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论文编号：	9235
作者编号：	2220150486
上传时间：	2017/6/13 11:47:29
中文题目：	中联水泥集团公司市场营销策略研究
英文题目：	The Research of KZW company asphalt emulsifier marketing Strategy
指导老师：	许晖
中文关键字：	水泥；中联水泥集团；营销策略；营销组合策略
英文关键字：	Cement；Chinese United Group Co Ltd；marketing strategy； marketing strategy
中文摘要：	水泥虽然生产历史较长，并且目前各种新型材料不断涌现，但是其涉及到建设领域的方方面面，小到农村的房屋建设，大到国家高铁，大型桥梁，以目前的情形来看，水泥的作用尚不可取代。水泥也从传统的产品逐渐向高端，有独特要求的品种延伸，客户对产品的要求也从合格向优良、稳定转变。中联水泥集团公司成立于1999年，近年来通过联合、重组、技改、建设等方式跨越式发展，目前下属企业已遍布山东、江苏、河南、河北、安徽等省，拥有代表多条代表国内乃至世界先进水平新型干法水泥生产线，共一百余家分、子公司的大型水泥企业。目前水泥年产能1.1亿吨，商品混凝土年产能2亿立方米，骨料年产能2700万吨，总资产795亿元人民币，员工2.7万人。是国家重点扶植的大型水泥集团之一，集水泥熟料生产基地、水泥粉磨生产基地、商品混凝土生产基地为一体。我们不断创新，积极主动的为客户提供领先的、专业的、持续的、完善的技术服务支持，高保障的、快速方便的服务体系。从营销策略上，依据自身技术优势，重视品牌的建立和宣传，在夯实传统产品销售量的同时，重点突破高附加值的高端产品；通过自身完备技术服务体系，做到与客户协同开发，体现差异化，提升了客户满意度和忠诚度。从产品上，突出高端产品品牌的同时，保证品种齐全，满足客户需求，以客户价值为导向，销售渠道上根据实际情况采取直销与经销相结合的方式；倡导水泥行业的良性竞争和“价本利”的经营理念，实现合作共赢。以“全球优秀的水泥及混凝土专业服务商”为愿景，致力于为客户提供高品质绿色环保的建材产品。
英文摘要：	Cement although production has a long history, and the continuous emergence of new materials, but it relates to construction field, small to the rural housing construction to the national high-speed rail, bridges, in view of the current situation, the role of cement is irreplaceable. Cement from the traditional products gradually to the high-end, there is a unique requirements of the species extension, customer demand for products from qualified to excellent, stable transition. China United Cement Group Co., Ltd. was established in 1999. In recent years, through joint, restructuring and technological transformation, the construction of development by leaps and bounds, the subordinate enterprises across Shandong, Jiangsu, Henan, Hebei, Anhui Province, has on behalf of several representative domestic and world advanced level of new dry process cement production line, a total of dozens of more than, a subsidiary of the large cement enterprises. At present, the total assets of 15 billion yuan, annual production capacity of nearly 40 million tons is key state support of large cement group, one of, set the cement clinker production base, cement grinding production base, commodity concrete production base as a whole. From the marketing strategy, according to its own technical advantages, pay attention to brand building and promotion, while consolidating the traditional product sales, key breakthrough high added value of high-end products; through its own complete technical service system, do collaborative development with customers, reflected differences, enhance the customer satisfaction and loyalty. From the product, highlight the high-end brand products at the same time to ensure complete varieties, to meet the needs of customers, customer value oriented; sales channels according to the actual situation to take direct sales and distribution of combining; advocate healthy competition in the cement industry and "price Benli" business philosophy, to achieve win-win cooperation.
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