本文關鍵詞： 聯合重組 NF水泥 水泥營銷 現狀 改進策略　出處：《南昌大學》2015年碩士論文　論文類型：學位論文

【摘要】：水泥是一種粉末狀水硬性無機膠凝材料,作為建材產品中的一種,在國民經濟建設中的重要不可取代。到目前為止,人類還沒有發(fā)現和研制出可以取代水泥的替代產品,可想而知,水泥在建設中的重要性和戰(zhàn)略地位。2013年全國水泥的實際產能已達32.9億噸,產能富余程度超過30%,全國水泥需求量近24億噸,供大于求,產能嚴重過剩,市場過度競爭,行業(yè)利潤水平偏低。水泥行業(yè)是嚴重過剩的傳統行業(yè),市場過度競爭,水泥產品又是高度同質化的產品,水泥行業(yè)經過2007年之后的大規(guī)模的聯合重組之后,市場逐漸進入相對健康合理的發(fā)展軌道。隨著價格、促銷政策等營銷策略的同質化,營銷戰(zhàn)略的研究成為營銷發(fā)展的優(yōu)先策略。論文以浙江NF水泥有限公司為研究對象,進行了大量的調研與資料收集工作,深入了解浙江NF水泥有限公司營銷戰(zhàn)略的建設現狀,并對調查結果進行客觀分析,通過總結浙江NF水泥有限公司在近幾年營銷戰(zhàn)略建設工作中存在的問題。論文基于公司所處的內外部經營環(huán)境、區(qū)域市場特點以及公司自身存在的不足,探索解決營銷戰(zhàn)略建設工作的方法和思路。通過研究認為加強浙江NF水泥有限公司的營銷戰(zhàn)略研究必須建立總部市場協調機制,確定內部各交叉市場的主管區(qū)域公司,同時加強營銷管理人員隊伍建設,注重地域差異,優(yōu)化營銷戰(zhàn)略設計,增值服務和支持,促進經銷商轉型與提升,并完善渠道和經銷商的管理,注重客戶服務體系和物流配送體系的建設,最終打造一個健全的浙江NF水泥有限公司的營銷戰(zhàn)略。通過對浙江NF水泥有限公司營銷戰(zhàn)略的研究,力求使浙江NF水泥有限公司公司在日益激烈的市場競爭中,逐步形成競爭優(yōu)勢,獲得持久的發(fā)展動力,同時對行業(yè)相關企業(yè)的營銷戰(zhàn)略建設也將產生借鑒作用。
[Abstract]:Cement is a kind of powdered hydro inorganic cementing material. As a kind of building materials, it is important and irreplaceable in the national economic construction. So far. Human beings have not found and developed alternative products that can replace cement. It can be imagined that cement plays an important and strategic role in construction. In 2013, the actual capacity of cement in China has reached 3.29 billion tons. The surplus of production capacity is more than 30%, the national cement demand is nearly 2.4 billion tons, the supply exceeds the demand, the overcapacity is serious, the market is excessively competitive, the industry profit level is on the low side, the cement industry is the serious surplus traditional industry. Excessive competition in the market, cement products are highly homogeneous products, cement industry after 2007 after the large-scale joint restructuring, the market gradually entered a relatively healthy and reasonable development track. With the price. Sales promotion policy and other marketing strategies homogenization, marketing strategy research has become the priority strategy of marketing development. This paper takes Zhejiang NF cement Co., Ltd. as the research object, carried out a lot of research and data collection. Deeply understand the construction of marketing strategy of Zhejiang NF cement Co., Ltd., and objectively analyze the results of the investigation. Through summing up the problems of Zhejiang NF cement Co., Ltd in the construction of marketing strategy in recent years. Based on the company's internal and external business environment, regional market characteristics and the company's own shortcomings. Through the research, the author thinks that it is necessary to establish the headquarters market coordination mechanism to strengthen the marketing strategy research of Zhejiang NF cement Co., Ltd. At the same time, strengthen the construction of marketing managers, pay attention to regional differences, optimize the design of marketing strategy, value-added services and support, promote the transformation and promotion of dealers. And improve the management of channels and distributors, and pay attention to the construction of customer service system and logistics distribution system. Finally, to create a sound marketing strategy of Zhejiang NF cement Co., Ltd. Through the study of marketing strategy of Zhejiang NF cement Co., Ltd. Strive to make Zhejiang NF cement Co., Ltd. in the increasingly fierce market competition, gradually form a competitive advantage, to obtain a lasting development momentum. At the same time, the marketing strategy construction of industry-related enterprises will also be used for reference.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.71;F274

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相關期刊論文 前1條

1 陳遠強;羅林;;水泥銷售的戰(zhàn)略思考[J];現代經濟信息;2011年06期

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本文編號：1473987