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论文编号：	3622
作者编号：	2220090966
上传时间：	2011/11/4 15:21:25
中文题目：	基于资源整合的山西省煤炭企业营销策略研究
英文题目：	Research on Nanjing X block reconstruction design project organziation management
指导老师：	张永强
中文关键字：	关键词:煤炭企业;市场营销策略;资源整合
英文关键字：	Key words：coal enterprise; marketing strategy; resource integration
中文摘要：	煤炭是国民经济中发挥重要作用的一种短时间不能再生的能源，从长远来看，煤炭仍将是我国主要的能源。因此，我们现在必须对煤炭资源的开发利用进行合理的配置，以保证煤炭生产的可持续发展。随着国外煤炭企业的大型集团化经营和国内石化产业、电力行业体制改革的推进，煤炭产业组织结构调整被摆上日程。山西省煤炭的企业各自具有一定的优势，把这些优势结合起来，实施山西省煤炭企业资源整合、转型发展有着非常现实的战略意义。煤炭行业是我国国民经济的重要组成部分，而山西的煤炭企业又是这个组成部分中的重中之重。但长期以来，“有水快流”的挖煤思路，在山西形成了“多、小、散、乱”的煤炭开采格局，安全系数低、技术含量小、产品附加值不高、规模效应无法显现、利润率较低，单位产品成本过高，面临的市场竞争尤为激烈，特别是市场营销策略方面存在着的一些问题，这种现状严重制约了山西省煤炭企业的市场竞争力。在此背景下本论文对山西省煤炭企业市场营销策略进行了研究。全文共分为六部分：第一部分是绪论部分，主要对文章研究背景和研究意义、研究内容和研究流程、研究方法等相关内容进行阐述。第二部分是相关理论回顾部分。主要对资源整合理论和市场营销理论进行总结，并对环境进行分析。第三部分对山西省煤炭企业发展面临的问题进行分析，着重阐述了原有煤炭企业的发展概况和存在的问题。第四部分从四个方面对山西省煤炭企业市场营销环境进行了分析，阐述了山西省煤炭资源整合的背景、现状及存在的问题，强调了山西煤炭企业资源整合的必要性。第五部分是山西煤炭企业营销战略与策略选择。第六部分是总结部分。对文章研究结论进行总结，并对研究存在的不足进行分析，据此提出研究展望。
英文摘要：	Coal is an important role to play in the national economy, an energy, in the long run, coal will remain China's main primary energy, therefore, we must carry out the development and utilization of coal resources rational allocation of resources to ensure sustainable coal development. With large-scale coal enterprises abroad group management, and domestic oil industry, power industry reform carried out organizational restructuring of the coal industry was put on the agenda. Respective coal companies in Shanxi have certain advantages, the combination of these advantages, the implementation of Shanxi Coal enterprise resource integration, restructuring and development, has a very real sense. The coal industry is an important part of our national economy, while the Shanxi coal mining enterprises in this component is the top priority. For a long time, "there is fast flow of water," the coal mining ideas, formed in Shanxi, "many small, scattered, chaotic" pattern of coal mining, coal for a large number of existing small and medium enterprises, the safety factor is low, a small tech , value-added products is not high, scale can not show, low-margin, unit product cost is too high relative to the large coal companies, facing particularly fierce competition in the market, especially in terms of marketing strategy there are some problems, this situation Shanxi Province has seriously hampered the competitiveness of coal enterprises. In this context, this paper enterprise restructuring and development of coal in Shanxi province in the study of marketing strategy. Text is divided into six parts: The first part is introduction, mainly on the background and significance of articles, content and research process, research methods and other related content to elaborate. Review of the second part is the part of the theory. The main theory of resource integration and marketing theory are summarized, and environmental analysis. The third part of the coal enterprises in Shanxi analysis of the issues facing the development, focusing on the development of the original coal company profiles and problems. The fourth part of the Shanxi coal from four aspects of business marketing environment analysis, integration of coal resources in Shanxi Province, described the background, current situation and problems, emphasizing the integration of resources in Shanxi coal enterprises need. The fifth part is the marketing of Coal Strategy and choice. Part VI is the conclusion. Summary conclusions of the article, and analysis of research gaps, whereby proposed research prospects.
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