本文選題：冀中能源峰峰集團(tuán)　切入點(diǎn)：煤炭業(yè)務(wù)　出處：《昆明理工大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),隨著國(guó)家對(duì)環(huán)境保護(hù)的重視和對(duì)節(jié)能減排的大力推進(jìn),煤炭生產(chǎn)企業(yè)積極響應(yīng)國(guó)家的號(hào)召,奉行“環(huán)保、低碳、節(jié)能、綠色”的宗旨,并將其作為企業(yè)發(fā)展的戰(zhàn)略目標(biāo)。在生產(chǎn)經(jīng)營(yíng)過(guò)程中,嚴(yán)格把控,做到既提升了煤炭產(chǎn)品的利用率,又提高了企業(yè)的經(jīng)濟(jì)效益。伴隨新煤炭市場(chǎng)的快速發(fā)展以及煤炭產(chǎn)品種類(lèi)的日趨豐富,大批不同規(guī)模的煤炭相關(guān)企業(yè)進(jìn)入到煤炭行業(yè),一方面使得現(xiàn)階段的煤炭產(chǎn)品市場(chǎng)呈現(xiàn)出購(gòu)銷(xiāo)兩旺的景象,另一方面加劇了煤炭行業(yè)的內(nèi)部競(jìng)爭(zhēng)程度。為了擴(kuò)大市場(chǎng)占有率,在市場(chǎng)競(jìng)爭(zhēng)中始終保持競(jìng)爭(zhēng)優(yōu)勢(shì),國(guó)內(nèi)外諸多煤炭產(chǎn)品生產(chǎn)商開(kāi)始探索轉(zhuǎn)變公司發(fā)展戰(zhàn)略和營(yíng)銷(xiāo)策略的新途徑。因此,從煤炭生產(chǎn)者的角度對(duì)企業(yè)營(yíng)銷(xiāo)策略進(jìn)行分析和研究,并對(duì)市場(chǎng)營(yíng)銷(xiāo)策略中出現(xiàn)的問(wèn)題進(jìn)行系統(tǒng)性的研究和分析,進(jìn)而為企業(yè)在新的市場(chǎng)形勢(shì)下制定營(yíng)銷(xiāo)戰(zhàn)略,改善營(yíng)銷(xiāo)手段提供有效的方法。對(duì)于企業(yè)的穩(wěn)定生存和長(zhǎng)遠(yuǎn)發(fā)展具有重要的理論價(jià)值和實(shí)踐價(jià)值。本文以冀中能源峰峰集團(tuán)作為研究對(duì)象,主要研究冀中能源峰峰集團(tuán)的營(yíng)銷(xiāo)策略。首先重點(diǎn)分析了冀中能源峰峰集團(tuán)所在市場(chǎng)的外部環(huán)境和內(nèi)部環(huán)境的特點(diǎn)以及公司自身所具備的優(yōu)勢(shì)和劣勢(shì),其次對(duì)其營(yíng)銷(xiāo)市場(chǎng)、競(jìng)爭(zhēng)對(duì)手和目標(biāo)客戶進(jìn)行了詳細(xì)的分析,并運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論挖掘煤炭產(chǎn)品營(yíng)銷(xiāo)方式,最后在結(jié)合理論分析和公司現(xiàn)狀的基礎(chǔ)上,研究并提出適合冀中能源峰峰集團(tuán)發(fā)展的煤炭營(yíng)銷(xiāo)策略方案。通過(guò)本文的研究發(fā)現(xiàn),冀中能源峰峰集團(tuán)的優(yōu)勢(shì)在于人力資源組織結(jié)構(gòu)比較合理,具有較強(qiáng)的市場(chǎng)應(yīng)變能力和市場(chǎng)探索經(jīng)驗(yàn),擁有一定市場(chǎng)知名度,生產(chǎn)設(shè)備先進(jìn)、產(chǎn)品價(jià)格優(yōu)勢(shì)和質(zhì)量保證等;劣勢(shì)主要有內(nèi)部管理制度執(zhí)行力度不夠且缺乏監(jiān)督機(jī)制,此外,研發(fā)能力不足,產(chǎn)品多樣穩(wěn)定性程度不夠,銷(xiāo)售區(qū)域廣管理難度大等顯著問(wèn)題。對(duì)此,研究提出了適合冀中能源峰峰集團(tuán)的營(yíng)銷(xiāo)策略,并建議冀中能源峰峰集團(tuán)可以采取產(chǎn)品策略、定價(jià)策略、促銷(xiāo)策略、渠道暢通策略等提升公司營(yíng)銷(xiāo)水平,實(shí)現(xiàn)公司長(zhǎng)遠(yuǎn)發(fā)展。
[Abstract]:In recent years, with the attention of the state to environmental protection and the vigorous promotion of energy conservation and emission reduction, coal production enterprises have responded positively to the call of the state and pursued the aim of "environmental protection, low carbon, energy conservation, green". And regard it as the strategic goal of enterprise development. In the process of production and operation, strictly control it, which not only improves the utilization ratio of coal products, but also improves the utilization ratio of coal products. With the rapid development of the new coal market and the increasing variety of coal products, a large number of coal-related enterprises of different sizes have entered the coal industry. On the one hand, it makes the coal product market at this stage present a scene of two prosperous purchases and sales, on the other hand, it intensifies the degree of internal competition in the coal industry. In order to expand its market share, it will always maintain its competitive advantage in the market competition. Many coal product producers at home and abroad have begun to explore new ways to change the company's development strategy and marketing strategy. Therefore, from the perspective of the coal producer, the enterprise marketing strategy is analyzed and studied. And the problems in the marketing strategy are systematically studied and analyzed, and then the marketing strategy is formulated for the enterprise under the new market situation. Improving marketing means provides effective methods. It has important theoretical and practical value for the stable survival and long-term development of enterprises. This paper takes the Jizhong Energy Fengfeng Group as the research object. This paper mainly studies the marketing strategy of Jizhong Energy Fengfeng Group. Firstly, it analyzes the characteristics of the external and internal environment of the Jizhong Energy Fengfeng Group's market, as well as the advantages and disadvantages of the company itself. Secondly, it analyzes the marketing market of Jizhong Energy Fengfeng Group. The competitors and target customers are analyzed in detail, and the marketing theory is used to excavate the marketing methods of coal products. Finally, on the basis of combining the theoretical analysis with the current situation of the company, Through the research of this paper, it is found that the advantage of Jizhong Energy Fengfeng Group lies in the reasonable organization structure of human resources, which is suitable for the development of Jizhong Energy Fengfeng Group. Has strong market adaptability and market exploration experience, has a certain market awareness, advanced production equipment, product price advantages and quality assurance; weaknesses in the internal management system implementation is insufficient and lack of supervision mechanism, in addition, The research and development ability is insufficient, the product diversity stability degree is not enough, the sales area wide management difficulty is big and so on obvious question. In view of this, the research has proposed the suitable Jizhong energy peak peak group marketing strategy, It is suggested that Jizhong Energy Fengfeng Group can adopt product strategy, pricing strategy, promotion strategy and channel unblocked strategy to promote the company's marketing level and realize the company's long-term development.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.21;F274

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