytic aluminum enterprise of China.
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