發(fā)布時間：2018-06-28 04:10

  本文選題：建筑業(yè) + 水利水電��； 參考：《電子科技大學》2013年碩士論文

【摘要】：營銷管理體系是全面指導公司市場營銷工作的體系文件,是公司生存、持續(xù)發(fā)展和保持競爭力的首要因素,是面向市場又與企業(yè)內部聯(lián)系密切的體系,其包括保障市場營銷工作順利開展的機構和部門。水利水電施工企業(yè)在經歷一系列的改制和建立現(xiàn)代企業(yè)制度的發(fā)展階段,隨著市場競爭的不斷加劇,如今根據(jù)國家相關發(fā)展政策和行業(yè)本身所處的發(fā)展階段,必須走向多元化和國際化,業(yè)務板塊逐步增多,公司從單一的施工公司向綜合型公司轉型。在企業(yè)轉型的過程中,如何全面引入營銷管理理論和戰(zhàn)略理論,依靠先進的管理理論和組織理論,在企業(yè)內部建立以市場營銷為引領,建立營銷管理的主導地位,切實開展生產經營活動,按照多元化經營的要求和國際化的視野組織和配置資源,實現(xiàn)管理提升和轉型升級,是一項關鍵的任務和課題。中國水電九局有限公司是伴隨共和國水利水電工程施工的發(fā)展而成立和發(fā)展起來的,其發(fā)展歷程是水利水電施工行業(yè)和公司發(fā)展的一個縮影。本文通過對我國建筑行業(yè)的發(fā)展現(xiàn)狀和市場情況進行分析,結合中國水電九局有限公司的基本發(fā)展情況和面臨的市場環(huán)境的分析,全面分析中國水電九局有限公司公司所處的環(huán)境,指出了中國水電九局有限公司公司的發(fā)展的必然戰(zhàn)略選擇;通過引入營銷管理理論和戰(zhàn)略理論、關系營銷和整合營銷理論、組織結構理論、業(yè)務流程再造理論、企業(yè)文化理論等的相關知識,全面深入分析中國水電九局有限公司營銷體系的現(xiàn)狀和存在的問題和不足,從而提出中國水電九局有限公司公司市場營銷體系優(yōu)化方案的總體思路;分別從組織結構優(yōu)化策略、業(yè)務流程優(yōu)化策略、營銷組合策略上對中國水電九局有限公司公司營銷體系進行了優(yōu)化;營銷組合策略的優(yōu)化包括了營銷觀念的轉變、營銷渠道的優(yōu)化、報價策略的優(yōu)化、施工業(yè)績的優(yōu)化、市場促銷和推廣方式的優(yōu)化、營銷策略優(yōu)化等內容;并對方案實施的各種保障措施進行了全面的分析,對方案實施后的效果進行相關指標評價。本文理論聯(lián)系實際,研究所取得的成果具有普遍意義和現(xiàn)實意義。
[Abstract]:The marketing management system is the system document that guides the company's marketing work in an all-round way. It is the primary factor for the company to survive, develop continuously and maintain the competitive power. It is also a market-oriented system which is closely connected with the internal enterprise. It includes the organization and department that ensure the smooth development of marketing work. Water conservancy and hydropower construction enterprises are going through a series of stages of reform and the establishment of modern enterprise system. With the increasing competition in the market, the development stage of water conservancy and hydropower construction enterprises is now based on the relevant national development policies and the development stage of the industry itself. Must move towards diversification and internationalization, business plate gradually increased, the company from a single construction company to a comprehensive company transformation. In the process of enterprise transformation, how to fully introduce marketing management theory and strategic theory, rely on advanced management theory and organization theory, establish the leading position of marketing management in the enterprise. It is a key task and subject to carry out production and management activities, organize and allocate resources according to the requirements of diversified management and international vision, and realize management promotion and transformation and upgrading. China National Hydropower Nine Bureau Co., Ltd. was established and developed with the development of water conservancy and hydropower project construction in the Republic, and its development course is a microcosm of the development of water conservancy and hydropower construction industry and company. Based on the analysis of the development situation and market situation of China's construction industry, combined with the basic development situation and market environment of China National Hydropower Nine Bureau Limited Company, This paper analyzes the environment of China Hydropower Nine Bureau Co., Ltd., and points out the inevitable strategic choice for the development of China Hydropower Nine Bureau Co., Ltd., through the introduction of marketing management theory and strategic theory, relationship marketing and integrated marketing theory, The related knowledge of organization structure theory, business process reengineering theory, enterprise culture theory, etc., comprehensively and deeply analyzes the current situation, existing problems and shortcomings of the marketing system of China Nine Bureau of Hydropower and electricity Co., Ltd. Therefore, the general idea of marketing system optimization scheme of China Nine Bureau of Hydropower Corporation is put forward, respectively from the organizational structure optimization strategy, business process optimization strategy, The marketing combination strategy optimizes the marketing system of China Hydropower Nine Bureau Co., Ltd. The optimization of marketing combination strategy includes the transformation of marketing concept, the optimization of marketing channel, the optimization of quotation strategy, the optimization of construction performance, The optimization of marketing promotion and promotion mode, the optimization of marketing strategy and so on, and the comprehensive analysis of various safeguard measures for the implementation of the scheme, and the evaluation of the effect of the scheme after the implementation of the scheme. This paper combines theory with practice, the research results have universal and practical significance.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.61;F426.91

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相關期刊論文 前1條

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本文編號：2076673