發(fā)布時間：2018-03-21 21:43

  本文選題：建設(shè)供應(yīng)鏈　切入點：中鐵九局　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,建筑業(yè)的市場競爭越來越激烈,僅僅依靠舊的傳統(tǒng)的市場營銷理念已經(jīng)很難適應(yīng)時代的發(fā)展,也很難滿足企業(yè)自身發(fā)展的需要,因為任何一個建筑企業(yè)不可能在較短的時間里便具備所有市場競爭的資源,如何整合企業(yè)內(nèi)外資源進而能夠聯(lián)合起來顯得尤為重要,而供應(yīng)鏈管理可以解決這一問題,將企業(yè)間的競爭變成供應(yīng)鏈間的競爭,將原來市場營銷中看中業(yè)務(wù)量的增長變成看中質(zhì)量的管理,將以降低成本為營銷目標變成提高客戶忠誠度和更多開拓業(yè)務(wù)。 本文就是根據(jù)企業(yè)發(fā)展和創(chuàng)新的需要,將建設(shè)供應(yīng)鏈這一理念引進到建筑企業(yè)市場營銷中去,以中鐵九局這家建筑施工企業(yè)為例,對其進行深入研究,具體有以下幾個方面。 一是研究建設(shè)供應(yīng)鏈和建設(shè)供應(yīng)鏈管理的含義及其相關(guān)理論。在充分了解國內(nèi)外現(xiàn)狀的前提下,提出建設(shè)供應(yīng)鏈的相關(guān)理論,在以建設(shè)供應(yīng)鏈理論為指導(dǎo)的基礎(chǔ)下,指出在建設(shè)營銷鏈管理中,成本、關(guān)系、服務(wù)、品牌這四個要素是建筑市場營銷組合策略中最重要的要素,為下文的研究打下基礎(chǔ)。 二是結(jié)合中鐵九局,提出了具體的基于建設(shè)供應(yīng)鏈的市場營銷策略。主要還是依據(jù)上面已經(jīng)提出的四大要素,并結(jié)合供應(yīng)鏈管理和市場營銷相關(guān)的基本理論,最后提出了基于建設(shè)供應(yīng)鏈的四種營銷策略,即成本營銷策略、關(guān)系營銷策略、服務(wù)營銷策略、品牌營銷策略。 三是本文以中鐵九局這個建筑施工企業(yè)為例進行深入研究,對中鐵九局市場營銷現(xiàn)狀和存在的問題進行分析,運用建設(shè)供應(yīng)鏈相關(guān)理論,最終提出基于建設(shè)供應(yīng)鏈的市場營銷策略,并指出其保障和措施。 本文通過一系列的研究,最終找出基于建設(shè)供應(yīng)鏈的中鐵九局市場營銷策略,以及措施和保障的相關(guān)內(nèi)容�？梢�,在建筑企業(yè)市場競爭激烈的環(huán)境下,中鐵九局的經(jīng)營發(fā)展不但要結(jié)合自身內(nèi)部的實際情況,還要考慮到它外部的經(jīng)濟發(fā)展環(huán)境,來及時的進行調(diào)整和優(yōu)化,只有這樣才能使其市場營銷策略更為有效,進而促進自身快速地發(fā)展。希望通過本文的研究,能夠?qū)χ需F九局未來的市場營銷策略具有一定的指導(dǎo)意義,也希望能夠?qū)鴥?nèi)其他與中鐵九局情況相似的建筑施工企業(yè)有一定的借鑒參考價值。
[Abstract]:In recent years, the market competition of the construction industry has become more and more fierce. It is difficult to adapt to the development of the times and to meet the needs of the enterprises' own development only by relying on the old traditional marketing concepts. Because any construction enterprise can not have all the resources of market competition in a short time, it is very important to integrate the internal and external resources of the enterprise, and supply chain management can solve this problem. The competition among enterprises becomes the competition between supply chains, the growth of business volume in marketing becomes the management of quality, and the aim of reducing cost becomes to improve customer loyalty and develop more business. According to the needs of enterprise development and innovation, this paper introduces the concept of construction supply chain into the marketing of construction enterprises. Taking the construction enterprise of China Railway Nine Bureau as an example, this paper makes a thorough study on it, which has the following aspects. The first is to study the meaning and related theories of construction supply chain and construction supply chain management. On the premise of fully understanding the present situation at home and abroad, this paper puts forward the relevant theory of construction supply chain, which is guided by the theory of construction supply chain. It is pointed out that cost, relationship, service and brand are the most important elements in the construction marketing chain management, which will lay the foundation for the following research. The second is to put forward a specific marketing strategy based on the construction supply chain combined with the China Railway Nine Bureau. It is mainly based on the four elements mentioned above and the basic theories related to supply chain management and marketing. Finally, four marketing strategies based on the construction of supply chain are put forward, that is, cost marketing strategy, relationship marketing strategy, service marketing strategy and brand marketing strategy. Third, this article takes the China Railway Nine Bureau as an example to carry on the thorough research, carries on the analysis to the China Railway Kowloon Bureau marketing present situation and the existence question, uses the construction supply chain correlation theory, Finally, the marketing strategy based on construction supply chain is put forward, and its guarantee and measures are pointed out. Through a series of studies, this paper finally finds out the marketing strategy of the China Railway Nine Bureau based on the construction supply chain, as well as the relevant contents of the measures and guarantees. The operation and development of the China Railway Kowloon Bureau should not only take into account the actual situation within itself, but also take into account its external economic development environment to adjust and optimize in a timely manner. Only in this way can its marketing strategy be made more effective. Through the research of this paper, I hope it will have certain guiding significance to the future marketing strategy of the China Railway Kowloon Bureau. It is also hoped that it can be used for reference by other construction enterprises similar to China Railway Nine Bureau.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.92

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