福建金龍稀土有限公司營銷策略研究
發(fā)布時間：2018-08-23 09:48
【摘要】：2016年10月,國家工業(yè)和信息化部關于印發(fā)稀土行業(yè)發(fā)展規(guī)劃(2016-2020年)工信部規(guī)[2016]319號,這意味著中國稀土產業(yè)的前景非常樂觀。隨著人們生活水平的提高和社會經濟的快速發(fā)展,人們需求的提升,提高了稀土市場的供應需求。雖然全球稀土市場中國產稀土的市場占有率達到驚人的90%以上,但是環(huán)境的破壞、初級加工落后的生產、人力成本上漲、出口配額限制等因素影響,使得稀土企業(yè)的市場面臨市場環(huán)境日趨復雜。企業(yè)只有適應現(xiàn)在的市場需求,提供適應企業(yè)的市場營銷策略,才能在激烈的全球競爭市場中取得先機。否則隨著國內行業(yè)競爭的加劇、出口難度的提高、人力資源成本的不斷上漲、原材料市場的資源枯竭將讓企業(yè)在市場中面臨嚴峻的考驗。當前社會中,企業(yè)的銷售模式都要創(chuàng)新,傳統(tǒng)的銷售模式已經面臨淘汰,中國稀土企業(yè)的發(fā)展同樣面臨著嚴峻的考驗,改革創(chuàng)新已經是刻不容緩。論文以福建金龍稀土公司為研究對象,通過對本公司現(xiàn)行營銷方式的研究,分析當前的環(huán)境因素以及本公司經營管理存在的缺陷問題,針對國內稀土的實際情況結合市場營銷的相關理論,擬定金龍稀土的營銷策略,建立對應的營銷中心及實施細則。論文認為,健全企業(yè)管理機制,優(yōu)化企業(yè),提升企業(yè)的品牌文化,構建以客人為中心的服務體系,提升企業(yè)的競爭能力,是企業(yè)可持續(xù)發(fā)展的首要問題。建立完善的營銷中心,是當前企業(yè)開拓市場的先決條件。本文主要研究了國內傳統(tǒng)企業(yè)中改革發(fā)展中所存在的一些問題,并對這些問題進行討論解決。為我國的稀土行業(yè)日后的發(fā)展提供了比較有價值的參考。
[Abstract]:In October 2016, the Ministry of Industry and Information Technology issued guidelines [2016] 319 of the Ministry of Industry and Information Technology on the development plan for the rare earth industry (2016-2020), which means that the future of China's rare earth industry is very optimistic. With the improvement of people's living standard and the rapid development of social economy and the improvement of people's demand, the supply demand of rare earth market has been increased. Although the market share of Chinese rare earths in the global rare earths market has reached an astonishing 90%, environmental damage, backward production in primary processing, rising labor costs, export quota restrictions, and other factors affect it. Make the market of rare earth enterprise face market environment day by day complex. Only by adapting to the current market demand and providing the marketing strategy of the enterprise, can the enterprise obtain the first chance in the fierce global competition market. Otherwise, with the aggravation of the domestic industry competition, the increase of export difficulty, the rising of human resource cost, the resource depletion of raw material market will make enterprises face a severe test in the market. In the current society, the sales mode of enterprises should be innovated, the traditional sales model has been eliminated, and the development of rare earth enterprises in China is also facing a severe test, so it is urgent to reform and innovate. This paper takes Fujian Jinlong rare Earth Company as the research object, through the research of the company's current marketing methods, analyzes the current environmental factors and the defects of the company's management. According to the actual situation of rare earths in China and the relevant theories of marketing, the marketing strategy of Jinlong rare earth is drawn up, and the corresponding marketing center and implementation rules are established. The paper holds that it is the most important problem for the sustainable development of an enterprise to perfect the enterprise management mechanism, optimize the enterprise, promote the brand culture of the enterprise, construct the service system centered on the guest, and enhance the competition ability of the enterprise. The establishment of a sound marketing center is a prerequisite for the current enterprise to open up the market. This paper mainly studies some problems existing in the reform and development of domestic traditional enterprises, and discusses and resolves these problems. It provides valuable reference for the future development of rare earth industry in China.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426
本文編號：2198677
[Abstract]:In October 2016, the Ministry of Industry and Information Technology issued guidelines [2016] 319 of the Ministry of Industry and Information Technology on the development plan for the rare earth industry (2016-2020), which means that the future of China's rare earth industry is very optimistic. With the improvement of people's living standard and the rapid development of social economy and the improvement of people's demand, the supply demand of rare earth market has been increased. Although the market share of Chinese rare earths in the global rare earths market has reached an astonishing 90%, environmental damage, backward production in primary processing, rising labor costs, export quota restrictions, and other factors affect it. Make the market of rare earth enterprise face market environment day by day complex. Only by adapting to the current market demand and providing the marketing strategy of the enterprise, can the enterprise obtain the first chance in the fierce global competition market. Otherwise, with the aggravation of the domestic industry competition, the increase of export difficulty, the rising of human resource cost, the resource depletion of raw material market will make enterprises face a severe test in the market. In the current society, the sales mode of enterprises should be innovated, the traditional sales model has been eliminated, and the development of rare earth enterprises in China is also facing a severe test, so it is urgent to reform and innovate. This paper takes Fujian Jinlong rare Earth Company as the research object, through the research of the company's current marketing methods, analyzes the current environmental factors and the defects of the company's management. According to the actual situation of rare earths in China and the relevant theories of marketing, the marketing strategy of Jinlong rare earth is drawn up, and the corresponding marketing center and implementation rules are established. The paper holds that it is the most important problem for the sustainable development of an enterprise to perfect the enterprise management mechanism, optimize the enterprise, promote the brand culture of the enterprise, construct the service system centered on the guest, and enhance the competition ability of the enterprise. The establishment of a sound marketing center is a prerequisite for the current enterprise to open up the market. This paper mainly studies some problems existing in the reform and development of domestic traditional enterprises, and discusses and resolves these problems. It provides valuable reference for the future development of rare earth industry in China.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426
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，本文編號：2198677
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