本文關(guān)鍵詞： 煤炭企業(yè) 山西X煤炭集團(tuán) 4PS營(yíng)銷組合 “互聯(lián)網(wǎng)+” 關(guān)系營(yíng)銷　出處：《天津商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：對(duì)于傳統(tǒng)煤炭產(chǎn)業(yè)來(lái)說(shuō),面臨著目前行業(yè)產(chǎn)能過(guò)剩、市場(chǎng)競(jìng)爭(zhēng)不足等問(wèn)題,因此各煤炭企業(yè)必須在確保老客戶不丟失的基礎(chǔ)上,盡量多的爭(zhēng)取新客戶,才能實(shí)現(xiàn)企業(yè)的持續(xù)發(fā)展。而要實(shí)現(xiàn)這一目的,就必須建立科學(xué)的市場(chǎng)營(yíng)銷策略,以指導(dǎo)企業(yè)的營(yíng)銷實(shí)踐,以通過(guò)研究達(dá)到幫助煤炭企業(yè)提升營(yíng)銷能力,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力的目的。本文旨在根據(jù)對(duì)煤炭產(chǎn)業(yè)整體發(fā)展環(huán)境分析的基礎(chǔ)上,以山西X煤炭集團(tuán)為實(shí)際研究對(duì)象,通過(guò)實(shí)地訪談等研究方法,發(fā)現(xiàn)山西X煤炭集團(tuán)目前存在的營(yíng)銷問(wèn)題,并以相應(yīng)的營(yíng)銷理論為指導(dǎo),針對(duì)問(wèn)題提出具體的營(yíng)銷策略。論文首先對(duì)國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行了綜述分析,特別是對(duì)煤炭企業(yè)的市場(chǎng)營(yíng)銷策略的研究現(xiàn)狀作出了詳細(xì)的列舉,并指出了文章的研究方法與創(chuàng)新之處;文章第二部分對(duì)市場(chǎng)營(yíng)銷的相關(guān)概念及理論進(jìn)行了闡述,特別提出了互聯(lián)網(wǎng)營(yíng)銷理念與4ps營(yíng)銷組合策略;文章第三部分針對(duì)我國(guó)整體煤炭產(chǎn)業(yè)的發(fā)展環(huán)境進(jìn)行了分析,特別指出了政策的變動(dòng)以及技術(shù)的發(fā)展對(duì)煤炭行業(yè)的影響所在,并為后文對(duì)山西X煤炭集團(tuán)的發(fā)展環(huán)境分析提供了借鑒;文章的第四部分則在此基礎(chǔ)上,首先客觀分析了山西X煤炭集團(tuán)的營(yíng)銷現(xiàn)狀,其次則應(yīng)用了實(shí)地調(diào)研訪談的方法對(duì)該集團(tuán)內(nèi)部存在的營(yíng)銷問(wèn)題從產(chǎn)品、價(jià)格、渠道和促銷四個(gè)方面進(jìn)行了分析,包括其在市場(chǎng)營(yíng)銷過(guò)程中產(chǎn)品組合供給能力不足、不同客戶差異化定價(jià)不足、煤炭產(chǎn)品營(yíng)銷渠道整合力度不足,關(guān)心營(yíng)銷理念不足導(dǎo)致與客戶溝通不足等。文章第五部分針對(duì)上述問(wèn)題提出了山西X煤炭集團(tuán)營(yíng)銷組合策略。從產(chǎn)品方面來(lái)講,應(yīng)針對(duì)客戶需求及當(dāng)前形勢(shì)優(yōu)化產(chǎn)品組合,強(qiáng)化煤炭品種優(yōu)勢(shì),開(kāi)發(fā)氣精煤、潔凈型煤并延伸產(chǎn)業(yè)鏈,加強(qiáng)產(chǎn)品質(zhì)量管理。從價(jià)格方面來(lái)講,集團(tuán)需要針對(duì)不同客戶制定差異化的價(jià)格方案,對(duì)用戶進(jìn)行分類價(jià)格管理,明確在不同市場(chǎng)情況下的價(jià)格操作方案,對(duì)價(jià)格策略進(jìn)行綜合管理。從營(yíng)銷渠道來(lái)講,集團(tuán)需要借鑒神華模式,發(fā)展B2B平臺(tái),實(shí)現(xiàn)線上線下業(yè)務(wù)的無(wú)縫鏈接,運(yùn)用“互聯(lián)網(wǎng)+”提高用戶購(gòu)買的便利性,并構(gòu)建綠色物流體系。從促銷策略來(lái)講,山西X煤炭集團(tuán)需要提升銷售管理人員素質(zhì),借助關(guān)系營(yíng)銷理念,加強(qiáng)與客戶交流并優(yōu)化公共關(guān)系。此外,集團(tuán)還要注重提升自身的服務(wù)營(yíng)銷質(zhì)量,并強(qiáng)化營(yíng)銷管理組織保障。論文最終得出結(jié)論:山西X煤炭集團(tuán)必須在當(dāng)前的“互聯(lián)網(wǎng)+”、“一帶一路”、“三期疊加”等宏觀政策的導(dǎo)向下,綜合運(yùn)用營(yíng)銷組合相關(guān)理論,通過(guò)結(jié)合目前煤炭市場(chǎng)化進(jìn)程的趨勢(shì),明確自身的營(yíng)銷問(wèn)題所在,分析自身的內(nèi)部薄弱環(huán)節(jié),嚴(yán)格實(shí)施符合自身特點(diǎn)的4PS策略。唯有如此,山西X煤炭集團(tuán)才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持競(jìng)爭(zhēng)優(yōu)勢(shì),并能夠持續(xù)、健康發(fā)展。
[Abstract]:For the traditional coal industry, it faces the problems of overcapacity and insufficient market competition in the current industry. Therefore, coal enterprises must strive for as many new customers as possible on the basis of ensuring that their old customers are not lost. In order to realize the sustainable development of the enterprise, it is necessary to establish scientific marketing strategy to guide the marketing practice of the enterprise, and to help the coal enterprise to enhance the marketing ability through the research. Based on the analysis of the overall development environment of the coal industry, this paper takes Shanxi X Coal Group as the actual research object, through field interviews and other research methods, This paper finds out the marketing problems existing in Shanxi X Coal Group, and puts forward specific marketing strategies under the guidance of the corresponding marketing theory. Firstly, this paper summarizes and analyzes the current research situation at home and abroad. In particular, the research status of marketing strategy of coal enterprises is listed in detail, and the research methods and innovations of the article are pointed out. The second part of the article describes the related concepts and theories of marketing. In the third part, the author analyzes the development environment of the whole coal industry in China, especially points out the change of policy and the influence of the development of technology on the coal industry. It also provides a reference for the analysis of the development environment of Shanxi X Coal Group. The 4th part of the article is based on the analysis of the marketing situation of Shanxi X Coal Group. Secondly, the paper applies the method of field investigation and interview to analyze the marketing problems existing in the group from four aspects: product, price, channel and promotion, including the insufficient supply capacity of product combination in the marketing process. The differential pricing of different customers is insufficient, and the integration of marketing channels of coal products is insufficient. The article 5th puts forward the marketing combination strategy of Shanxi X Coal Group aiming at the above problems. From the product aspect, we should optimize the product mix according to the customer's demand and current situation. Strengthen the superiority of coal varieties, develop clean briquette and extend industrial chain, strengthen product quality management. In terms of price, the group needs to formulate differentiated price schemes for different customers, and to manage the prices of customers according to classification. Make clear the price operation plan under different market conditions, carry on the comprehensive management to the price strategy. From the marketing channel, the group needs to draw lessons from Shenhua mode, develop B2B platform, realize the seamless link between online and offline business, The use of "Internet" to improve the convenience of users to purchase, and to build a green logistics system. From the promotion strategy, Shanxi X Coal Group needs to improve the quality of sales managers, with the help of the concept of relational marketing. Enhance communication with customers and optimize public relations. In addition, the group should focus on improving its service marketing quality. Finally, the paper draws a conclusion that Shanxi X Coal Group must apply the relevant theories of marketing mix under the guidance of current macro policies such as Internet, Belt and Road and three phases superposition. According to the current trend of coal marketization, this paper clarifies its marketing problems, analyzes its internal weak links, and strictly implements the 4PS strategy according to its own characteristics. Only in the fierce market competition can Shanxi X Coal Group maintain its competitive advantage and develop continuously and healthily.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.21

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