發(fā)布時(shí)間：2018-07-10 12:15

  本文選題：金融危機(jī) + 煤炭市場(chǎng)��； 參考：《蘭州交通大學(xué)》2014年碩士論文

【摘要】：在國(guó)際金融危機(jī)這個(gè)大環(huán)境的影響下,全球煤炭市場(chǎng)以及國(guó)內(nèi)煤炭市場(chǎng)發(fā)生重大變化。對(duì)于從事煤炭商貿(mào)的企業(yè)來(lái)說(shuō),如何應(yīng)對(duì)金融危機(jī)帶來(lái)的各種沖擊,及時(shí)調(diào)整經(jīng)營(yíng)策略,采取適合自己的市場(chǎng)發(fā)展策略,已經(jīng)迫在眉睫。因此,研究煤炭商貿(mào)企業(yè)的發(fā)展策略具有重要的理論和現(xiàn)實(shí)意義,煤炭商貿(mào)企業(yè)要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得成功,就要綜合運(yùn)用各種營(yíng)銷手段,制定發(fā)展策略。在當(dāng)前階段,根據(jù)筆者所掌握的相關(guān)資料,金輪實(shí)業(yè)公司現(xiàn)階段在所從事的煤炭貿(mào)易中尚未完全確立科學(xué)而合理的發(fā)展戰(zhàn)略,甚至還缺乏一個(gè)明確的發(fā)展思路,客觀上導(dǎo)致了發(fā)展過(guò)程中的諸多問(wèn)題。在本文的研究中,以金輪公司的發(fā)展問(wèn)題為研究對(duì)象,以公司的實(shí)際運(yùn)營(yíng)情況為依據(jù),為其發(fā)展戰(zhàn)略的確定提供了一些理論和數(shù)據(jù)上的支持,希望能夠?yàn)榻鉀Q公司的發(fā)展起到一定的積極作用�，F(xiàn)將本文的主要研究工作匯報(bào)如下:論文首先從管理情況、經(jīng)營(yíng)情況介紹了金輪實(shí)業(yè)公司的發(fā)展現(xiàn)狀,具體分析了金輪實(shí)業(yè)公司目前經(jīng)營(yíng)過(guò)程中存在的發(fā)展問(wèn)題;通過(guò)對(duì)煤炭行業(yè)的分析,受金融危機(jī)的影響,國(guó)家煤炭產(chǎn)業(yè)結(jié)構(gòu)會(huì)有所改變、煤炭進(jìn)出口的各項(xiàng)政策會(huì)有調(diào)整,煤炭商貿(mào)服務(wù)目標(biāo)市場(chǎng)細(xì)分;公司目前所處的內(nèi)外部環(huán)境,進(jìn)行了SWOT分析。同時(shí)應(yīng)用“4Cs”營(yíng)銷策略來(lái)對(duì)現(xiàn)有的營(yíng)銷思想進(jìn)行合理、科學(xué)的調(diào)整。以客戶為中心、以營(yíng)銷團(tuán)隊(duì)建設(shè)為基礎(chǔ)和客戶服務(wù)的核心內(nèi)容,以煤炭資源為基礎(chǔ),重建了公司的發(fā)展策略選擇,同時(shí)對(duì)該體系內(nèi)部的主要構(gòu)成要素進(jìn)行了重點(diǎn)研究。本課題的主要研究成果,為金輪實(shí)業(yè)公司在將來(lái)市場(chǎng)競(jìng)爭(zhēng)成長(zhǎng)所必然面對(duì)的發(fā)展提供了理論依據(jù),并為其主要工作方向的明確奠定了堅(jiān)實(shí)的基礎(chǔ)。提出了公司應(yīng)當(dāng)采取增長(zhǎng)型戰(zhàn)略,通過(guò)樹立縱向增長(zhǎng)型戰(zhàn)略、聯(lián)盟型戰(zhàn)略以及差異化發(fā)展戰(zhàn)略和精細(xì)化管理戰(zhàn)略才能夠?yàn)槠浒l(fā)展的順利開展提供支持。與此同時(shí),更要樹立差異化發(fā)展戰(zhàn)略的觀念,要有發(fā)展創(chuàng)新,側(cè)重于差異化品牌策略,要以差異化客戶服務(wù)與差異化人員形象策略兩個(gè)方面來(lái)為當(dāng)前市場(chǎng)經(jīng)濟(jì)環(huán)境中金輪公司發(fā)展過(guò)程中所客觀存在的問(wèn)題的解決提供支持,才能夠真正意義上的提升公司總體發(fā)展水平進(jìn)而提升績(jī)效水平,為公司搶占更多的市場(chǎng)份額提供有效的幫助和支持。
[Abstract]:Under the influence of the international financial crisis, the global coal market and the domestic coal market have undergone great changes. For the enterprises engaged in coal trade, it is urgent how to deal with the impact of the financial crisis, adjust the management strategy in time and adopt the market development strategy suitable for themselves. Therefore, it is of great theoretical and practical significance to study the development strategies of coal trading enterprises. If coal trade enterprises want to succeed in the fierce market competition, they must make comprehensive use of various marketing methods and formulate development strategies. At the present stage, according to the relevant information held by the author, Jinlun Industrial Company has not yet fully established a scientific and reasonable development strategy in the coal trade engaged in at the present stage, and even lacks a clear development idea. Objectively, it leads to many problems in the process of development. In the research of this paper, taking the development of Jinlun Company as the research object and the actual operation of the company as the basis, it provides some theoretical and data support for the determination of its development strategy. Hope to be able to solve the development of the company to play a certain positive role. This paper reports the main research work as follows: firstly, the paper introduces the current situation of Jinlan Industrial Company from the management and management situation, and analyzes the development problems in the current operating process of Jinlun Industrial Company. Through the analysis of the coal industry, under the influence of the financial crisis, the structure of the national coal industry will be changed, the policies of coal import and export will be adjusted, the target market for coal trade and trade services will be subdivided; the internal and external environment in which the company is currently located, SWOT analysis was carried out. At the same time, the 4 Cs marketing strategy is used to adjust the existing marketing ideas reasonably and scientifically. Taking the customer as the center, taking the marketing team construction as the foundation and the customer service core content, taking the coal resources as the foundation, reconstructs the company's development strategy choice, at the same time has carried on the key research to this system internal main constituent factor. The main research results of this subject provide a theoretical basis for the development of Jinlun Industrial Company in the future market competition and growth, and lay a solid foundation for the clear direction of its main work. It is pointed out that the company should adopt the growth strategy, which can provide support for the smooth development of the company through the establishment of vertical growth strategy, alliance strategy, differentiation development strategy and fine management strategy. At the same time, we should set up the concept of differentiated development strategy, develop innovation and focus on differentiated brand strategy. In order to solve the problems existing in the development of Jinlun Company in the current market economy environment, we should support the solution of the problems existing in the process of the development of Jinlun Company from the two aspects of differentiated customer service and differentiated personnel image strategy. In order to truly enhance the overall development level of the company and then improve the performance level, the company can seize more market share to provide effective help and support.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F259.23

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