本文選題：黑龍江建龍鋼鐵有限公司 + 市場(chǎng)營(yíng)銷　； 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：當(dāng)前,我國(guó)經(jīng)濟(jì)發(fā)展進(jìn)入新常態(tài),經(jīng)濟(jì)韌性好、潛力足、回旋空間大;同時(shí),一些趨勢(shì)性變化也使經(jīng)濟(jì)發(fā)展與產(chǎn)業(yè)結(jié)構(gòu)調(diào)整面臨著不少困難和挑戰(zhàn)。在此形勢(shì)下,我國(guó)鋼鐵行業(yè)受內(nèi)外部環(huán)境影響,市場(chǎng)競(jìng)爭(zhēng)不斷加劇;面對(duì)這樣的激烈競(jìng)爭(zhēng),黑龍江建龍鋼鐵有限公司也進(jìn)入了營(yíng)銷困境,如不采取切實(shí)可行的措施加以應(yīng)對(duì)將直接威脅企業(yè)未來(lái)的生存與發(fā)展,為了在激烈的市場(chǎng)競(jìng)爭(zhēng)中爭(zhēng)取主動(dòng),本研究黑龍江建龍鋼鐵有限公司營(yíng)銷策略進(jìn)行優(yōu)化研究。本文首先對(duì)現(xiàn)代市場(chǎng)營(yíng)銷理論與方法進(jìn)行了梳理,同時(shí)對(duì)影響黑龍江建龍鋼鐵有限公司內(nèi)外部營(yíng)銷環(huán)境以及經(jīng)營(yíng)現(xiàn)狀進(jìn)行了分析;接著,對(duì)黑龍江建龍鋼鐵有限公司進(jìn)行全面而深入的研討,并針對(duì)黑龍江建龍鋼鐵有限公司未來(lái)的營(yíng)銷優(yōu)化策略方案進(jìn)行整體評(píng)估,確定了黑龍江建龍鋼鐵有限公司的總體營(yíng)銷發(fā)展策略;最后,本文以提高黑龍江建龍鋼鐵有限公司的市場(chǎng)核心競(jìng)爭(zhēng)力為最終落腳點(diǎn),提出了建立健全市場(chǎng)營(yíng)銷體系、建立并深化廠商戰(zhàn)略合作伙伴關(guān)系、通過(guò)內(nèi)部挖潛全面實(shí)施降本增效戰(zhàn)略、實(shí)施品種研發(fā)戰(zhàn)略、完善人力資源建設(shè)等保障措施。本文運(yùn)用市場(chǎng)營(yíng)銷管理理論和實(shí)用模型對(duì)黑龍江建龍鋼鐵有限公司的營(yíng)銷優(yōu)化策略進(jìn)行了論述,既分析了當(dāng)前公司經(jīng)營(yíng)現(xiàn)狀,明確營(yíng)銷策略,又為其策略的有效實(shí)施提出了可行性方案。通過(guò)本文的研究,希望能夠?yàn)楹邶埥堜撹F有限公司更好地在激烈的鋼鐵市場(chǎng)競(jìng)爭(zhēng)中贏得一席之地提供一些幫助,對(duì)同類企業(yè)的營(yíng)銷管理也提供了必要的借鑒。
[Abstract]:At present, China's economic development has entered a new normal, with good economic resilience, full potential and great room for manoeuvre. At the same time, some trend changes also make economic development and industrial structure adjustment face many difficulties and challenges. Under this situation, the iron and steel industry of our country is affected by the internal and external environment, and the market competition is constantly intensified. In the face of such fierce competition, Heilongjiang Jianlong Iron and Steel Co., Ltd. has also entered the marketing dilemma. If we do not take practical measures to deal with it, it will directly threaten the survival and development of enterprises in the future. In order to strive for the initiative in the fierce market competition, this paper studies the optimization of marketing strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd. This paper firstly combs the modern marketing theory and method, at the same time, analyzes the internal and external marketing environment and management status of Heilongjiang Jianlong Iron and Steel Co., Ltd. To carry on the comprehensive and thorough discussion to Heilongjiang Jianlong Iron and Steel Co., Ltd., and to carry on the overall appraisal to the Heilongjiang Jianlong Iron and Steel Co., Ltd.'s marketing optimization strategy plan in the future, The overall marketing development strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd. is determined. Finally, this paper puts forward the establishment of a sound marketing system, with the aim of improving the market core competitiveness of Heilongjiang Jianlong Iron and Steel Co., Ltd. We should establish and deepen the strategic partnership of manufacturers, comprehensively implement the strategy of reducing cost and increasing efficiency, implement the strategy of variety research and development, and improve the construction of human resources. In this paper, the marketing optimization strategy of Heilongjiang Jianlong Iron and Steel Co., Ltd is discussed by using the marketing management theory and practical model, which not only analyzes the current operating situation of the company, but also clarifies the marketing strategy. It also puts forward the feasible scheme for the effective implementation of its strategy. Through the research of this paper, we hope to provide some help for Heilongjiang Jianlong Iron and Steel Co., Ltd. to win a place in the fierce steel market competition, and also provide necessary reference for the marketing management of the similar enterprises.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.31;F274

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