論文編號(hào)：xx 水泥市場(chǎng)營(yíng)銷策略研究中國(guó)政法大學(xué)研究生院二一七年三月摘 要1xx 水泥市場(chǎng)營(yíng)銷策略研究摘 要隨著我國(guó)水泥產(chǎn)業(yè)結(jié)構(gòu)的不斷改善和水泥產(chǎn)能的大幅增長(zhǎng)，水泥產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)日益加劇，水泥企業(yè)對(duì)市場(chǎng)營(yíng)銷策略的應(yīng)用顯得越來(lái)越重要。國(guó)家對(duì)房地產(chǎn)市場(chǎng)的調(diào)控力度不斷加大，國(guó)內(nèi)建材行業(yè)產(chǎn)能過(guò)剩局面嚴(yán)重，市場(chǎng)競(jìng)爭(zhēng)日趨激烈，建材市場(chǎng)優(yōu)勝劣汰不斷深化，以水泥為主的建材企業(yè)面臨艱難的市場(chǎng)營(yíng)銷形勢(shì)。若要在激烈的市場(chǎng)競(jìng)爭(zhēng)中取勝，就必須進(jìn)行深入的營(yíng)銷策略研究，對(duì)建材市場(chǎng)競(jìng)爭(zhēng)、市場(chǎng)需求、消費(fèi)者傾向等進(jìn)行統(tǒng)籌把握，分析出目前營(yíng)銷存在的問(wèn)題，并以此為依據(jù)分析制定出科學(xué)有效的建材產(chǎn)品營(yíng)銷策略，確定相應(yīng)的實(shí)施步驟及保障措施。只有這樣，才能構(gòu)建和完善企業(yè)現(xiàn)代組織形式，才能實(shí)現(xiàn)新型建材產(chǎn)品營(yíng)銷模式的優(yōu)化和創(chuàng)新，才能搶先抓住市場(chǎng)機(jī)遇市場(chǎng)營(yíng)銷水平的大提升，從而推動(dòng)建材企業(yè)的長(zhǎng)久健康發(fā)展。xx 水泥經(jīng)貿(mào)有限公司是一家水泥制造企業(yè)，在當(dāng)前市場(chǎng)競(jìng)爭(zhēng)日益激烈的狀況下，企業(yè)發(fā)展經(jīng)歷嚴(yán)峻考驗(yàn)，而目前缺乏相對(duì)成熟的營(yíng)銷策略作為指導(dǎo)。論文從國(guó)內(nèi)外市場(chǎng)營(yíng)銷理論及建材行業(yè)發(fā)展理論入手，分析 xx 水泥經(jīng)貿(mào)有限公司營(yíng)銷現(xiàn)狀和面臨的產(chǎn)銷矛盾突出、價(jià)格下滑、核心客戶群萎縮、行業(yè)領(lǐng)先地位受到?jīng)_擊等問(wèn)題，從借助營(yíng)銷 4P理論從深層次分析出這些問(wèn)題的根本原因，主要是品牌建設(shè)、價(jià)格機(jī)制、分銷渠道、促銷政策方面存在諸多問(wèn)題與不完善。論文借助 STP戰(zhàn)略理論對(duì) xx 水泥經(jīng)貿(mào)有限公司的市場(chǎng)進(jìn)行細(xì)分，確定目標(biāo)市場(chǎng)，從而對(duì)該公司進(jìn)行科學(xué)、合理的市場(chǎng)定位，運(yùn)用以 4P 為核心的營(yíng)銷組合理論，制定出適合自身發(fā)展的營(yíng)銷策略: 產(chǎn)品策略、價(jià)格策略、銷售渠道策略、促銷策略，并以制度、人員、技術(shù)等作為支撐，確保營(yíng)銷策略的實(shí)施與保障。最后將該企業(yè)在實(shí)現(xiàn)市場(chǎng)轉(zhuǎn)型中的成功經(jīng)驗(yàn)進(jìn)行總結(jié)提煉，以期對(duì)其他建材企業(yè)也具有重要借鑒意義。關(guān)鍵詞：xx 水泥；市場(chǎng)營(yíng)銷；策略研究ABSTRACT1ABSTRACTwith the increase of cement industry structure of china and the continuous improvement of cement production capacity, cement products increasingly intense market competition, the application of cement enterprises to the market marketing strategy is becoming more and more important efforts to control the state of the real estate market continues to increase, the domestic building materials industry overcapacity situation is serious, increasingly fierce competition in the market, building materials market the survival of the fittest is deepening, to cement building materials enterprises are facing difficult market marketing situation if you want to win in the fierce competition in the market, it is necessary to study the marketing strategy deeply, the market demand for building materials market competition, consumers tend to conduct the overall grasp, the analysis of the current camp pin the problems, and on the basis of analysis to develop a scientific and effective building product marketing strategy, determine the implementation steps and the corresponding security measures only in this way, in order to construct and improve the modern enterprise organization form, in order to achieve the optimization and innovation of new building materials products marketing model, the first to seize the market opportunities to improve the marketing level for a long time, so as to promote the healthy development of the building materials enterprisesbeijing jinyu cement trade co ltd is a cement manufacturing enterprises, in the current increasingly competitive market situation, the development of enterprises experienced a severe test, but the current lack of relatively mature marketing strategy as a guide this paper from the domestic and foreign marketing theory and the development of the building materials industry theory, analysis of beijing jinyu cement trade co ltd marketing the present situation and facing the contradiction production, prices decline, the core customer base shrinks, a leading position in the industry by the impact of such issues, from through the 4p marketing theory analyzes the root xx 水泥市場(chǎng)營(yíng)銷策略研究2cause of these problems is mainly from the deep level, brand building, price mechanism, distribution channel, promotion policy exists a lot of problems and is not perfect the stp strategic theory to classify the beijing jinyu cement trade limited company with the market, determine the target market, so as to carry out the science of the company, reasonable market position, applying marketing theory to 4p as the core, to develop suitable self development marketing strategy: product strategy, price strategy, sales channel strategy, promotion strategy, and with the system, personnel, technology as a support, to ensure the implementation and guarantee of marketing strategy finally summarized in the realization of market transformation in the successful experience of the enterprise, but also has important reference significance for other building materials enterprisesKEY WORDS:beijing jinyu cement; marketing; strategy researchABSTRACT1目 錄 第 1 章 緒論 11.1 研究背景和意義 .11.2 國(guó)內(nèi)外研究文獻(xiàn)綜述 .21.2.1 國(guó)外研究現(xiàn)狀 .21.2.2 國(guó)內(nèi)研究現(xiàn)狀 .21.3 研究思路 .41.4 研究方法 .41.5 理論綜述 .51.5.1 市場(chǎng)營(yíng)銷基本概念 .51.5.2 市場(chǎng)營(yíng)銷管理 .51.5.3 傳統(tǒng)的 4P 營(yíng)銷理論 .51.5.4 現(xiàn)代營(yíng)銷管理新 4P 理論 .61.6 創(chuàng)新點(diǎn) .6第 2 章 XX 水泥市場(chǎng)營(yíng)銷現(xiàn)狀分析 .82.1xx 水泥經(jīng)貿(mào)有限公司簡(jiǎn)介 .82.2xx 水泥營(yíng)銷現(xiàn)狀 .82.2.1 營(yíng)銷組織結(jié)構(gòu)現(xiàn)狀分析 .82.2.2 營(yíng)銷團(tuán)隊(duì)結(jié)構(gòu)現(xiàn)狀分析 .102.2.3 營(yíng)銷策略現(xiàn)狀分析 .10第 3 章 XX 水泥經(jīng)貿(mào)有限公司面臨的營(yíng)銷問(wèn)題及原因 .133.1xx 水泥經(jīng)貿(mào)有限公司面臨的營(yíng)銷問(wèn)題分析 .133.1.1 供給結(jié)構(gòu)失衡 .143.1.2 邊際貢獻(xiàn)遞減 .143.1.3 核心客戶萎縮 .153.1.4 市場(chǎng)優(yōu)勢(shì)喪失 .153.2xx 水泥經(jīng)貿(mào)有限公司營(yíng)銷問(wèn)題的原因分析 .163.2.1 產(chǎn)品組合不合理 .163.2.2 價(jià)格機(jī)制不完善 .163.2.3 分銷渠道受限制 .173.2.4 促銷政策滯后 .17第 4 章 XX 水泥目標(biāo)市場(chǎng)的選擇及定位 .19xx 水泥市場(chǎng)營(yíng)銷策略研究24.1 水泥市場(chǎng)的細(xì)分 .194.1.1 地理市場(chǎng)細(xì)分 .194.1.2 客戶市場(chǎng)細(xì)分 .204.2xx 水泥目標(biāo)市場(chǎng)的選擇 .204.2.1 季節(jié)市場(chǎng)的選擇 .214.2.2 地域市場(chǎng)的選擇 .214.2.3 產(chǎn)品市場(chǎng)的選擇 .224.3xx 水泥經(jīng)貿(mào)有限公司產(chǎn)品的市場(chǎng)定位 .224.3.1 季節(jié)市場(chǎng)定位 .224.3.2 地域市場(chǎng)定位 .224.3.3 產(chǎn)品市場(chǎng)定位 .23第 5 章 XX 水泥經(jīng)貿(mào)有限公司營(yíng)銷策略的制定 .245.1 產(chǎn)品策略 .245.1.1 保障產(chǎn)品質(zhì)量 .245.1.2 樹立品牌形象 .265.1.3 延伸產(chǎn)品線 .265.2 價(jià)格策略 .275.2.1 區(qū)域差別定價(jià) .285.2.2 客戶類型差別定價(jià) .285.2.3 產(chǎn)品及付款方式差別定價(jià) .285.3 渠道策略 .285.3.1 堅(jiān)持企業(yè)直銷渠道 .295.3.2 采用代理商渠道 .295.3.3 建立產(chǎn)品互補(bǔ)渠道