本文選題：市場(chǎng)營(yíng)銷　切入點(diǎn)：煤礦安全技術(shù)裝備　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：首先,本文介紹了一些關(guān)于市場(chǎng)營(yíng)銷的基礎(chǔ)理論,在此基礎(chǔ)上,介紹了其中常見的分析模型。.之后,簡(jiǎn)要介紹了煤科院的相關(guān)背景,隨后分析了煤礦安全技術(shù)裝備市場(chǎng)的現(xiàn)行營(yíng)銷管理的有關(guān)情況。然后,分別從宏觀和微觀兩個(gè)方面對(duì)煤礦安全技術(shù)裝備市場(chǎng)營(yíng)銷環(huán)境進(jìn)行了分析。在政治環(huán)境,經(jīng)濟(jì)、社會(huì)文化以及技術(shù)環(huán)境方面運(yùn)用了 PEST分析法。在分析煤科院的競(jìng)爭(zhēng)形勢(shì),供應(yīng)商及買方議價(jià)能力和潛在競(jìng)爭(zhēng)者時(shí)運(yùn)用了五力分析模型,在分析內(nèi)外部條件時(shí)運(yùn)用了經(jīng)典的SWOT分析法。根據(jù)市場(chǎng)營(yíng)銷的基礎(chǔ)理論和對(duì)市場(chǎng)情況與自身情況的分析,在產(chǎn)品,價(jià)格,分銷渠道、促銷等方面對(duì)煤科院煤礦安全技術(shù)裝備提出了具體的營(yíng)銷方案建議,并提出相應(yīng)的實(shí)施保障措施,這些措施包括:建立與營(yíng)銷有關(guān)的高效的信息系統(tǒng);使?fàn)I銷組織得以完善的舉措,強(qiáng)化營(yíng)銷后續(xù)服務(wù)能力等�；谝陨戏治�,本文最后得到結(jié)論:煤科院應(yīng)該充分利用自身的優(yōu)勢(shì),與市場(chǎng)相結(jié)合,多方采取措施提高自身產(chǎn)品的市場(chǎng)知名度。在市場(chǎng)細(xì)分的基礎(chǔ)上,擴(kuò)大市場(chǎng)個(gè)性化需求產(chǎn)品的研發(fā),加強(qiáng)產(chǎn)品的營(yíng)銷力度,進(jìn)一步降低生產(chǎn)成本,為客戶創(chuàng)造更大的價(jià)值。要對(duì)既有的營(yíng)銷策略進(jìn)行全面優(yōu)化和調(diào)整,在充分發(fā)揮其產(chǎn)品技術(shù)優(yōu)勢(shì)的基礎(chǔ)上,優(yōu)化完善營(yíng)銷策略,在產(chǎn)品、價(jià)格、分銷渠道以及品牌策略的制定上,更具市場(chǎng)發(fā)展需要,更有針對(duì)性,為煤科院市場(chǎng)營(yíng)銷工作很好的開展提供強(qiáng)有力的理論支撐。本文應(yīng)用啟示:本文在分析煤科院煤礦安全技術(shù)裝備市場(chǎng)營(yíng)銷現(xiàn)狀及行業(yè)環(huán)境的基礎(chǔ)上,客觀的分析了其自身優(yōu)劣勢(shì)。結(jié)合其自身優(yōu)勢(shì),并在規(guī)避自身劣勢(shì)的基礎(chǔ)上,提出了營(yíng)銷策略實(shí)施保障舉措。這些優(yōu)化措施的提出,為煤科院今后的市場(chǎng)營(yíng)銷策略高效實(shí)施,具有重大的參考價(jià)值。對(duì)煤礦安全技術(shù)裝備行業(yè)類似企業(yè)營(yíng)銷策略的制定,具有較強(qiáng)的指導(dǎo)意義。
[Abstract]:First of all, this paper introduces some basic theories about marketing, and then introduces some common analysis models, and then briefly introduces the relevant background of the Academy of Coal Sciences. Then it analyzes the current marketing management of coal mine safety technology equipment market. Then, it analyzes the marketing environment of coal mine safety technology equipment from macro and micro aspects. In terms of social culture and technical environment, the PEST analysis method is used. The five-force analysis model is used to analyze the competitive situation of the Academy of Coal Sciences, the bargaining power of suppliers and buyers and potential competitors. In the analysis of internal and external conditions, the use of classical SWOT analysis. According to the basic theory of marketing and the analysis of the market situation and their own situation, in the product, price, distribution channels, In the aspects of sales promotion and other aspects, the author puts forward specific marketing proposals for coal mine safety technical equipment, and puts forward the corresponding implementation guarantee measures, which include: establishing an efficient information system related to marketing; Based on the above analysis, this paper draws a conclusion: the Academy of Coal Sciences should make full use of its own advantages and combine with the market. Various measures should be taken to improve the market visibility of their products. On the basis of market segmentation, we should expand the research and development of individualized products in the market, strengthen the marketing of products, and further reduce production costs. It is necessary to optimize and adjust the existing marketing strategy, optimize and perfect the marketing strategy on the basis of giving full play to the technical advantages of the product, and improve the marketing strategy in the product, price, etc. Distribution channels and brand strategy formulation, more market development needs, more targeted, This paper provides a strong theoretical support for the marketing work of the Academy of Coal Sciences. This paper applies enlightenment: this paper analyzes the marketing situation and the industry environment of the coal mine safety technical equipment in the Academy of Coal Sciences. This paper objectively analyzes its own advantages and disadvantages, combines its own advantages and disadvantages, and on the basis of avoiding its own disadvantages, puts forward the measures to implement the guarantee of marketing strategy. These optimization measures are put forward for the effective implementation of the marketing strategy of the Academy of Coal Sciences in the future. It is of great reference value and has a strong guiding significance for the formulation of marketing strategy of similar enterprises in coal mine safety technology equipment industry.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李寶琛;;淺析品牌定位在市場(chǎng)營(yíng)銷戰(zhàn)略中的地位[J];現(xiàn)代營(yíng)銷(下旬刊);2017年02期

2 杜瑋;;市場(chǎng)營(yíng)銷組合及影響因素分析[J];中國(guó)商論;2017年02期

3 楊艷;;市場(chǎng)細(xì)分理論下營(yíng)銷策略的搭建分析[J];商業(yè)經(jīng)濟(jì);2017年02期

4 閆艷;;試論市場(chǎng)營(yíng)銷中的品牌定位[J];知識(shí)經(jīng)濟(jì);2017年04期

5 趙遠(yuǎn)勝;楊艷;;市場(chǎng)營(yíng)銷渠道管理的途徑分析[J];商業(yè)經(jīng)濟(jì);2017年01期

6 唐靜;;客戶關(guān)系管理在市場(chǎng)營(yíng)銷中的應(yīng)用[J];企業(yè)改革與管理;2017年01期

7 蘇穎;;客戶關(guān)系管理在企業(yè)市場(chǎng)營(yíng)銷中的作用剖析[J];現(xiàn)代經(jīng)濟(jì)信息;2017年01期

8 李永生;;轉(zhuǎn)變營(yíng)銷策略 搶占市場(chǎng)先機(jī)[J];中國(guó)電力企業(yè)管理;2017年01期

9 李曉勇;;市場(chǎng)營(yíng)銷組合及影響因素分析[J];商場(chǎng)現(xiàn)代化;2016年23期

10 閻宏毅;;市場(chǎng)營(yíng)銷演進(jìn)及營(yíng)銷管理變革綜述[J];中小企業(yè)管理與科技(上旬刊);2016年02期

相關(guān)博士學(xué)位論文 前2條

1 劉忠東;營(yíng)銷渠道管理創(chuàng)新機(jī)理研究[D];武漢理工大學(xué);2007年

2 張建;企業(yè)營(yíng)銷質(zhì)量研究[D];吉林大學(xué);2006年

相關(guān)碩士學(xué)位論文 前5條

1 馬傳智;CE裝備制造公司海外服務(wù)營(yíng)銷案例研究[D];鄭州大學(xué);2016年

2 唐靜;中鐵南方工程裝備有限公司橋梁鋼結(jié)構(gòu)市場(chǎng)營(yíng)銷策略研究[D];西南交通大學(xué);2016年

3 程劍新;大同煤礦集團(tuán)煤炭營(yíng)銷策略研究[D];天津大學(xué);2010年

4 尚慶雨;煤炭科學(xué)研究總院改革與發(fā)展研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2007年

5 李理;營(yíng)銷傳播的整合和實(shí)施研究[D];天津大學(xué);2004年

，

本文編號(hào)：1609403