本文選題：供給側(cè)改革 + 鉅盛能源��； 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：隨著煤炭行業(yè)供給側(cè)改革的不斷深化,較大幅度地壓縮了煤炭產(chǎn)能,優(yōu)化了煤炭產(chǎn)業(yè)的供給結(jié)構(gòu),煤炭的市場(chǎng)需求量有望攀升,科學(xué)有序、綠色環(huán)保的煤炭供給局面有望很快出現(xiàn)。在這樣的背景下,鉅盛能源公司現(xiàn)面臨市場(chǎng)競(jìng)爭(zhēng)激勵(lì)、客戶減少、營(yíng)銷服務(wù)滯后等問(wèn)題,煤炭營(yíng)銷成為制約公司發(fā)展的“天花板”。基于此,鉅盛能源公司如何破解“去產(chǎn)能”背景下的營(yíng)銷發(fā)展困局,無(wú)疑對(duì)該公司的營(yíng)銷戰(zhàn)略提出了新的挑戰(zhàn)。首先,本文闡述了本研究的背景、意義和方法,梳理了國(guó)內(nèi)外研究現(xiàn)狀,詳細(xì)說(shuō)明了本研究的主要研究?jī)?nèi)容;簡(jiǎn)要介紹了營(yíng)銷的相關(guān)理論,并從煤炭市場(chǎng)所處的宏觀環(huán)境和鉅盛能源公司所處的微觀環(huán)境兩個(gè)主要方面進(jìn)行了詳細(xì)的闡述。其次,基于鉅盛能源煤炭營(yíng)銷的現(xiàn)狀,運(yùn)用SWOT分析方法,分析了鉅盛能源在產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略及營(yíng)銷人才策略存在的主要問(wèn)題。最后,針對(duì)所存在的主要問(wèn)題,并結(jié)合公司實(shí)際情況提出針對(duì)性優(yōu)化設(shè)計(jì)方案。其一,制定了優(yōu)化方案的具體實(shí)施原則和目標(biāo),并從產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略等方面實(shí)施優(yōu)化;其二,從公司文化體系建設(shè)、成本控制、人才隊(duì)伍建設(shè)、科技發(fā)展及風(fēng)險(xiǎn)控制等方面建立了優(yōu)化方案的保障措施。在“供給側(cè)改革”的大環(huán)境下,論文基于煤炭行業(yè)實(shí)際和鉅盛能源公司的現(xiàn)實(shí)情況,提出的系列營(yíng)銷優(yōu)化措施,對(duì)正處于戰(zhàn)略調(diào)整期的鉅盛能源公司,為適應(yīng)國(guó)家宏觀經(jīng)濟(jì)政策要求,為企業(yè)的穩(wěn)健和持續(xù)發(fā)展,必將起到重要的指導(dǎo)作用,同時(shí)對(duì)同行業(yè)企業(yè)營(yíng)銷策略的改進(jìn)也有一定的借鑒意義。
[Abstract]:With the deepening of the supply-side reform in the coal industry, the coal production capacity has been greatly reduced, and the supply structure of the coal industry has been optimized. The market demand for coal is expected to rise, and the demand for coal is expected to rise in a scientific and orderly manner. Green coal supply situation is expected to appear soon. In such a background, Jusheng Energy Company is faced with market competition incentive, customer reduction, marketing service lag and other problems, coal marketing has become a "ceiling" restricting the development of the company. Based on this, how to solve the marketing development difficulties under the background of "deproductivity" by Jusheng Energy Company has undoubtedly put forward a new challenge to the marketing strategy of Jusheng Energy Company. First of all, this paper describes the background, significance and methods of this study, combing the current research situation at home and abroad, explaining in detail the main research contents of this study, briefly introducing the relevant theories of marketing, The macro environment of coal market and the micro environment of Jusheng Energy Company are discussed in detail. Secondly, based on the current situation of Jusheng energy and coal marketing, the main problems of Jusheng energy in product strategy, pricing strategy, channel strategy, promotion strategy and marketing talent strategy are analyzed by using SWOT analysis method. Finally, according to the main problems, and combined with the actual situation of the company put forward targeted optimization design scheme. First, it formulates the concrete implementation principles and objectives of the optimization scheme, and optimizes from the aspects of product strategy, pricing strategy, channel strategy, promotion strategy and so on; second, from the company culture system construction, the cost control, the talented person troop construction, the second, from the company culture system construction, the cost control, the talented person troop construction, Scientific and technological development and risk control and other aspects of the establishment of the optimized program of protection measures. Under the environment of "supply-side reform", based on the actual situation of coal industry and the reality of Jusheng Energy Company, this paper puts forward a series of marketing optimization measures to Jusheng Energy Company, which is in the period of strategic adjustment. In order to meet the requirements of the national macroeconomic policy and the steady and sustainable development of enterprises, it will certainly play an important guiding role, and it will also be useful for the improvement of marketing strategies in the same industry.
【學(xué)位授予單位】：湘潭大學(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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