联系我们

论文查询结果	返回搜索

论文编号：	4617
作者编号：	2220091902
上传时间：	2012/9/19 16:56:26
中文题目：	城市供水企业营销战略研究 ———— 以太原市自来水公司为例
英文题目：	Study on the market strategy of the urban water supply company
指导老师：	韩德昌
中文关键字：	关键词：城市供水 供水企业 营销战略
英文关键字：	Key words: Urban water supply Water supply companies Market strategy
中文摘要：	水是人类赖以生存的要素，是经济发展和时代进步的生命线，是实现社会可持续发展的重要物质基础。城市供水是国民经济的重要组成部分，是一个城市的主要基础设施产业，与城市经济发展和市民的生产生活息息相关。城市供水企业则是关系国计民生的重要行业之一，因其地域垄断性，多年来一直以传统国企经营管理体制为主要运营模式，但随着市场经济的发展和城镇化步伐的加快，原有体制的弊端日益凸现。面对社会发展的新形势、新机遇和新挑战，供水企业正在加紧进行市场化改革。同时，在深化改革进程中，对水这种自然垄断性产品的市场营销也提出了更高层次的要求，市场营销已逐渐成为供水企业的核心业务和关键任务，直接关系到企业未来的生存和发展。为此，深刻分析城市供水行业的特点和存在的问题，分析供水企业市场环境、供水现状、市场需求，并科学的制定供水企业营销战略就显得十分必要和迫切，对推动供水行业良性运转、实现水资源合理利用和社会经济的可持续发展具有重大的理论和现实意义。本文以战略管理理论、环境分析理论为指导，以城市供水企业为研究对象，并以太原市自来水公司为实例，在广泛收集、查阅资料和实地调研的基础上，对城市供水企业的营销战略进行了深入研究。论文分析了城市供水行业的特点及在市场营销中存在的问题，阐述了太原市自来水公司的发展现状和面对的市场环境，采用分类用水指标法对太原市未来若干年需水量进行了预测，运用SWOT分析法指出企业的优势、劣势、机会和威胁，并对太原供水市场进行了细分。在此基础上，根据企业的总体发展战略目标，提出了以“客户、政府、企业”三者实现共赢为营销战略目标，并选择了“以成本领先为核心，辅以全面渗透”的营销战略。从可操作的层面，设计了公共关系策略、质量服务策略、市场拓展策略、销售渠道策略、组织机构策略五个方面的具体实施策略。
英文摘要：	Water is the survival of the human factor, economic development and the progress of the times the lifeline, is to achieve sustainable social development is an important material foundation. City water supply is an important part of national economy, is one of the city's main infrastructure industry, with the city's economic development and people's production and life. City water supply enterprise beneficial to the people's livelihood is one of the important industries, because of its regional monopoly, over the years has been a traditional state-owend enterprise management system as the main mode of operation, but with the development of market economy and the quickening of urbanization, the malpractice of original system increasingly protruding shows. Facing the social development new situation, new opportunities and new challenges, water supply companies are stepping up market reform. At the same time, in deepening reform process, the water of this nature monopoly products marketing also put forward a higher request, marketing has gradually become the water supply enterprise's core business and key task, directly related to the survival and development of enterprises in the future. Therefore, a profound analysis of city water supply industry characteristics and the existing problems, analysis of water supply enterprise market environment, water supply situation, market demand, and develop a scientific water supply enterprise marketing strategy is very necessary and urgent to promote the benign operation, water supply industry, realize the reasonable utilization of water resources and the sustainable development of society and economy is of great theoretical and realistic significance. Based on the theory of strategic management, environment analysis theory, market segmentation theory as the instruction, to the city water supply enterprise as the research object, and takes Taiyuan city water company as an example, the extensive collection, access to information and on the basis of field survey, the city water supply enterprise's marketing strategy is studied. The paper analyzed the city water supply industry characteristics and the problems in marketing, elaborated the Taiyuan city water company development present situation and facing the market environment, using classification water index method of Taiyuan city in the future several years water demand undertook forecasting, the use of SWOT analysis pointed out the advantage, inferior position, opportunity and menace, and on the Taiyuan water supply market segmentation. On the basis of this, according to the goal of overall development strategy, put forward with " customers, government, enterprise" three to achieve a win-win situation for the marketing strategy, and select the" leading to cost as the core, supplemented by a comprehensive penetration" of the marketing strategy. From the operational level, design the public relations strategy, quality service strategy, marketing strategy, marketing channel strategy, organizational strategy five aspects of specific implementation strategy.
查看全文：	预览  下载(下载需要进行登录)