本文選題：中鹽湖南株洲化工集團(tuán) + 市場(chǎng)地位　； 參考：《湖南工業(yè)大學(xué)》2013年碩士論文

【摘要】：中鹽湖南株洲化工集團(tuán)是以生產(chǎn)和經(jīng)營(yíng)基本化工原料、化肥、農(nóng)藥及化學(xué)建材為主的國(guó)家大型企業(yè)和中南地區(qū)大型化工原料生產(chǎn)基地，是中國(guó)鹽業(yè)總公司的第二大二級(jí)企業(yè)，擁有鹽化工、硫化工、精細(xì)化工及化學(xué)建材等重點(diǎn)產(chǎn)品。該企業(yè)擁有完善的營(yíng)銷(xiāo)網(wǎng)絡(luò)，形成了輻射國(guó)內(nèi)中部、南部、東部以及西南部的銷(xiāo)售網(wǎng)絡(luò)，產(chǎn)品擁有良好的市場(chǎng)聲譽(yù)。隨著國(guó)外化工行業(yè)的進(jìn)入及國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)的進(jìn)一步加劇，中鹽湖南株州化工集團(tuán)面臨著越來(lái)越激烈的市場(chǎng)競(jìng)爭(zhēng)，企業(yè)要獲得更好的市場(chǎng)發(fā)展，必須不斷調(diào)整其營(yíng)銷(xiāo)戰(zhàn)略并使之有效實(shí)施，這樣才能使企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗之地。 本文首先闡述了國(guó)內(nèi)外關(guān)于營(yíng)銷(xiāo)戰(zhàn)略及相關(guān)內(nèi)容的研究現(xiàn)狀，并對(duì)營(yíng)銷(xiāo)戰(zhàn)略的相關(guān)理論進(jìn)行闡述和分析；然后對(duì)中鹽湖南株洲化工集團(tuán)有限公司市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析，在闡述該企業(yè)產(chǎn)品生產(chǎn)的特點(diǎn)和產(chǎn)品特性的基礎(chǔ)上，分析主要產(chǎn)品面臨的國(guó)內(nèi)外市場(chǎng)環(huán)境，并對(duì)該企業(yè)的競(jìng)爭(zhēng)對(duì)象進(jìn)行分析，然后利用SWOT方法分析企業(yè)產(chǎn)品面臨的困難與機(jī)遇；優(yōu)勢(shì)與劣勢(shì)。之后對(duì)中鹽湖南株洲化工集團(tuán)有限公司營(yíng)銷(xiāo)戰(zhàn)略進(jìn)行分析和制定，根據(jù)營(yíng)銷(xiāo)戰(zhàn)略制定的基本理論及企業(yè)的現(xiàn)狀，制定企業(yè)的產(chǎn)品定位、價(jià)格戰(zhàn)略、服務(wù)戰(zhàn)略、渠道建設(shè)戰(zhàn)略、產(chǎn)品促銷(xiāo)戰(zhàn)略和客戶關(guān)系管理戰(zhàn)略；最后，提出了中鹽湖南株洲化工集團(tuán)有限公司營(yíng)銷(xiāo)戰(zhàn)略，根據(jù)企業(yè)的營(yíng)銷(xiāo)戰(zhàn)略，針對(duì)現(xiàn)實(shí)中可能存在的阻力，，通過(guò)企業(yè)渠道優(yōu)化、客戶結(jié)構(gòu)調(diào)整、營(yíng)銷(xiāo)方式轉(zhuǎn)變、高素質(zhì)隊(duì)伍建設(shè)、考核機(jī)制完善、網(wǎng)絡(luò)營(yíng)銷(xiāo)作用的強(qiáng)化、企業(yè)文化滲透及市場(chǎng)預(yù)警機(jī)制的建設(shè)等辦法來(lái)促使?fàn)I銷(xiāo)戰(zhàn)略的有效實(shí)施。
[Abstract]:China Salt Hunan Zhuzhou Chemical Group is a large national enterprise that produces and manages basic chemical raw materials, chemical fertilizers, pesticides and chemical building materials, and a large chemical raw material production base in the central and southern regions. It is the second largest second-class enterprise of the China Salt Industry Corporation.Has salt chemical industry, sulfur chemical industry, fine chemical industry and chemical building materials and other key products.The company has a sound marketing network, forming the radiation of the central, southern, eastern and southwest of the sales network, the products have a good reputation in the market.With the entry of foreign chemical industry and the further aggravation of domestic market competition, Zhongyan Hunan Zhuzhou Chemical Group is facing more and more fierce market competition, enterprises want to obtain better market development.We must constantly adjust its marketing strategy and make it carry out effectively, so that the enterprise can be in an invincible position in the fierce market competition.In this paper, the current situation of research on marketing strategy and related contents at home and abroad, and the related theories of marketing strategy are expounded and analyzed, and then the marketing environment of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd is analyzed.Based on the analysis of the characteristics of the product production and the characteristics of the products, the paper analyzes the domestic and international market environment of the main products, and analyzes the competitive object of the enterprise, and then uses SWOT method to analyze the difficulties and opportunities faced by the enterprise products.Strengths and weaknessesThen it analyzes and formulates the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. According to the basic theory of marketing strategy and the current situation of the enterprise, it formulates the product orientation, price strategy, service strategy, channel construction strategy of the enterprise.Product promotion strategy and customer relationship management strategy. Finally, the marketing strategy of Zhongyan Hunan Zhuzhou Chemical Group Co., Ltd. is put forward. According to the marketing strategy of the enterprise, it can be optimized through the enterprise channel in view of the possible resistance in reality.In order to promote the effective implementation of marketing strategy, the adjustment of customer structure, the change of marketing mode, the construction of high quality team, the perfection of examination mechanism, the strengthening of network marketing function, the penetration of enterprise culture and the construction of market warning mechanism are all the ways to promote the effective implementation of marketing strategy.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.722

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