江苏悦达贸易公司营销战略研究

【作者】 孙开功；

【导师】 逯宇铎；

【作者基本信息】 大连理工大学 ， 工商管理， 2004， 硕士

【摘要】 江苏悦达贸易公司是江苏悦达集团旗下的一个专门从事煤炭经营的公司。长期以来，由于受到计划经济的影响，公司忽视了市场营销研究。 在通过市场调研和查阅许多参考文献的基础上，作者取得了一批有价值的数据。该论文试图通过对公司的营销问题成因和战略环境进行分析，找出适合公司发展的市场营销战略。论文主要分以下四个部分。 第一部分，引言，简要介绍了企业状况，并且根据企业的情况提出了问题，阐明了论文的研究方法与基本结构。 第二部分，公司营销问题成因分析，主要从企业理念、人力资源、销售能力和财务能力等方面对公司营销中所存在问题的成因进行了分析。 第三部分，公司战略环境分析，着重从经济环境、我国煤炭行业状况、主要竞争对手、替代产品、顾客分析等方面进行了分析，试图找出战略环境中的机会与威胁。 第四部分，市场营销战略制定，在市场细分的基础上，选择公司的目标市场—江苏煤炭市场，为实现所制定的战略目标，论文针对公司的实际情况制定了与其相适应的战略措施，对产品策略、价格策略、促销策略、营销组织结构设计、销售队伍建设等作出了相应的安排。 公司的营销理念一定要进行彻底转变，应把着眼点放在扩大公司与客户之间的共同利益上，通过更好地满足客户的需求不断来实现自我发展。更多还原

【Abstract】 Jiangsu Yueda Trade Corporation (YDTC) belongs to Jiangsu Yueda Group .It deals in coal specially. Influenced by planned economy in the long run, it ignored the marketing research.After the writer makes a lot of investigations on marketing, consults reference books and possesses valuable data, this paper tries to find proper marketing strategy for YDTC by the analysis of formation reason of the company marketing problem and strategic environment. The paper includes:The first part, foreword, has introduced the enterprise briefly, and has put forward the question according to the situation of the enterprise, the research approach to expound thesis and basic structure.The second part, is analyzed, mainly from the business enterprise principle, human resource, sales ability, finance ability etc.The third part, strategic environmental analysis, have analyzed from the respects, such as economic environment, our country coal profession condition, substitute products, customer analyzing, main rival, etc. Emphatically, attempt to find out the chance and threat in the strategic environment.The fourth part, marketing strategy is made, on the basis of subdividing in the market, choose the target market of this company梩he coal market of Jiangsu, and is directed against its reality and made instead of the strategic measure that meets.YDTC’ s marketing idea must shift from trying to maximize company profit from each transaction to maximizing the mutual profit from each relationship. It makes money by satisfying customer needs better than its competitors.更多还原