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论文编号：	2932
作者编号：	2220080951
上传时间：	2011/3/24 15:54:47
中文题目：	中文题目：航天煤化工公司大客户营销策略研究
英文题目：	英文题目：The Research of Marketing Strategy for Aerospace Coal Chemical Co.
指导老师：	许晖
中文关键字：	关键词：煤化工 市场营销 大客户营销 营销策略
英文关键字：	Keywords: Coal Chemical Iindustry，Marketing，Key Account Marketing，Marketing Strategy
中文摘要：	摘要 我国经济的高速发展依托化石能源为基础，而中国的能源禀赋为富煤、贫油、少气，煤炭资源消费占我国能源总量的比例一直在百分之七十以上，为了我国的能源战略安全，国家正在规划七个大型煤化工基地，做为洁净能源和石油化工的重要补充，这些大型煤化工基地将会产生大量的大型煤化工项目，即大客户，这是本论文研究大客户营销的行业背景。 航天煤化工公司是一个拥有核心专利技术---航天煤气化技术、且“总体技术水平处于国际领先”（行业鉴定结论）的年轻公司，不但需要优化完善正常的市场营销体系，同时面对煤化工行业出现的新形势，即：将要涌现的大客户市场，还要认真研究大客户的营销策略。面对在市场中已经稳定经营多年的老牌竞争对手，航天煤气化技术刚刚进入市场两年，如何在激烈的市场竞争中突出我们的核心技术优势，使大客户了解并接受这个新技术是本公司市场营销的挑战，也是本论文研究的主要课题，即航天煤化工公司大客户营销策略研究。 本论文应用传统市场营销理论和大客户营销理论，结合行业和本公司的实际需要，首先分析了公司当前市场营销的现状和在大客户营销方面存在的问题，然后结合实际情况创造性地构建了航天煤化工公司大客户评估体系，建立了本公司首个大客户资源库，应用漏斗原理对大客户资源库进行动态管理。本论文还重点通过SWOT分析、4P、4C等经典市场营销理论的应用，研究和探讨了航天煤化工公司大客户市场营销的策略，即差异化产品设计策略、突出核心竞争优势策略、主动营销规划策略、优化资源配置策略、组合营销方式策略、投标策略等，目的是为创建本公司大客户营销体系做出贡献，完善现有的市场营销体系，希望为企业更加科学地进行大客户营销策划提供依据。 本论文的创新之处在于首次对煤化工的市场背景和行业背景进行了分析，首次构建了本公司的大客户评估体系，并应用市场营销理论和大客户营销理论研究和探讨了本公司的大客户营销策略。
英文摘要：	Abstract China's rapid economic development is based on fossil energy, and China is rich in coal, poor in oil and not rich in gas. Coal consumption accounts for more than seventy percent of the total energy consumption. Coal is mainly used in two aspects, power generation and coal chemical industry. In the next five to ten years, the current thermal power generation technologies will be changed into the integrated coal gasification cycle combination (IGCC) technology, whose core technology is coal gasification, just like in coal chemical industry. In order to safeguard national energy security, China is planning seven large-scale coal chemical industry bases, as important addition to clean energy and petrochemical. These bases will produce a large number of large-scale coal chemical projects, that is, key account. The above is the industry background of coal chemical industry. Beijing Aerospace WanYuan Coal Chemical Engineering Technology Co.,Ltd.(ACCE) has the core patented technology --- Aerospace coal gasification technology, which is in the lead internationally (industry expert conclusion). As a young company, ACCE not only needs to optimize the regular marketing and sales system, but also to seriously studies the marketing strategy of key account when there is a new situation of springing up of big customers. Facing two competitors , the coal gasification technologies of GE’s and Shell’s, which have been stably operated for many years, Aerospace coal gasification technology, with only two years marketing experience, is challenged by highlighting the core technology and making big customers to understand and accept this new technology. This is the main topic that the thesis studies. With the traditional marketing theory, marketing theory of key account, and the industry and the company's actual needs, this paper firstly analyzes the status of the company's current marketing and the problems of key account marketing, then creatively builds the company’s key account assessment system, and sets up the company's first key account resource pool, which is managed dynamically according to the Funnel theory. This paper studies and explores the company’s key account marketing strategies with SWOT analysis and application of other classic marketing theories, such as 4P, 4C. These strategies includes product differentiation strategy, highlighting the core competitive advantage strategy, initiative marketing planning strategy, optimal resource allocation strategy, the combination of marketing strategies, bidding strategies, and so on. These are to contribute to the creation of key account marketing system, to improve the existing marketing system, hoping to provide foundation for more scientific plan of key account marketing and to offer some help to the decision-making of key account marketing activities. The innovations of this thesis are the first analysis on the market background and industry background of coal chemical industry, and the first time the company built a key account evaluation system, meanwhile the company’s key account marketing strategies are studied and discussed according to marketing theory and marketing theory of key account.
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