兰州石化三联公司营销策略研究
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摘要
随着国有企业改革的进一步深化,大型国企存续企业的生存与发展问题不断显现。2006年起中国石油集团公司加快了深化基地后勤业务板块的改革步伐,已确定今后对存续企业中的业务、产品将逐步实现市场化经营。
三联公司是兰州石化分公司的二级生产单位,特色产品为面制品,主要面向公司内部员工。由于长期依托主业生存,三联公司在市场化经营中存在很多问题,如营销思想没有真正以市场为导向、营销策略较单一、开发新市场的能力欠佳、市场营销体系不能适应市场变化的需要等。在即将步入市场化经营,并且行业竞争日趋激烈的背景下,如何调整自己,抓住机遇接受挑战,是企业领导者最关注的问题。
营销策略是企业实施战略计划的重要组成部分,是企业管理中重要的环节。在我国企业从生产观念向市场观念的转变过程中,市场营销被提高到了一个前所未有的高度。因此运用营销理论,积极组织高效的营销体系、实施灵活而有效的营销策略、努力开拓产品市场、挖掘潜在的消费者、扩大市场份额,对三联公司的生存与发展有着相当重要的普遍意义;企业只有在利益驱动和竞争压力下,积极地开展市场营销,并且在搞好市场营销的过程中,不断增强企业的竞争力和抵抗市场经营风险的能力,才能实现企业的生存和发展;同时也可以为其它类似企业的营销策略提供参考和借鉴。
As the state-owned enterprises further deepening of reform, the survival and development problems of unreformed corporations in large state-owned enterprises appear continually. Since 2006, China National Petroleum Corporation (CNPC) has accelerated the pace of reform of base logistic operations plate and identified the gradual market operations in unreformed corporations business and products.
Sanlian Corporation, one of the second level units of Lanzhou Petrochemical Company, specializes in flour products and mainly serves internal staff. For long-term rely on Lanzhou Petrochemical Company, the Sanlian Corporation has many problems in the market operation as following: no real guide in marketing thinking, single marketing strategy, poor ability in new market developing, and unfit market system to the changing of market needs. In the forthcoming market operation and increasingly fierce competition background, how to adjust the unit own, seize the opportunity, and accept challenges, are the most concerned issues to the unit leaders.
Marketing strategy is an important sector of the enterprise implementation of the strategic plan, as well as an important component in enterprise management. In China's enterprises process from production concept to market concept, marketing has been raised to an unprecedented height. Therefore, use of marketing theory, organization of efficient marketing system, implementation of flexible and effective marketing strategies, expansion of market and potential consumers, and increase of market share have very important universal significance to Sanlian Corporation's survival and development. Under interest-driven and competitive pressures, the unit does a good job in the marketing process and continues to strengthen the competitiveness and market risk resistance capacity, in order to achieve the survival and development of enterprises. At the same time, the study supplies reference for other similar enterprises marketing strategy.
三联公司是兰州石化分公司的二级生产单位,特色产品为面制品,主要面向公司内部员工。由于长期依托主业生存,三联公司在市场化经营中存在很多问题,如营销思想没有真正以市场为导向、营销策略较单一、开发新市场的能力欠佳、市场营销体系不能适应市场变化的需要等。在即将步入市场化经营,并且行业竞争日趋激烈的背景下,如何调整自己,抓住机遇接受挑战,是企业领导者最关注的问题。
营销策略是企业实施战略计划的重要组成部分,是企业管理中重要的环节。在我国企业从生产观念向市场观念的转变过程中,市场营销被提高到了一个前所未有的高度。因此运用营销理论,积极组织高效的营销体系、实施灵活而有效的营销策略、努力开拓产品市场、挖掘潜在的消费者、扩大市场份额,对三联公司的生存与发展有着相当重要的普遍意义;企业只有在利益驱动和竞争压力下,积极地开展市场营销,并且在搞好市场营销的过程中,不断增强企业的竞争力和抵抗市场经营风险的能力,才能实现企业的生存和发展;同时也可以为其它类似企业的营销策略提供参考和借鉴。
As the state-owned enterprises further deepening of reform, the survival and development problems of unreformed corporations in large state-owned enterprises appear continually. Since 2006, China National Petroleum Corporation (CNPC) has accelerated the pace of reform of base logistic operations plate and identified the gradual market operations in unreformed corporations business and products.
Sanlian Corporation, one of the second level units of Lanzhou Petrochemical Company, specializes in flour products and mainly serves internal staff. For long-term rely on Lanzhou Petrochemical Company, the Sanlian Corporation has many problems in the market operation as following: no real guide in marketing thinking, single marketing strategy, poor ability in new market developing, and unfit market system to the changing of market needs. In the forthcoming market operation and increasingly fierce competition background, how to adjust the unit own, seize the opportunity, and accept challenges, are the most concerned issues to the unit leaders.
Marketing strategy is an important sector of the enterprise implementation of the strategic plan, as well as an important component in enterprise management. In China's enterprises process from production concept to market concept, marketing has been raised to an unprecedented height. Therefore, use of marketing theory, organization of efficient marketing system, implementation of flexible and effective marketing strategies, expansion of market and potential consumers, and increase of market share have very important universal significance to Sanlian Corporation's survival and development. Under interest-driven and competitive pressures, the unit does a good job in the marketing process and continues to strengthen the competitiveness and market risk resistance capacity, in order to achieve the survival and development of enterprises. At the same time, the study supplies reference for other similar enterprises marketing strategy.
引文
[1](美)菲利普.科特勒《营销管理》(第11版)上海人民出版社
[2](美)麦克尔.波特:《竞争优势》华夏出版社,1998年版
[3]徐二明:《企业战略管理》,中国经济出版社,2002年版
[4]吴健安:《营销管理》,高等教育出版社,2003年版
[5]郭国庆,市场营销管理——理论与模型。中国人民大学出版社,1995
[6]张光忠,世界营销比较。中信出版社,1996
[7]迈克尔·J·贝克.市场营销百科[M].沈阳:辽宁教育出版社,1998
[8]沈应仙.新经济时代的市场营销组合及其模式.市场营销,2004(11)
[9]刘纪鹏.民营企业制度创新的挑战与机遇.研究报告,2001(6)
[10]王莹,韩兴宇,张霄洁.绿色营销新论.市场营销,2005(5)
[11]侯书森.市场营销学·精华读本[M].民主与建设出版社,2001
[12]吴涛.市场营销管理(修订版)[M].中国发展出版社,2005
[13]何立居.市场营销理论与实务[M].北京:机械工业出版社,20041
[14]罗文英.市场营销学策略与实训[M].上海:华东理工大学出版社,20041
[15]陈春宝,杨德林.市场营销学[M].北京:中国经济出版社,20041
[16]李升.新编市场营销学[M].中山大学出版社,2003
[17]吴健安.市场营销学[M].高等教育出版社,2004
[18]赵国柱.市场营销学理论与应用[M].物质出版社,2004
[19]中油关于深化基地后勤服务业务板块指导意见等资料
[20]兰 州石化三联公司相关报告、报表等资料
[21]差异化、企业管理www.globrand.com
[22]中国营销传播网 www.emkt.com.cn
[23]《销售与市场》 www.cmmo.com.cn
[2](美)麦克尔.波特:《竞争优势》华夏出版社,1998年版
[3]徐二明:《企业战略管理》,中国经济出版社,2002年版
[4]吴健安:《营销管理》,高等教育出版社,2003年版
[5]郭国庆,市场营销管理——理论与模型。中国人民大学出版社,1995
[6]张光忠,世界营销比较。中信出版社,1996
[7]迈克尔·J·贝克.市场营销百科[M].沈阳:辽宁教育出版社,1998
[8]沈应仙.新经济时代的市场营销组合及其模式.市场营销,2004(11)
[9]刘纪鹏.民营企业制度创新的挑战与机遇.研究报告,2001(6)
[10]王莹,韩兴宇,张霄洁.绿色营销新论.市场营销,2005(5)
[11]侯书森.市场营销学·精华读本[M].民主与建设出版社,2001
[12]吴涛.市场营销管理(修订版)[M].中国发展出版社,2005
[13]何立居.市场营销理论与实务[M].北京:机械工业出版社,20041
[14]罗文英.市场营销学策略与实训[M].上海:华东理工大学出版社,20041
[15]陈春宝,杨德林.市场营销学[M].北京:中国经济出版社,20041
[16]李升.新编市场营销学[M].中山大学出版社,2003
[17]吴健安.市场营销学[M].高等教育出版社,2004
[18]赵国柱.市场营销学理论与应用[M].物质出版社,2004
[19]中油关于深化基地后勤服务业务板块指导意见等资料
[20]兰 州石化三联公司相关报告、报表等资料
[21]差异化、企业管理www.globrand.com
[22]中国营销传播网 www.emkt.com.cn
[23]《销售与市场》 www.cmmo.com.cn