山西省煤炭產(chǎn)品營銷策略研究
發(fā)布時間：2019-01-30 09:43
【摘要】：煤炭是我國重要的一次性資源,長期以來煤炭在我國一次能源生產(chǎn)和消費結構的比例都在70%左右,而且這種現(xiàn)狀在未來幾十年都不會有大的變化。煤炭行業(yè)同時也是受經(jīng)濟形勢和國家政策影響最大的行業(yè),隨著全球經(jīng)濟一體化程度不斷加深,煤炭交易市場化程度逐步提高,加之新能源的迅速發(fā)展,煤炭開采技術的改善使得產(chǎn)量大大增加,煤炭市場由傳統(tǒng)的“賣方市場”逐漸轉變?yōu)椤百I方市場”。煤炭產(chǎn)業(yè)發(fā)展的制約因素由原來的單一資源約束變?yōu)橘Y源和市場的雙重約束,其所面臨的挑戰(zhàn)也前所未有的,山西省的煤炭產(chǎn)業(yè)也不例外。 山西省作為我國重要的煤炭能源基地和煤炭生產(chǎn)大省,未來在激烈的市場競爭環(huán)境中所面臨的的不僅僅是來自國內(nèi)其他傳統(tǒng)的煤炭資源大省和正在崛起的如內(nèi)蒙古、新疆等資源富集地的強勢趕超,而且在煤炭產(chǎn)業(yè)市場化程度日趨深化的形勢下,國際煤炭市場和發(fā)展形勢也對我省的煤炭市場形成了巨大的威脅和沖擊。山西的煤炭產(chǎn)業(yè)要順應時代的變遷和產(chǎn)業(yè)環(huán)境的變化,在明確自身發(fā)展優(yōu)勢的同時,關鍵是要深入的分析自身的相對劣勢,從經(jīng)營的體制和模式入手,對市場的變化所反饋的信息作出及時的回應,以實際的行動快速地作出應急市場變化的措施。在持續(xù)通過加大科研的力度、提高相關煤炭產(chǎn)品的質量的同時,也應該對自身的產(chǎn)品營銷的各種策略根據(jù)不同的市場、不同的時期進行一定的創(chuàng)新,保持行業(yè)決定性角色,提升核心競爭力,積極主動地取迎接新的挑戰(zhàn)。 文章的寫作過程中主要采用的是相關文獻分析、走訪調查市場、計量經(jīng)濟模型構建等研究方法,市場營銷基本的原理和需求方行為研究的普遍思路融入其中,為的是對有關山西省煤炭產(chǎn)品營銷策略進行討論。本文從以下幾個部分對山西省煤炭產(chǎn)業(yè)及其產(chǎn)品進行分析和研究：第一是就煤炭產(chǎn)品的基本內(nèi)容作了簡要的概述,進而引出了文章研究內(nèi)容的作用；第二為了能夠制定出關于山西省煤炭產(chǎn)品營銷的可行性策略,筆者重點分析了本省煤炭產(chǎn)品在市場營銷的過程中所面對的自然環(huán)境、經(jīng)濟環(huán)境、政策和社會環(huán)境,同時也應用了SWOT矩陣做了相關內(nèi)容的分析；第三,是文章研究的重點部分,該部分結合了基本的需求方行為分析理論和統(tǒng)計學的回歸模型的建立對調查問卷統(tǒng)計的數(shù)據(jù)結果進行深入剖析,通過對各種影響山西省煤炭產(chǎn)品需求方行為的因素的篩選,找出幾個關鍵影響因素。第四,參照影響山西省煤炭市場需求方行為的因素和山西省煤炭產(chǎn)品當前營銷中面臨的問題和制約條件,得出以市場觀念替代傳統(tǒng)產(chǎn)量為中心思想、明確產(chǎn)品具體市場位置、采用差別定價、創(chuàng)建強勢品牌、完善和拓展營銷渠道等方面將是制定適合山西省煤炭企業(yè)發(fā)展的具體營銷策略的依據(jù)。
[Abstract]:Coal is an important one-time resource in our country. For a long time, the proportion of coal production and consumption structure of primary energy in our country is about 70%, and this situation will not change greatly in the next few decades. At the same time, the coal industry is also the industry most affected by the economic situation and national policies. With the deepening of global economic integration, the degree of marketization of coal trading has gradually increased, and the rapid development of new energy sources. With the improvement of coal mining technology, the output is greatly increased, and the coal market has gradually changed from the traditional "seller's market" to the "buyer's market". The constraints on the development of the coal industry have changed from a single resource constraint to a dual constraint of the resources and the market, and the challenges it faces are unprecedented, and the coal industry in Shanxi Province is no exception. Shanxi Province is an important coal energy base and coal production province in our country. In the future, in the fierce market competition environment, Shanxi faces not only other traditional coal resources but also the rising Inner Mongolia. With the development of the coal industry in Xinjiang, the international coal market and the development situation have also formed a huge threat and impact to the coal market in our province. The coal industry in Shanxi should conform to the changes of the times and the changing industrial environment, and at the same time make clear its own development advantages, the key is to deeply analyze its relative disadvantages, starting with the management system and mode. Respond to the information feedback from market changes in a timely manner and act quickly to respond to market changes. While continuously increasing the scientific research efforts to improve the quality of related coal products, we should also carry out certain innovation according to different markets and different periods of time to maintain the decisive role of the industry in various marketing strategies of their own products. Enhance core competitiveness and take the initiative to meet new challenges. In the process of writing the article mainly uses the related literature analysis, visits the market, the econometric model construction and so on research method, the marketing basic principle and the demand side behavior research general thought to melt into it. In order to discuss the marketing strategy of coal products in Shanxi Province. In this paper, the coal industry and its products in Shanxi Province are analyzed and studied in the following parts: first, the basic content of coal products is briefly summarized, and then the role of the research content of the article is elicited; Second, in order to be able to formulate a feasible strategy on the marketing of coal products in Shanxi Province, the author focuses on the analysis of the natural environment, economic environment, policy and social environment faced by the province's coal products in the process of marketing. At the same time, the SWOT matrix is used to analyze the related contents. Thirdly, it is the key part of the article, which combines the basic theory of demand-side behavior analysis and the establishment of statistical regression model to analyze the results of questionnaire statistics. Through the screening of various factors affecting the demand side behavior of coal products in Shanxi Province, several key influencing factors are found out. Fourthly, referring to the factors affecting the demand side behavior of coal market in Shanxi Province and the problems and constraints faced in the current marketing of coal products in Shanxi Province, it is concluded that the central idea of replacing the traditional output with the market concept is to clarify the specific market position of the products. The adoption of differential pricing, the creation of strong brands, and the improvement and expansion of marketing channels will be the basis for formulating specific marketing strategies suitable for the development of coal enterprises in Shanxi Province.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.21
本文編號：2418005
[Abstract]:Coal is an important one-time resource in our country. For a long time, the proportion of coal production and consumption structure of primary energy in our country is about 70%, and this situation will not change greatly in the next few decades. At the same time, the coal industry is also the industry most affected by the economic situation and national policies. With the deepening of global economic integration, the degree of marketization of coal trading has gradually increased, and the rapid development of new energy sources. With the improvement of coal mining technology, the output is greatly increased, and the coal market has gradually changed from the traditional "seller's market" to the "buyer's market". The constraints on the development of the coal industry have changed from a single resource constraint to a dual constraint of the resources and the market, and the challenges it faces are unprecedented, and the coal industry in Shanxi Province is no exception. Shanxi Province is an important coal energy base and coal production province in our country. In the future, in the fierce market competition environment, Shanxi faces not only other traditional coal resources but also the rising Inner Mongolia. With the development of the coal industry in Xinjiang, the international coal market and the development situation have also formed a huge threat and impact to the coal market in our province. The coal industry in Shanxi should conform to the changes of the times and the changing industrial environment, and at the same time make clear its own development advantages, the key is to deeply analyze its relative disadvantages, starting with the management system and mode. Respond to the information feedback from market changes in a timely manner and act quickly to respond to market changes. While continuously increasing the scientific research efforts to improve the quality of related coal products, we should also carry out certain innovation according to different markets and different periods of time to maintain the decisive role of the industry in various marketing strategies of their own products. Enhance core competitiveness and take the initiative to meet new challenges. In the process of writing the article mainly uses the related literature analysis, visits the market, the econometric model construction and so on research method, the marketing basic principle and the demand side behavior research general thought to melt into it. In order to discuss the marketing strategy of coal products in Shanxi Province. In this paper, the coal industry and its products in Shanxi Province are analyzed and studied in the following parts: first, the basic content of coal products is briefly summarized, and then the role of the research content of the article is elicited; Second, in order to be able to formulate a feasible strategy on the marketing of coal products in Shanxi Province, the author focuses on the analysis of the natural environment, economic environment, policy and social environment faced by the province's coal products in the process of marketing. At the same time, the SWOT matrix is used to analyze the related contents. Thirdly, it is the key part of the article, which combines the basic theory of demand-side behavior analysis and the establishment of statistical regression model to analyze the results of questionnaire statistics. Through the screening of various factors affecting the demand side behavior of coal products in Shanxi Province, several key influencing factors are found out. Fourthly, referring to the factors affecting the demand side behavior of coal market in Shanxi Province and the problems and constraints faced in the current marketing of coal products in Shanxi Province, it is concluded that the central idea of replacing the traditional output with the market concept is to clarify the specific market position of the products. The adoption of differential pricing, the creation of strong brands, and the improvement and expansion of marketing channels will be the basis for formulating specific marketing strategies suitable for the development of coal enterprises in Shanxi Province.
【學位授予單位】：內(nèi)蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.21
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