發(fā)布時(shí)間：2018-05-14 18:42

  本文選題：煤炭市場(chǎng) + 煤炭產(chǎn)品��； 參考：《西安理工大學(xué)》2017年碩士論文

【摘要】：隨著國(guó)家產(chǎn)業(yè)結(jié)構(gòu)的調(diào)整,能源機(jī)構(gòu)也隨之不斷優(yōu)化,特別是隨著年初國(guó)家要求煤炭去產(chǎn)能和煤礦減量化生產(chǎn)政策的影響下,使煤炭市場(chǎng)發(fā)生了非常大的變化,伴隨著去庫(kù)存,煤炭?jī)r(jià)格逐漸止跌,SD公司也迎來(lái)了良好的轉(zhuǎn)機(jī)。煤炭市場(chǎng)依然面臨供大于求的現(xiàn)狀,做好市場(chǎng)營(yíng)銷工作顯得尤為重要,怎樣把營(yíng)銷理論知識(shí)同SD公司的銷售現(xiàn)狀相結(jié)合,使煤炭銷售的問(wèn)題得以解決,并進(jìn)一步改進(jìn)煤炭銷售的方法,如何開(kāi)拓新的煤炭市場(chǎng),開(kāi)發(fā)新的客戶,使公司的利益最大化,是本文研究的核心問(wèn)題。本文以SD公司為研究對(duì)象,將市場(chǎng)營(yíng)銷理論與本公司煤炭產(chǎn)品的特點(diǎn)和煤炭行業(yè)現(xiàn)狀相結(jié)合,認(rèn)真分析SD公司的內(nèi)、外環(huán)境及現(xiàn)階段的營(yíng)銷狀況,找出營(yíng)銷過(guò)程中的不足,并應(yīng)用SWOT矩陣法綜合分析其優(yōu)、劣勢(shì)及機(jī)會(huì)、威脅。通過(guò)分析,得出我公司應(yīng)當(dāng)利用自身雄厚的實(shí)力、品牌價(jià)值高、公司所處區(qū)域煤炭資源豐富、不斷增強(qiáng)的運(yùn)輸能力、有配套先進(jìn)的洗煤廠、產(chǎn)品多樣化以及注重科技創(chuàng)新等優(yōu)勢(shì),對(duì)煤炭產(chǎn)品的市場(chǎng)進(jìn)行細(xì)分、選擇及定位,進(jìn)而制定SD公司的營(yíng)銷策略,并提出與之匹配的營(yíng)銷策略的實(shí)施建議。本文利用市場(chǎng)營(yíng)銷理論知識(shí)結(jié)合SD公司實(shí)際,指出其在煤炭產(chǎn)品營(yíng)銷策略方面的欠缺點(diǎn),提出建設(shè)性營(yíng)銷策略,對(duì)SD公司的煤炭產(chǎn)品營(yíng)銷提供有效指導(dǎo)。
[Abstract]:With the adjustment of the national industrial structure, the energy institutions have also been continuously optimized, especially under the influence of the national policy of requiring coal production capacity to go to capacity and the reduction of coal production at the beginning of the year, which has led to very great changes in the coal market, accompanied by destocking. Coal prices gradually stopped falling SD company also ushered in a good turn. The coal market is still facing the situation of oversupply, so it is very important to do the marketing work well. How to combine the marketing theory knowledge with the current sales situation of SD company, so that the problem of coal sales can be solved, How to develop new coal market, how to develop new customers, and how to maximize the profits of the company are the core problems of this paper. This paper takes SD Company as the research object, combines the marketing theory with the characteristics of the coal products and the present situation of the coal industry, analyzes the internal and external environment of SD Company and the current marketing situation, and finds out the shortcomings in the marketing process. SWOT matrix method is used to analyze its advantages, disadvantages, opportunities and threats. Through analysis, it is concluded that our company should make use of its own strong strength, high brand value, abundant coal resources in the region of the company, increasing transportation capacity, and supporting advanced coal washing plants. Product diversification and emphasis on scientific and technological innovation and other advantages, the coal product market segmentation, selection and positioning, and then formulate the marketing strategy of SD company, and put forward corresponding marketing strategy implementation suggestions. Based on the knowledge of marketing theory and practice of SD Company, this paper points out its deficiency in the marketing strategy of coal products, puts forward constructive marketing strategy, and provides effective guidance for the marketing of coal products of SD Company.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.21

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