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论文编号：	2977
作者编号：	2220080978
上传时间：	2011/3/29 10:03:45
中文题目：	山西大型焦炭企业营销策略研究
英文题目：	The Research of Marketing Strategy of
指导老师：	许晖
中文关键字：	关键词：山西焦炭 大型企业 营销策略 转型发展
英文关键字：	Key Words: Shanxi coke; large enterprises; marketing strategy; restructuring and development
中文摘要：	摘 要 山西大型焦炭企业是山西省的支柱产业之一，为山西省的经济建设做出了重要的贡献，在保障国家能源安全，促进国民经济持续快速发展中发挥了重要作用。然而，多年的粗放经营使得企业发展的边际成本越来越高，风险越来越大，经营越来越困难。我国“十二五”规划的总体方向是加快转变经济发展方式，山西省政府也要求焦化行业由粗放、高耗、低效、单一线性发展向集约、低碳、高效、多元循环发展转变，在新的形势下，山西大型焦炭企业的转型发展势在必行。转型发展是一项复杂的系统工程，涉及到市场调研、产品设计、要素重组、流程再造、营销管理等方方面面的工作，而在焦炭产品相对过剩，焦炭市场由卖方转向买方的前提下，焦炭企业的营销管理工作尤为重要，往往决定着一个企业的生死存亡，因此研究山西大型焦炭企业的营销策略对其转型发展具有重要的意义。 论文采用理论和实践相结合的方法，首先从营销哲学、购买者与市场行为、市场营销策略、内部控制四个方面对现代营销理论进行回顾和评析，为研究工作寻找充分的理论依据；接着对山西焦炭行业的发展现状与竞争格局、营销管理的现状与特点，尤其是对营销管理中存在的问题进行了深入的分析，为研究工作提供准确的现实依据；在以上工作的基础上，结合国家“十二五”规划的发展战略和山西省政府关于焦化行业发展的指导意见，从产品、价格、渠道和促销四个方面构建了山西大型焦炭企业在未来的营销工作中应循的策略，并依据相关理论提出了构建快捷的信息交流平台、成立高效的问题响应和决策机构、建立严密的销售内控制度、快速推进电子商务四条保障措施；论文最后以山西焦联电子商务股份有限公司为典型案例，利用前面的研究成果深入阐述了如何对大型焦炭营销企业进行销售策略规划的问题。
英文摘要：	Abstract Shanxi large coke enterprises are one of the pillar industries of Shanxi Province, which has made an important contribution to the economic development of Shanxi Province and played an important role in protecting of national energy security, promoting the rapid development of the national economy. However, years of extensive management makes the marginal cost of enterprise development higher and higher, the risk bigger and bigger, and the management more and more difficult. The overall direction of "Twelfth Five-Year Plan" of China is to accelerate the transformation of the economic development way, and Shanxi Provincial Government also called coke industry transform from the extensive, high-consumption, low efficiency, a single linear development to the intensive, low-carbon, efficient and diversified cycle of development. Under this situation, Restructuring and development of Shanxi large coke enterprises is in the imperative, which is a complicated systematic project, involving market research, product design, elements restructuring, business process reengineering, marketing and management etc. Under the premise of relative surplus of coke products, coke market to a buyer by the seller, enterprise marketing management is particularly important and often determine the survival of an enterprise, so it is of great significance to study on Shanxi large coke enterprises marketing strategy for its restructuring and development. This thesis by combination of theory studies and practice research, firstly reviews and assessments modern marketing theory from such aspects as marketing philosophy, buyers and market behavior, marketing strategy, and internal control, to find adequate theoretical basis for research; secondly, conducts in-depth analysis of the present state of development and the status of competition, and the status and characteristics of marketing management, especially for problems in marketing management, to provide an accurate reality basis for research work; thirdly builds strategy from four aspects of product, price, place and promotion that should be followed by Shanxi large coke enterprises in the future marketing according to the "second Five Year Plan" development strategy of China and the guidance of Shanxi provincial government on the coke industry; Finally describes into the details of how large coke companies plan marketing strategy with E-commerce Co., Ltd. of Shanxi coke union as a typical case.
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