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论文编号：	5010
作者编号：	2220110589
上传时间：	2013/2/27 10:14:31
中文题目：	中国联合水泥山东区域营销中心的构建研究
英文题目：	Study on Constructing The Marketing Center of Shandong Management District in China United Cement Group Co., Ltd.
指导老师：	韩德昌
中文关键字：	中国联合水泥，营销中心，联合重组，管控模式
英文关键字：	China United Cement Group Co., Ltd., Marketing Center of Shandong Management District, combination of enterprises, Control mode
中文摘要：	中国联合水泥集团有限公司（以下简称中联水泥）成立于1999年，是国务院国资委管理的大型央企--中国建材集团的核心企业，香港H股上市公司--中国建材股份（HK3323）的重要业务板块，是集水泥熟料、水泥粉磨、商品混凝土生产为一体的国家重点扶持的特大型水泥集团公司。中国联合水泥经过近年在山东水泥市场的发展，目前生产基地已经遍布山东17地市中的12个地市，目前已经投产的和即将投产的基地26家，水泥、熟料产能已突破3000万吨。已投产的2500吨/日及以上熟料生产线18条，粉磨站16家；在建、拟建和收购熟料基地、粉磨基地多家。2009年山东区域销售水泥熟料2725万吨，利润也已经超过6亿元，2010年山东区域承担着销售水泥熟料2905万吨销售任务，随着新收购粉磨站的加盟，2010年实际销售量突破3000万吨已成为必然。山东省作为水泥大省，却并不是水泥强省。山东省的水泥行业存在着“大而不强”的突出问题，即产业集中度低，企业数量多，过于分散，行业规模大但缺乏强企。山东省水泥行业的价格一直是全国水泥行业的洼地。中国联合水泥的出现对这一情况有所扭转。通过联合重组，将原来一盘散沙的水泥企业进行整合，打造了一只联合舰队。2010年2月1日，山东区域营销中心正式成立。山东区域营销中心，为充分发挥中联水泥在山东区域的规模、管理、品牌、文化和协同优势，提升中联品牌在山东市场的影响力和掌控力，实现区域综合效益最大化，本着“财务监督、营销统控、基地协作”的营销一体化指导思想，抓住“内部整合管控、外部市场协同”两条运作主线，按照“价格集中决策，业务统一运作，财务有效监督”的管控模式，通过对营销资源的有效整合，实行市场统一集控式的垂直管理，做到营销业务管理的“八个统一”。
英文摘要：	China United Cement Group Co., Ltd. (hereinafter referred to as "China United Cement") was founded in 1999, is a large central enterprises of SASAC（State-Owned Assets Supervision and Administration）- the core enterprise of the China Building Material Group, an important business segment for China National Building Material Company Limited（HK3323）the H-share listed companies in Hong Kong，China United Cement Group Co., Ltd. ，as supported by the government is set cement clinker, cement grinding, commodity concrete production as one large cement conglomerate。 In recent years, with the development of Shandong cement market，her production bases throughout 12 out of 17 Prefectures in Shandong. Currently, there are 26 production bases that have already gone into production or run into production. Production capacity of cement has exceeded 30,000,000 tons. She have 18 cement clinker production lines with daily output of 2,500 tons / day and above those have already gone into production, 16 cement grinding stations. In 2009, Marketing Center of Shandong Management District sales cement 27250000 tons, profits have exceeded 600,000,000 Yuan. Marketing Center of Shandong Management District sales target is 29,050,000 tons in 2010. With the acquisition of the cement grinding station joining, the sale broke through 30,000,000 tons has become inevitable. Shandong Province is one of the provinces famous for its cement production, but not a powerful Province for its cement price. “Large production but low price of cement” is the outstanding problem in Cement Industry of Shandong Province. That is, low concentration, large production, decentralizing. In the cement industry, the cement price in Shandong province has been lower. This condition was reversed after the China United Cement Group Co., Ltd effort. Through combination of the other cement enterprises, China United Cement Group Co., Ltd. Created a Combined fleet. Marketing Center of Shandong Management District was officially opened on February 1st, 2010. In order to giving full play to advantages of scale, management, brand, culture and coordination for China United Cement Group Co., Ltd., enhancing the influence and control of power for China United Cement Group Co., Ltd. in Shandong market, let it become to one of the important means of gaining the more benefits to our company, on the principle of financial supervision、marketing management、collaboration , Marketing Center of Shandong Management District implemented vertical management, make the marketing business management "eight unity".
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