本文選題：中鹽湖南株洲化工集團 + 市場地位�。� 參考：《湖南工業(yè)大學》2013年碩士論文

【摘要】：中鹽湖南株洲化工集團是以生產(chǎn)和經(jīng)營基本化工原料、化肥、農(nóng)藥及化學建材為主的國家大型企業(yè)和中南地區(qū)大型化工原料生產(chǎn)基地，是中國鹽業(yè)總公司的第二大二級企業(yè)，擁有鹽化工、硫化工、精細化工及化學建材等重點產(chǎn)品。該企業(yè)擁有完善的營銷網(wǎng)絡，形成了輻射國內(nèi)中部、南部、東部以及西南部的銷售網(wǎng)絡，產(chǎn)品擁有良好的市場聲譽。隨著國外化工行業(yè)的進入及國內(nèi)市場競爭的進一步加劇，中鹽湖南株州化工集團面臨著越來越激烈的市場競爭，企業(yè)要獲得更好的市場發(fā)展，必須不斷調整其營銷戰(zhàn)略并使之有效實施，這樣才能使企業(yè)在激烈的市場競爭中立于不敗之地。 本文首先闡述了國內(nèi)外關于營銷戰(zhàn)略及相關內(nèi)容的研究現(xiàn)狀，并對營銷戰(zhàn)略的相關理論進行闡述和分析；然后對中鹽湖南株洲化工集團有限公司市場營銷環(huán)境分析，在闡述該企業(yè)產(chǎn)品生產(chǎn)的特點和產(chǎn)品特性的基礎上，分析主要產(chǎn)品面臨的國內(nèi)外市場環(huán)境，并對該企業(yè)的競爭對象進行分析，然后利用SWOT方法分析企業(yè)產(chǎn)品面臨的困難與機遇；優(yōu)勢與劣勢。之后對中鹽湖南株洲化工集團有限公司營銷戰(zhàn)略進行分析和制定，根據(jù)營銷戰(zhàn)略制定的基本理論及企業(yè)的現(xiàn)狀，制定企業(yè)的產(chǎn)品定位、價格戰(zhàn)略、服務戰(zhàn)略、渠道建設戰(zhàn)略、產(chǎn)品促銷戰(zhàn)略和客戶關系管理戰(zhàn)略；最后，提出了中鹽湖南株洲化工集團有限公司營銷戰(zhàn)略，根據(jù)企業(yè)的營銷戰(zhàn)略，針對現(xiàn)實中可能存在的阻力，，通過企業(yè)渠道優(yōu)化、客戶結構調整、營銷方式轉變、高素質隊伍建設、考核機制完善、網(wǎng)絡營銷作用的強化、企業(yè)文化滲透及市場預警機制的建設等辦法來促使營銷戰(zhàn)略的有效實施。
[Abstract]:China Salt Hunan Zhuzhou Chemical Group is a large national enterprise that produces and manages basic chemical raw materials, chemical fertilizers, pesticides and chemical building materials, and a large chemical raw material production base in the central and southern regions. It is the second largest second-class enterprise of the China Salt Industry Corporation.Has salt chemical industry, sulfur chemical industry, fine chemical industry and chemical building materials and other key products.The company has a sound marketing network, forming the radiation of the central, southern, eastern and southwest of the sales network, the products have a good reputation in the market.With the entry of foreign chemical industry and the further aggravation of domestic market competition, Zhongyan Hunan Zhuzhou Chemical Group is facing more and more fierce market competition, enterprises want to obtain better market development.We must constantly adjust its marketing strategy and make it carry out effectively, so that the enterprise can be in an invincible position in the fierce market competition.In this paper, the current situation of research on marketing strategy and related contents at home and abroad, and the related theories of marketing strategy are expounded and analyzed, and then the marketing environment of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd is analyzed.Based on the analysis of the characteristics of the product production and the characteristics of the products, the paper analyzes the domestic and international market environment of the main products, and analyzes the competitive object of the enterprise, and then uses SWOT method to analyze the difficulties and opportunities faced by the enterprise products.Strengths and weaknessesThen it analyzes and formulates the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. According to the basic theory of marketing strategy and the current situation of the enterprise, it formulates the product orientation, price strategy, service strategy, channel construction strategy of the enterprise.Product promotion strategy and customer relationship management strategy. Finally, the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. is put forward. According to the marketing strategy of the enterprise, it can be optimized through the enterprise channel in view of the possible resistance in reality.In order to promote the effective implementation of marketing strategy, the adjustment of customer structure, the change of marketing mode, the construction of high quality team, the perfection of examination mechanism, the strengthening of network marketing function, the penetration of enterprise culture and the construction of market warning mechanism are all the ways to promote the effective implementation of marketing strategy.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.722

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