山西省煤炭产品营销策略研究
发布时间：2019-01-30 09:43
【摘要】：煤炭是我国重要的一次性资源,长期以来煤炭在我国一次能源生产和消费结构的比例都在70%左右,而且这种现状在未来几十年都不会有大的变化。煤炭行业同时也是受经济形势和国家政策影响最大的行业,随着全球经济一体化程度不断加深,煤炭交易市场化程度逐步提高,加之新能源的迅速发展,煤炭开采技术的改善使得产量大大增加,煤炭市场由传统的“卖方市场”逐渐转变为“买方市场”。煤炭产业发展的制约因素由原来的单一资源约束变为资源和市场的双重约束,其所面临的挑战也前所未有的,山西省的煤炭产业也不例外。 山西省作为我国重要的煤炭能源基地和煤炭生产大省,未来在激烈的市场竞争环境中所面临的的不仅仅是来自国内其他传统的煤炭资源大省和正在崛起的如内蒙古、新疆等资源富集地的强势赶超,而且在煤炭产业市场化程度日趋深化的形势下,国际煤炭市场和发展形势也对我省的煤炭市场形成了巨大的威胁和冲击。山西的煤炭产业要顺应时代的变迁和产业环境的变化,在明确自身发展优势的同时,关键是要深入的分析自身的相对劣势,从经营的体制和模式入手,对市场的变化所反馈的信息作出及时的回应,以实际的行动快速地作出应急市场变化的措施。在持续通过加大科研的力度、提高相关煤炭产品的质量的同时,也应该对自身的产品营销的各种策略根据不同的市场、不同的时期进行一定的创新,保持行业决定性角色,提升核心竞争力,积极主动地取迎接新的挑战。 文章的写作过程中主要采用的是相关文献分析、走访调查市场、计量经济模型构建等研究方法,市场营销基本的原理和需求方行为研究的普遍思路融入其中,为的是对有关山西省煤炭产品营销策略进行讨论。本文从以下几个部分对山西省煤炭产业及其产品进行分析和研究：第一是就煤炭产品的基本内容作了简要的概述,进而引出了文章研究内容的作用；第二为了能够制定出关于山西省煤炭产品营销的可行性策略,笔者重点分析了本省煤炭产品在市场营销的过程中所面对的自然环境、经济环境、政策和社会环境,同时也应用了SWOT矩阵做了相关内容的分析；第三,是文章研究的重点部分,该部分结合了基本的需求方行为分析理论和统计学的回归模型的建立对调查问卷统计的数据结果进行深入剖析,通过对各种影响山西省煤炭产品需求方行为的因素的筛选,找出几个关键影响因素。第四,参照影响山西省煤炭市场需求方行为的因素和山西省煤炭产品当前营销中面临的问题和制约条件,得出以市场观念替代传统产量为中心思想、明确产品具体市场位置、采用差别定价、创建强势品牌、完善和拓展营销渠道等方面将是制定适合山西省煤炭企业发展的具体营销策略的依据。
[Abstract]:Coal is an important one-time resource in our country. For a long time, the proportion of coal production and consumption structure of primary energy in our country is about 70%, and this situation will not change greatly in the next few decades. At the same time, the coal industry is also the industry most affected by the economic situation and national policies. With the deepening of global economic integration, the degree of marketization of coal trading has gradually increased, and the rapid development of new energy sources. With the improvement of coal mining technology, the output is greatly increased, and the coal market has gradually changed from the traditional "seller's market" to the "buyer's market". The constraints on the development of the coal industry have changed from a single resource constraint to a dual constraint of the resources and the market, and the challenges it faces are unprecedented, and the coal industry in Shanxi Province is no exception. Shanxi Province is an important coal energy base and coal production province in our country. In the future, in the fierce market competition environment, Shanxi faces not only other traditional coal resources but also the rising Inner Mongolia. With the development of the coal industry in Xinjiang, the international coal market and the development situation have also formed a huge threat and impact to the coal market in our province. The coal industry in Shanxi should conform to the changes of the times and the changing industrial environment, and at the same time make clear its own development advantages, the key is to deeply analyze its relative disadvantages, starting with the management system and mode. Respond to the information feedback from market changes in a timely manner and act quickly to respond to market changes. While continuously increasing the scientific research efforts to improve the quality of related coal products, we should also carry out certain innovation according to different markets and different periods of time to maintain the decisive role of the industry in various marketing strategies of their own products. Enhance core competitiveness and take the initiative to meet new challenges. In the process of writing the article mainly uses the related literature analysis, visits the market, the econometric model construction and so on research method, the marketing basic principle and the demand side behavior research general thought to melt into it. In order to discuss the marketing strategy of coal products in Shanxi Province. In this paper, the coal industry and its products in Shanxi Province are analyzed and studied in the following parts: first, the basic content of coal products is briefly summarized, and then the role of the research content of the article is elicited; Second, in order to be able to formulate a feasible strategy on the marketing of coal products in Shanxi Province, the author focuses on the analysis of the natural environment, economic environment, policy and social environment faced by the province's coal products in the process of marketing. At the same time, the SWOT matrix is used to analyze the related contents. Thirdly, it is the key part of the article, which combines the basic theory of demand-side behavior analysis and the establishment of statistical regression model to analyze the results of questionnaire statistics. Through the screening of various factors affecting the demand side behavior of coal products in Shanxi Province, several key influencing factors are found out. Fourthly, referring to the factors affecting the demand side behavior of coal market in Shanxi Province and the problems and constraints faced in the current marketing of coal products in Shanxi Province, it is concluded that the central idea of replacing the traditional output with the market concept is to clarify the specific market position of the products. The adoption of differential pricing, the creation of strong brands, and the improvement and expansion of marketing channels will be the basis for formulating specific marketing strategies suitable for the development of coal enterprises in Shanxi Province.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.21
本文编号：2418005
[Abstract]:Coal is an important one-time resource in our country. For a long time, the proportion of coal production and consumption structure of primary energy in our country is about 70%, and this situation will not change greatly in the next few decades. At the same time, the coal industry is also the industry most affected by the economic situation and national policies. With the deepening of global economic integration, the degree of marketization of coal trading has gradually increased, and the rapid development of new energy sources. With the improvement of coal mining technology, the output is greatly increased, and the coal market has gradually changed from the traditional "seller's market" to the "buyer's market". The constraints on the development of the coal industry have changed from a single resource constraint to a dual constraint of the resources and the market, and the challenges it faces are unprecedented, and the coal industry in Shanxi Province is no exception. Shanxi Province is an important coal energy base and coal production province in our country. In the future, in the fierce market competition environment, Shanxi faces not only other traditional coal resources but also the rising Inner Mongolia. With the development of the coal industry in Xinjiang, the international coal market and the development situation have also formed a huge threat and impact to the coal market in our province. The coal industry in Shanxi should conform to the changes of the times and the changing industrial environment, and at the same time make clear its own development advantages, the key is to deeply analyze its relative disadvantages, starting with the management system and mode. Respond to the information feedback from market changes in a timely manner and act quickly to respond to market changes. While continuously increasing the scientific research efforts to improve the quality of related coal products, we should also carry out certain innovation according to different markets and different periods of time to maintain the decisive role of the industry in various marketing strategies of their own products. Enhance core competitiveness and take the initiative to meet new challenges. In the process of writing the article mainly uses the related literature analysis, visits the market, the econometric model construction and so on research method, the marketing basic principle and the demand side behavior research general thought to melt into it. In order to discuss the marketing strategy of coal products in Shanxi Province. In this paper, the coal industry and its products in Shanxi Province are analyzed and studied in the following parts: first, the basic content of coal products is briefly summarized, and then the role of the research content of the article is elicited; Second, in order to be able to formulate a feasible strategy on the marketing of coal products in Shanxi Province, the author focuses on the analysis of the natural environment, economic environment, policy and social environment faced by the province's coal products in the process of marketing. At the same time, the SWOT matrix is used to analyze the related contents. Thirdly, it is the key part of the article, which combines the basic theory of demand-side behavior analysis and the establishment of statistical regression model to analyze the results of questionnaire statistics. Through the screening of various factors affecting the demand side behavior of coal products in Shanxi Province, several key influencing factors are found out. Fourthly, referring to the factors affecting the demand side behavior of coal market in Shanxi Province and the problems and constraints faced in the current marketing of coal products in Shanxi Province, it is concluded that the central idea of replacing the traditional output with the market concept is to clarify the specific market position of the products. The adoption of differential pricing, the creation of strong brands, and the improvement and expansion of marketing channels will be the basis for formulating specific marketing strategies suitable for the development of coal enterprises in Shanxi Province.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.21
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