-I- 摘要 改革开放四十年以来，我国工业品生产取得了长足的发展，但过剩现象也不可 避免的出现。在国内，大多工业企业管理营销理念落后，以产定销的观念依然存在， 同质化严重，营销观念依然停留在拉关系、跑推销的层次。其市场竞争手段大多仍 是价格战、摊薄变动成本等。唐山中润煤化工有限公司主要产品是焦炭，整个焦炭 欧亿·体育（中国）有限公司生产工艺成熟稳定，产品同质化严重，产能过剩。加之唐山中润煤化工有限公 司营销策略本身存在一定的不足，如产品定位不准、销售区域定位不准、客户种类 定位不准等，近年来企业的利润不断被压缩，甚至在某些时段一度陷入亏损。 本文拟针对上述情况，着手进行解决。以唐山中润煤化工有限公司本身产品、 服务、人员、形象为竞争核心。以客户需求为目标，定制化的生产客户性价比最优 的产品，建立供需双方双赢的合作模式。具体过程是首先使用PEST分析法进行宏观 环境分析，然后使用五力模型分析法进行欧亿·体育（中国）有限公司环境市场分析，最后分析企业内部环 境。应用7Ps分析工具分析企业营销策略现状，给出了改进的方法，并在实践中得 到了验证。最后，提出了营销策略优化的实施措施和保障措施。从组织制度上建立 全员营销体系和质量管理体系；在人力资源方面配备合格的营销人员，并建立绩效 考核体系和培训制度，确保营销策略能够实施到位并取得预期的效果。以上策略的 实施提高了企业的盈利能力和生存能力，希望能够对相似企业有借鉴作用。 关键词：顾问式营销；PEST分析；7Ps营销理论；唐山中润煤化工有限公司 燕山大学工商管理硕士学位论文 -II- Abstract Sincethereformandopeningupfor40years,China'sindustrialproductionhasmade greatprogress,butthephenomenonofsurplusisinevitable.InChina,themanagement andmarketingconceptofmostindustrialenterprisesisbackward,andtheconceptof marketingbasedonproductionstillexists,withserioushomogenization,andthe marketingconceptisstillatthelevelofpullingrelationsandrunningsalespromotion. Mostofthemeansofmarketcompetitionarestillpricewaranddilutionofvariablecosts. ThemainproductofTangshanZhongrunCoalChemicalCo.,Ltd.iscoke.Theproduction processofthewholecokeindustryismatureandstable,theproducthomogenizationis seriousandtheproductioncapacityissurplus.Inaddition,themarketingstrategyof TangshanZhongrunCoalChemicalCo.,Ltd.itselfhascertaindeficiencies,suchas inaccurateproductpositioning,salesareapositioning,customertypepositioning,etc.,in recentyears,theprofitsoftheenterprisehavebeencontinuouslycompressed,andeven oncefellintoalossinsomeperiods. Thispaperintendstosolvetheaboveproblems.ToTangshanZhongrunCoal ChemicalCo.,Ltd.ownproducts,services,personnel,imageasthecoreofcompetition. Takingcustomerdemandasthegoal,customizedproductionofcustomercost-effective products,andestablishingwin-wincooperationmodebetweensupplyanddemandsides. ThespecificprocessistousePESTanalysismethodtoanalyzethemacroenvironment, thenusethefiveforcemodelanalysismethodtoanalyzetheindustryenvironmentand market,andfinallyanalyzetheinternalenvironmentoftheenterprise.Thispaperanalyzes thecurrentsituationofenterprisemarketingstrategywith7PSanalysistool,andgivesthe improvementmethod,whichhasbeenverifiedinpractice.Finally,theimplementation measuresandguaranteemeasuresofmarketingstrategyoptimizationareputforward.In ordertoensurethatthemarketingstrategycanbeimplementedinplaceandachievethe desiredresults,weshouldsetupthewholestaffmarketingsystemandquality managementsystemfromtheorganizationalsystem,allocatequalifiedmarketing personnelinhumanresources,andestablishtheperformanceevaluationsystemand Abstract -III- trainingsystem.Theimplementationoftheabovestrategiesimprovestheprofitabilityand viabilityofenterprises,hopingtoprovidereferenceforsimilarenterprises. Keywords:Consultingmarketing;PESTanalysis;7PSmarketingtheory;Tangshan ZhongrunCoalChemicalCo.,Ltd 目录 -V- 目录 摘要....................................................................................................................................I ABSTRACT.........................................................................................................................II 第1章绪论.....................................................................................................................1 1.1研究背景及意义......................................................................................................1 1.1.1研究背景............................................................................................................1 1.1.2研究意义............................................................................................................2 1.2国内外研究现状及述评..........................................................................................2 1.2.1国外研究现状....................................................................................................2 1.2.2国内研究现状....................................................................................................5 1.3研究内容及研究方法..............................................................................................9 1.3.1研究内容...........................................................................................................9 1.3.2研究方法...........................................................................................................9 第2章相关理论及分析工具概述...................................................................................11 2.1相关理论概述.........................................................................................................11 2.1.1工业品概念及营销.........................................................................................11 2.1.2顾问式营销.....................................................................................................14 2.1.37Ps服务营销理论...........................................................................................14 2.2相关分析工具........................................................................................................15 2.2.1PEST分析方法................................................................................................15 2.2.2波特五力模型.................................................................................................16 2.3本章小结................................................................................................................17 第3章唐山中润煤化工有限公司营销环境分析...........................................................19 3.1宏观环境分析.........................................................................................................19 3.1.1政策环境分析..................................................................................................19 3.1.2经济环境分析..................................................................................................20 3.1.3社会文化环境分析..........................................................................................21 3.1.4技术环境分析..................................................................................................22 燕山大学工商管理硕士学位论文 -VI- 3.2欧亿·体育（中国）有限公司环境分析.........................................................................................................23 3.2.1潜在进入者威胁分析......................................................................................23 3.2.2替代品的威胁分析..........................................................................................24 3.2.3供应商议价能力分析......................................................................................24 3.2.4购买者议价能力分析......................................................................................25 3.2.5竞争对手分析..................................................................................................30 3.3唐山中润煤化工有限公司内部环境分析.............................................................31 3.3.1地理位置及生产设施分析..............................................................................31 3.3.2组织结构及人员分析......................................................................................32 3.3.3资金状况分析..................................................................................................32 3.3.4营销策略现状分析.....................................................................