本文選題：營(yíng)銷(xiāo)戰(zhàn)略 + 戰(zhàn)略管理　； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】："十三五"時(shí)期,經(jīng)濟(jì)發(fā)展進(jìn)入新常態(tài),在市場(chǎng)化的大背景下,國(guó)有企業(yè)急需轉(zhuǎn)型升級(jí)。伴隨著亞投行的成立,"一帶一路"戰(zhàn)略的實(shí)施,建筑市場(chǎng)在不斷擴(kuò)大。建筑企業(yè)的不斷增加,建筑市場(chǎng)的完全競(jìng)爭(zhēng)態(tài)勢(shì)已開(kāi)始顯現(xiàn),國(guó)有建筑企業(yè)要想在競(jìng)爭(zhēng)中脫穎而出,必須進(jìn)行改革創(chuàng)新。而在新一輪改革創(chuàng)新中,企業(yè)應(yīng)將營(yíng)銷(xiāo)戰(zhàn)略作為企業(yè)發(fā)展戰(zhàn)略的重點(diǎn)來(lái)研究。國(guó)有建筑企業(yè)單靠施工管理已不能滿(mǎn)足企業(yè)的發(fā)展需要,還應(yīng)通過(guò)營(yíng)銷(xiāo)來(lái)擴(kuò)大市場(chǎng)份額。企業(yè)必須通過(guò)不斷創(chuàng)新企業(yè)戰(zhàn)略來(lái)適應(yīng)建筑市場(chǎng)環(huán)境的改變,建立新時(shí)期、新發(fā)展下的營(yíng)銷(xiāo)戰(zhàn)略可以使企業(yè)在建筑市場(chǎng)上占有一席之地。本文以中鐵某局為研究對(duì)象,對(duì)中鐵某局所處的宏觀環(huán)境和行業(yè)環(huán)境以及企業(yè)的營(yíng)銷(xiāo)環(huán)境進(jìn)行了深入分析,使得企業(yè)發(fā)展定位更加清晰。結(jié)合企業(yè)營(yíng)銷(xiāo)發(fā)展現(xiàn)狀和營(yíng)銷(xiāo)過(guò)程中碰到的新問(wèn)題,提出企業(yè)今后的營(yíng)銷(xiāo)戰(zhàn)略發(fā)展方向,即向區(qū)域化、國(guó)際化市場(chǎng)進(jìn)軍,確保企業(yè)轉(zhuǎn)型升級(jí)能夠取得成功,同時(shí)營(yíng)銷(xiāo)戰(zhàn)略的成功實(shí)施將帶來(lái)企業(yè)核心競(jìng)爭(zhēng)力和管理水平的提升。運(yùn)用SWOT分析對(duì)中鐵某局的外部因素和內(nèi)部能力進(jìn)行分析闡述得出今后企業(yè)的營(yíng)銷(xiāo)戰(zhàn)略,利用矩陣模型的兩兩結(jié)合分析使得企業(yè)的營(yíng)銷(xiāo)發(fā)展方向更加明確。以SWOT分析設(shè)計(jì)出適用于企業(yè)自身的營(yíng)銷(xiāo)戰(zhàn)略,以其在湖北省內(nèi)進(jìn)行穩(wěn)步營(yíng)銷(xiāo)的發(fā)展基礎(chǔ)上,逐步過(guò)渡到各省區(qū)重點(diǎn)項(xiàng)目和新興建筑產(chǎn)業(yè)的經(jīng)營(yíng)上,等到企業(yè)在全國(guó)范圍內(nèi)站穩(wěn)市場(chǎng)后,借著國(guó)家"一帶一路"的政策向國(guó)際建筑市場(chǎng)進(jìn)軍。通過(guò)營(yíng)銷(xiāo)戰(zhàn)略分析和實(shí)施保障的闡述,分析出中鐵某局在營(yíng)銷(xiāo)戰(zhàn)略實(shí)施過(guò)程中的目標(biāo)市場(chǎng)、區(qū)域市場(chǎng)、市場(chǎng)關(guān)系發(fā)展等方面應(yīng)采取的營(yíng)銷(xiāo)策略和措施,應(yīng)注意的重點(diǎn)和難點(diǎn),同時(shí)還闡明了營(yíng)銷(xiāo)戰(zhàn)略管理對(duì)企業(yè)總體戰(zhàn)略發(fā)展的支撐作用。最后提出以加強(qiáng)"168"經(jīng)營(yíng)體系、營(yíng)銷(xiāo)機(jī)制、投資機(jī)制、市場(chǎng)開(kāi)拓機(jī)制作為營(yíng)銷(xiāo)戰(zhàn)略實(shí)施的保障,確保營(yíng)銷(xiāo)戰(zhàn)略能順利實(shí)施。通過(guò)本文的營(yíng)銷(xiāo)戰(zhàn)略管理分析提出了中鐵某局的發(fā)展戰(zhàn)略,強(qiáng)調(diào)了營(yíng)銷(xiāo)管理的重要性,中鐵某局應(yīng)利用自身資源做好營(yíng)銷(xiāo)戰(zhàn)略管理,從而有利于企業(yè)在市場(chǎng)上不斷發(fā)展壯大。中鐵某局應(yīng)通過(guò)進(jìn)入各區(qū)域市場(chǎng)不斷擴(kuò)大市場(chǎng)份額,利用現(xiàn)有項(xiàng)目管理模式和新項(xiàng)目管理模式交替發(fā)展,以適應(yīng)建筑市場(chǎng)的發(fā)展。通過(guò)發(fā)展中鐵某局的核心競(jìng)爭(zhēng)力,重視企業(yè)的創(chuàng)新發(fā)展,使企業(yè)成功轉(zhuǎn)型升級(jí),在市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。
[Abstract]:During the 13th Five-Year Plan period, economic development entered the new normal. Under the background of marketization, state-owned enterprises are in urgent need of transformation and upgrading. With the establishment of the AIIB, the construction market is expanding with the implementation of Belt and Road strategy. With the continuous increase of construction enterprises, the situation of complete competition in the construction market has begun to appear. If state-owned construction enterprises want to stand out from the competition, they must carry out reform and innovation. In the new round of reform and innovation, enterprises should study marketing strategy as the key point of enterprise development strategy. Construction management alone can not meet the development needs of state-owned construction enterprises, and market share should be expanded through marketing. The enterprise must adapt to the change of the construction market environment by constantly innovating the enterprise strategy, and establish a new period. The new marketing strategy can make the enterprise have a place in the construction market. Taking a certain railway bureau as the research object, this paper makes a thorough analysis of the macro environment, the industry environment and the marketing environment of a certain railway bureau in order to make the development orientation of the enterprise more clear. Combined with the current situation of enterprise marketing development and the new problems encountered in the marketing process, this paper puts forward the development direction of enterprise marketing strategy in the future, that is, to regionalize and internationalize the market, so as to ensure the success of enterprise transformation and upgrading. At the same time, the successful implementation of marketing strategy will bring about the improvement of core competitiveness and management level of enterprises. Using SWOT analysis to analyze the external factors and internal ability of a certain bureau of China Railway, the marketing strategy of enterprises in the future is obtained, and the marketing development direction of enterprises is more clear by using the combination of matrix model and pairwise analysis. Based on the SWOT analysis, the marketing strategy suitable for the enterprise itself is designed, and on the basis of its steady marketing development in Hubei Province, the key projects in the provinces and districts and the management of the emerging construction industry are gradually transferred. Wait until the enterprise in the national market, through the national "Belt and Road" policy to enter the international construction market. Through the analysis of marketing strategy and the exposition of implementation guarantee, this paper analyzes the marketing strategies and measures that should be taken by a certain bureau of China Railway in the process of implementing marketing strategy, such as target market, regional market, development of market relationship, and so on, and points out the key points and difficulties that should be paid attention to. At the same time, it clarifies the supporting role of marketing strategy management on the overall strategic development of enterprises. Finally, it is proposed to strengthen the "168" management system, marketing mechanism, investment mechanism, market development mechanism as the guarantee of the implementation of marketing strategy, to ensure the smooth implementation of marketing strategy. Through the analysis of the marketing strategy management in this paper, the development strategy of a certain bureau of China Railway is put forward, and the importance of marketing management is emphasized. A certain bureau of China Railway should make good use of its own resources to manage the marketing strategy, which is conducive to the continuous development and growth of enterprises in the market. In order to adapt to the development of the construction market, a certain bureau of China Railway should expand its market share continuously by entering the regional market, and alternately develop the existing project management mode and the new project management mode in order to adapt to the development of the construction market. By developing the core competitiveness of a certain bureau of China Railway, and attaching importance to the innovation and development of enterprises, the enterprises can be successfully transformed and upgraded, and they will be in an invincible position in the market competition.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.92

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