本文選題：煉化工程企業(yè)　切入點(diǎn)：市場(chǎng)營(yíng)銷(xiāo)　出處：《山東大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：煉化工程企業(yè)是建筑行業(yè)的重要組成部分,在國(guó)民經(jīng)濟(jì)中發(fā)揮著舉足輕重的作用。近年來(lái),我國(guó)煉化工程企業(yè)呈現(xiàn)出了高速、穩(wěn)步發(fā)展的態(tài)勢(shì),取得了令人矚目的成績(jī),其對(duì)國(guó)民經(jīng)濟(jì)發(fā)展“推動(dòng)器”的效應(yīng)日益突出,已開(kāi)始扮演起國(guó)民經(jīng)濟(jì)進(jìn)一步增長(zhǎng)的關(guān)鍵角色。與此同時(shí),煉化工程行業(yè)的發(fā)展環(huán)境、市場(chǎng)格局更加復(fù)雜多變,市場(chǎng)競(jìng)爭(zhēng)的激烈程度日益提升,諸多煉化工程企業(yè)面臨著較大的發(fā)展壓力。如何以市場(chǎng)為導(dǎo)向,根據(jù)市場(chǎng)變化快速制定營(yíng)銷(xiāo)戰(zhàn)略,實(shí)施與經(jīng)營(yíng)環(huán)境、行業(yè)現(xiàn)狀、企業(yè)發(fā)展、客戶需求相適應(yīng)的策略措施,一直是眾多專(zhuān)家和企業(yè)管理者關(guān)注與研究的重大課題。 本文以煉化工程企業(yè)SC公司為例,運(yùn)用理論與實(shí)踐相結(jié)合的方法,以現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)學(xué)相關(guān)理論為支撐,運(yùn)用市場(chǎng)營(yíng)銷(xiāo)、企業(yè)管理等相關(guān)原理和方法,綜合分析相關(guān)資料,從研究SC公司所處的政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境等宏觀環(huán)境,及其面臨的國(guó)內(nèi)、國(guó)外市場(chǎng)環(huán)境與競(jìng)爭(zhēng)結(jié)構(gòu)入手,結(jié)合SC公司的內(nèi)部環(huán)境、營(yíng)銷(xiāo)現(xiàn)狀、優(yōu)劣勢(shì)分析結(jié)果,客觀提出SC公司中長(zhǎng)期發(fā)展的思路與目標(biāo),并據(jù)此為SC公司設(shè)計(jì)支持公司中長(zhǎng)期發(fā)展的國(guó)際化市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略、一體化市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略、差異化市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略方案,形成和提出了推進(jìn)系統(tǒng)內(nèi)煉化工程板塊聯(lián)合式營(yíng)銷(xiāo)、構(gòu)建完善的立體化的市場(chǎng)營(yíng)銷(xiāo)體制、有效進(jìn)行信息資源收集分析與目標(biāo)市場(chǎng)細(xì)分確立、培育良好的客戶關(guān)系、打造核心競(jìng)爭(zhēng)力、推進(jìn)品牌營(yíng)銷(xiāo)等方面的策略和建議,對(duì)SC公司市場(chǎng)營(yíng)銷(xiāo)的長(zhǎng)遠(yuǎn)規(guī)劃以及市場(chǎng)競(jìng)爭(zhēng)力的提高提供了有效參考。
[Abstract]:Refinery and chemical engineering enterprises are an important part of the construction industry and play an important role in the national economy. In recent years, the refinery and chemical engineering enterprises of our country have shown a high speed and steady development trend, and have made remarkable achievements. Its effect on the development of the national economy is becoming more and more prominent, and it has begun to play a key role in the further growth of the national economy. At the same time, the development environment of the refining and chemical engineering industry and the market pattern are becoming more complex and changeable. The fierce degree of market competition is increasing day by day, many refineries and chemical engineering enterprises are faced with great pressure of development. How to make marketing strategy, implement and manage environment, industry status quo and enterprise development quickly according to market change and market orientation, The strategies and measures that meet the customer's needs have been an important subject for many experts and enterprise managers to pay close attention to and study. This paper takes SC Company of Refining and Chemical Engineering as an example, using the method of combining theory with practice, taking the relevant theories of modern marketing and marketing as the support, applying the relevant principles and methods of marketing and enterprise management, and synthetically analyzing the relevant data. Starting with the study of the political and legal environment, the economic environment, the social and cultural environment, the technological environment, and the domestic and foreign market environment and the competitive structure of SC Company, combining the internal environment of SC Company, the marketing situation, Based on the analysis of the advantages and disadvantages, the paper objectively puts forward the ideas and objectives of the long-term development of SC Company, and designs the international marketing strategy and the integrated marketing strategy for SC Company to support the long-term development of the company. The strategy scheme of differentiated marketing has formed and put forward to promote the integrated marketing of refining and chemical engineering in the system, to construct a perfect three-dimensional marketing system, to collect and analyze information resources effectively and to establish the target market segmentation. Cultivating good customer relationship, building core competence, promoting brand marketing and other strategies and suggestions, it provides an effective reference for SC company's long-term marketing planning and the improvement of market competitiveness.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.92

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