本文關(guān)鍵詞： 聯(lián)合重組 NF水泥 水泥營銷 現(xiàn)狀 改進(jìn)策略　出處：《南昌大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：水泥是一種粉末狀水硬性無機(jī)膠凝材料,作為建材產(chǎn)品中的一種,在國民經(jīng)濟(jì)建設(shè)中的重要不可取代。到目前為止,人類還沒有發(fā)現(xiàn)和研制出可以取代水泥的替代產(chǎn)品,可想而知,水泥在建設(shè)中的重要性和戰(zhàn)略地位。2013年全國水泥的實(shí)際產(chǎn)能已達(dá)32.9億噸,產(chǎn)能富余程度超過30%,全國水泥需求量近24億噸,供大于求,產(chǎn)能嚴(yán)重過剩,市場(chǎng)過度競(jìng)爭(zhēng),行業(yè)利潤水平偏低。水泥行業(yè)是嚴(yán)重過剩的傳統(tǒng)行業(yè),市場(chǎng)過度競(jìng)爭(zhēng),水泥產(chǎn)品又是高度同質(zhì)化的產(chǎn)品,水泥行業(yè)經(jīng)過2007年之后的大規(guī)模的聯(lián)合重組之后,市場(chǎng)逐漸進(jìn)入相對(duì)健康合理的發(fā)展軌道。隨著價(jià)格、促銷政策等營銷策略的同質(zhì)化,營銷戰(zhàn)略的研究成為營銷發(fā)展的優(yōu)先策略。論文以浙江NF水泥有限公司為研究對(duì)象,進(jìn)行了大量的調(diào)研與資料收集工作,深入了解浙江NF水泥有限公司營銷戰(zhàn)略的建設(shè)現(xiàn)狀,并對(duì)調(diào)查結(jié)果進(jìn)行客觀分析,通過總結(jié)浙江NF水泥有限公司在近幾年?duì)I銷戰(zhàn)略建設(shè)工作中存在的問題。論文基于公司所處的內(nèi)外部經(jīng)營環(huán)境、區(qū)域市場(chǎng)特點(diǎn)以及公司自身存在的不足,探索解決營銷戰(zhàn)略建設(shè)工作的方法和思路。通過研究認(rèn)為加強(qiáng)浙江NF水泥有限公司的營銷戰(zhàn)略研究必須建立總部市場(chǎng)協(xié)調(diào)機(jī)制,確定內(nèi)部各交叉市場(chǎng)的主管區(qū)域公司,同時(shí)加強(qiáng)營銷管理人員隊(duì)伍建設(shè),注重地域差異,優(yōu)化營銷戰(zhàn)略設(shè)計(jì),增值服務(wù)和支持,促進(jìn)經(jīng)銷商轉(zhuǎn)型與提升,并完善渠道和經(jīng)銷商的管理,注重客戶服務(wù)體系和物流配送體系的建設(shè),最終打造一個(gè)健全的浙江NF水泥有限公司的營銷戰(zhàn)略。通過對(duì)浙江NF水泥有限公司營銷戰(zhàn)略的研究,力求使浙江NF水泥有限公司公司在日益激烈的市場(chǎng)競(jìng)爭(zhēng)中,逐步形成競(jìng)爭(zhēng)優(yōu)勢(shì),獲得持久的發(fā)展動(dòng)力,同時(shí)對(duì)行業(yè)相關(guān)企業(yè)的營銷戰(zhàn)略建設(shè)也將產(chǎn)生借鑒作用。
[Abstract]:Cement is a kind of powdered hydro inorganic cementing material. As a kind of building materials, it is important and irreplaceable in the national economic construction. So far. Human beings have not found and developed alternative products that can replace cement. It can be imagined that cement plays an important and strategic role in construction. In 2013, the actual capacity of cement in China has reached 3.29 billion tons. The surplus of production capacity is more than 30%, the national cement demand is nearly 2.4 billion tons, the supply exceeds the demand, the overcapacity is serious, the market is excessively competitive, the industry profit level is on the low side, the cement industry is the serious surplus traditional industry. Excessive competition in the market, cement products are highly homogeneous products, cement industry after 2007 after the large-scale joint restructuring, the market gradually entered a relatively healthy and reasonable development track. With the price. Sales promotion policy and other marketing strategies homogenization, marketing strategy research has become the priority strategy of marketing development. This paper takes Zhejiang NF cement Co., Ltd. as the research object, carried out a lot of research and data collection. Deeply understand the construction of marketing strategy of Zhejiang NF cement Co., Ltd., and objectively analyze the results of the investigation. Through summing up the problems of Zhejiang NF cement Co., Ltd in the construction of marketing strategy in recent years. Based on the company's internal and external business environment, regional market characteristics and the company's own shortcomings. Through the research, the author thinks that it is necessary to establish the headquarters market coordination mechanism to strengthen the marketing strategy research of Zhejiang NF cement Co., Ltd. At the same time, strengthen the construction of marketing managers, pay attention to regional differences, optimize the design of marketing strategy, value-added services and support, promote the transformation and promotion of dealers. And improve the management of channels and distributors, and pay attention to the construction of customer service system and logistics distribution system. Finally, to create a sound marketing strategy of Zhejiang NF cement Co., Ltd. Through the study of marketing strategy of Zhejiang NF cement Co., Ltd. Strive to make Zhejiang NF cement Co., Ltd. in the increasingly fierce market competition, gradually form a competitive advantage, to obtain a lasting development momentum. At the same time, the marketing strategy construction of industry-related enterprises will also be used for reference.
【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)】：F426.71;F274

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相關(guān)期刊論文 前1條

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本文編號(hào)：1473987