本文選題：煤炭產(chǎn)品 + 營(yíng)銷策略��； 參考：《西安理工大學(xué)》2017年碩士論文

【摘要】：隨著環(huán)境污染、資源儲(chǔ)量短缺、人們對(duì)清潔能源的需求增大等問(wèn)題越來(lái)越凸顯,已經(jīng)成為我國(guó)乃至世界性問(wèn)題�；诖�,我國(guó)進(jìn)行產(chǎn)業(yè)結(jié)構(gòu)升級(jí)、能源結(jié)構(gòu)優(yōu)化,煤炭產(chǎn)業(yè)不斷進(jìn)行深度調(diào)整。在結(jié)構(gòu)性調(diào)整的引導(dǎo)下,我國(guó)原煤產(chǎn)量逐步走低,加之去庫(kù)存、去產(chǎn)能諸多政策的影響,2016年,煤炭?jī)r(jià)格終于止跌,結(jié)束了連續(xù)4年多的煤炭市場(chǎng)低迷狀態(tài),企業(yè)經(jīng)營(yíng)狀況出現(xiàn)改善。Y公司也迎來(lái)了良好的轉(zhuǎn)機(jī)。面對(duì)現(xiàn)階段煤炭市場(chǎng)依然存在供大于求的矛盾及煤炭行業(yè)激烈的競(jìng)爭(zhēng)情況,尤其現(xiàn)今正處于營(yíng)銷是關(guān)鍵的商業(yè)社會(huì),煤炭行業(yè)更需要營(yíng)銷而非單純的銷售。綜上所述,本文的關(guān)鍵問(wèn)題就是圍繞解決如何運(yùn)用產(chǎn)品營(yíng)銷理論,不斷與時(shí)俱進(jìn)的創(chuàng)新?tīng)I(yíng)銷方法進(jìn)行營(yíng)銷創(chuàng)新,從而實(shí)現(xiàn)提高企業(yè)經(jīng)濟(jì)效益的目的。本文對(duì)Y公司進(jìn)行研究,通過(guò)廣泛的市場(chǎng)調(diào)查,再根據(jù)公司煤炭產(chǎn)品的特點(diǎn)將產(chǎn)品營(yíng)銷理論更好地融入到Y(jié)公司的實(shí)際銷售中,通過(guò)對(duì)公司實(shí)際營(yíng)銷運(yùn)行現(xiàn)狀和外部市場(chǎng)環(huán)境進(jìn)行充分了解及綜合分析,并運(yùn)用市場(chǎng)營(yíng)銷分析工具-SWOT矩陣法研究并挖掘出公司在市場(chǎng)環(huán)境下的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅并一一詳細(xì)列出,以此為基礎(chǔ)進(jìn)一步研究公司在實(shí)際運(yùn)營(yíng)過(guò)程中如何利用自身的各種優(yōu)勢(shì),并結(jié)合市場(chǎng)細(xì)分,確定Y公司的目標(biāo)市場(chǎng),并制定相應(yīng)的營(yíng)銷策略,如:產(chǎn)品策略、渠道策略、價(jià)格策略、促銷策略等,進(jìn)而提出合適的實(shí)施營(yíng)銷策略的方案。本文利用市場(chǎng)營(yíng)銷理論,并結(jié)合Y公司煤炭產(chǎn)品營(yíng)銷實(shí)際,找出Y公司面臨的營(yíng)銷問(wèn)題,制定出相應(yīng)的市場(chǎng)營(yíng)銷策略,提出實(shí)施其策略的方案,從而提高Y公司煤炭產(chǎn)品市場(chǎng)占有率,為Y公司煤炭產(chǎn)品營(yíng)銷提供借鑒和改進(jìn)建議,對(duì)公司營(yíng)銷工作具有一定參考作用。
[Abstract]:With the environmental pollution, the shortage of resources and the increasing demand for clean energy, it has become a problem in our country and even in the world. Based on this, our country carries on the industrial structure upgrading, the energy structure optimization, the coal industry carries on the deep adjustment unceasingly. Under the guidance of structural adjustment, the output of raw coal in our country has gradually declined, coupled with the impact of many policies on destocking and production capacity, in 2016, coal prices finally stopped falling, putting an end to the depressed state of the coal market for more than four consecutive years. Business conditions have improved. Y company also ushered in a good turn. In the face of the contradiction between supply and demand in the coal market at present and the fierce competition in the coal industry, especially in the commercial society where marketing is the key, the coal industry needs more marketing than simple sales. To sum up, the key problem of this paper is how to solve the problem of how to use the theory of product marketing, constantly keep pace with the times of innovative marketing methods for marketing innovation, so as to achieve the purpose of improving the economic benefits of enterprises. This article carries on the research to the Y company, through the extensive market investigation, then according to the company's coal product characteristic, the product marketing theory will better integrate into the Y company's actual sales, Through the full understanding and comprehensive analysis of the actual marketing operation status and external market environment of the company, and using the marketing analysis tool-SWOT matrix method to study and excavate the advantages and disadvantages of the company in the market environment. Opportunities and threats are listed in detail, on the basis of which we further study how the company makes use of its various advantages in the actual operation process, and combines the market segmentation, determines the target market of Y Company, and formulates the corresponding marketing strategy. Such as: product strategy, channel strategy, price strategy, promotion strategy, and then put forward appropriate implementation of marketing strategy. Based on the marketing theory and the marketing practice of coal products in Y Company, this paper finds out the marketing problems faced by Y Company, formulates the corresponding marketing strategy, and puts forward the scheme of implementing the marketing strategy. In order to increase the market share of coal products of Y Company, and provide reference and improvement suggestions for the marketing of coal products of Y Company, it has a certain reference role for the marketing work of the company.
【學(xué)位授予單位】：西安理工大學(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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