【作者】 羊省；

【导师】 叶乃沂；

【作者基本信息】 西南交通大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 本文从凝灰岩成因、岩石特点、成分特点及物理化学性质入手,分析西藏凝灰岩矿产容量、开发利用方向及市场前景；针对西藏地区特殊的市场环境,对西藏凝灰岩进行市场分析和市场预测分析,综合分析结果对西藏凝灰岩市场进行推广策略分析并给出市场建议。结合西藏地区政策环境、经济环境、技术环境和社会环境,西藏凝灰岩市场分析从西藏凝灰岩市场需求、需求层次及生产加工时间这三个方面入手,分析掌握了：西藏地区对基础设施建设所需建筑材料、农林牧产业和工业发展所需凝灰岩产品的市场需求；民用、工用和军用顾客群体对凝灰岩产品层次的不同需求；不同层次凝灰岩产品所需的生产加工时间等。西藏凝灰岩市场预测分析从市场容量、市场价格及生产发展趋势与过程这三方面入手,借鉴我国发达地区凝灰岩市场发展状况与趋势,根据西藏地区发展规划预测不同发展时期的凝灰岩产品结构变化及市场容量；从扩大生产状况、生产投入成本、原材料价格、利润水平等方面预测西藏凝灰岩市场价格；从经济发展、技术进步和市场新需求等方面分析预测西藏凝灰岩市场产品结构与产能的变化和西藏凝灰岩产品的发展趋势。通过对西藏凝灰岩产品的市场分析和市场预测,运用4P理论提出西藏凝灰岩市场推广策略,包括产品策略、渠道策略、定价策略和促销策略。产品策略着力于打造西藏地区自产自销凝灰岩产品品牌,加强产品质量管理、增强品牌服务意识,并针对不同顾客群体和不同产品需求做好凝灰岩产品组合策略；渠道策略要以顾客便利性为原则,针对不同目标客户与产品选择合适的营销渠道并建立完善的管理机制；定价策略要根据产品不同、产品质量的不同和产品供求状况制定差别价格；促销策略要以企业产品市场的开拓和稳步发展为目标,将过程返利和个性化定制返利相结合的新思路做好产品促销,实现企业的长远战略目标。分析发展西藏凝灰岩产品的优势、劣势、威胁和机遇,根据西藏凝灰岩市场推广策略,对发展西藏凝灰岩产品提出六点市场建议。更多还原

【Abstract】 This article is trying to propose a feasible marketing strategy for tuff business in Tibet market. At first, the formation, characteristics, components, physical and chemical properties of the tuff will be introduced. Readers could understand how the tuff could be used from our introduction. Then, we will look into the deposit capacity and the market potential of tuff in Tibet area. The market potential analysis consists of two parts:the current status of tuff product market and demand forecast of tuff product in Tibet area. The article will be concluded with our proposals based on our research.Based on Tibet government regulation, the economic situation, technology availability and social environment, we focus our analysis on market demand, demand levels and the time needed for production to understand current market situation. The first, we are trying to identify the requirements of tuff as building materials, agriculture manure, industry materials et al. The second, we are trying to understand the specific requirement of the tuff product from different customers. At last, we provide an estimation of time needed for producing different tuff products. In the market demand forecast analysis, we will look into the market capacity of different product portfolio, price changing trend and tuff production trend in Tibet. By comparing with developed area and at the same time accounting for the development program in Tibet area, we will analyze the capital needed for business establishment and expansion, raw material cost, profit margin and the upgrade of tuff product etc.Based on our market research on current market and demand forecast for tuff products, we work out our marketing strategy for promoting tuff product in Tibet area by applying4P theory, including product strategy, place strategy, price strategy and promotion strategy. Product strategy should put emphasis on building Tibet tuff brand, enhancing product and service quality; arrange produce portfolio strategy according to different customers and requirements for tuff products. Place strategy should choose appropriate marketing channels for different tuff products to approach different target customers providing convenience and availability to the customers; set up sound management systems accordingly to make best use of those marketing channels. Price strategy should design different price of tuff products according to different tuff products and product quality, as well as the relationship between the market demand and production capacity. Price strategy should apply rebate policy on different time of the year and customizing rebate plan for specific customers aiming at steadily development of the market and grow of the business. We analyze the advantages, disadvantages, threat and opportunities of the development of Tibet tuff products; according to the marketing promotion strategies, we propound six marketing strategies for the development of Tibet tuff business.更多还原