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安徽工业大学工商学院

毕业设计(论文)任务书

课题名称 学 院 专业班级 姓 名 学 号

海螺水泥江苏上海区域营销策略研究

工商学院 市场营销1242班

徐磊 121847400

毕业设计（论文）的主要内容:

1． 针对论题选择海螺水泥江苏上海分公司进行调研，并做相应的分析； 2． 收集国内外专业研究文献，了解研究成果与动态，并对文献进行翻译和综述,撰写开题报告；

3． 在指导老师的指导下完成论文大纲的编写或细化； 4． 海螺水泥江苏上海区域营销策略相关理论探讨； 5． 海螺水泥江苏上海区域营销策略存在的问题分析；

6． 对海螺水泥江苏上海区域营销策略存在问题的解决对策； 7． 进行论文的写作与修改；

8． 在以上过程中做好论文工作日志的记录； 9． 完成定稿后按照规范打印装订，并准备答辩。

指导教师签字： 日期： 年 月 日

摘 要

“十二五”规划以来，中国加快经济结构转型和增长方式转变，宏观经济逐渐进入新常态，经济增速进入稳定增长阶段，固定资产投资增速趋缓。海螺水泥面临着来自宏观经济、行业环境、宏观政策、内部环境等多方面威胁,但同时也有许多新的机遇。希望通过本文的研究，能为海螺水泥江苏上海区域及整个集团的发展策略研究及制定提供参考。

江苏上海区域是海螺水泥近几年关注的热点区域，也是海螺水泥重要的市场。本文以研究拓展江苏上海区域的营销策略为主要内容。首先对研究所涉及的营销策略理论做了总结和概括，接着对公司所处的宏观营销环境、微观营销环境进行分析，然后以SWOT研究理论为基础，根据企业面临的机遇和威胁，结合江苏上海区域自身的优劣势，提出了企业的营销战略。并且运用STP分析和经典4P营销组合理论，总结了江苏上海区域的市场细分、定位以及目标市场策略，并针对公司实际提出相应的营销组合策略及优化措施。

关键词：营销策略;营销环境;SWOT分析;

Abstract

Since the 12th five-year plan, China to speed up the transformation of economic structure and change of the pattern of economic growth, macroeconomic gradually into the new normal, economic growth into the stable growth phase, the fixed asset investment growth to slow. Conch cement is facing from the macro economy, industry environment, macro policies, internal environment threat, but it also has a lot of new opportunities. Hope that through this article research, to conch cement jiangsu Shanghai area and the group's development strategy research and provide the reference.

The hot spot in the Shanghai area is conch cement in recent years in jiangsu area, also is the important market conch cement. Based on the research development of Shanghai, jiangsu region as the main content of marketing strategy. The marketing strategy of research involving theory has made the summary and the summary, and then to the company macro marketing environment and micro marketing environment is analyzed, and then based on the SWOT research theory, according to the opportunities and threats facing the enterprises, combined with the advantages and disadvantages of Shanghai, jiangsu area itself, put forward the marketing strategy of the enterprise. And use the STP analysis and classic 4 p marketing mix theory, summarizes the Shanghai, jiangsu region segmentation, positioning and target market strategy, and put forward the corresponding marketing mix strategy for the company and the optimization measures.

Key words: marketing strategy; Marketing environment; SWOT analysis;

目 录

1．绪论 ................................................................................................................................. 1

1.1研究背景和意义 ..................................................................................................... 1 1.2研究思路和框架 ..................................................................................................... 1 1.3相关理论研究综述 ................................................................................................. 2 2.安徽海螺水泥股份有限公司概况及行业发展现状 ........................................................ 4

2.1公司简介 ................................................................................................................. 4 2.3水泥行业发展现状 ................................................................................................. 5 3.海螺水泥江苏上海区域市场营销环境分析 .................................................................... 7

3.1海螺水泥江苏上海区域宏观营销环境分析 ......................................................... 7

3.1.1政治法律环境 .............................................................................................. 7 3.1.2经济环境 ...................................................................................................... 8 3.2海螺水泥江苏上海区域微观营销环境分析 ....................................................... 10

3.2.1企业内部环境 ............................................................................................ 11 3.2.2顾客 ............................................................................................................ 11 3.2.3竞争者 ........................................................................................................ 11 3.2.4供应商 ........................................................................................................ 12 3.3海螺水泥江苏上海区域SWOT分析 .................................................................. 12 3.3.3海螺水泥主要优势 .................................................................................... 12 3.3.4海螺水泥主要劣势 .................................................................................... 13 3.3.5海螺水泥面临的潜在威胁 ........................................................................ 13 3.3.6海螺水泥面临的发展机遇 ........................................................................ 14

4.海螺水泥江苏上海区域STP战略分析 ......................................................................... 16

4.1市场细分战略 ....................................................................................................... 16

4.1.1市场细分的概念 ........................................................................................ 16 4.1.2海螺集团江苏上海区域市场细分 ............................................................ 16 4.2目标市场战略 ....................................................................................................... 16 4.2.1目标市场定义 ............................................................................................ 16 4.2.2海螺水泥江苏上海区域的目标市场选择及策略 .................................... 17 4.3市场定位战略 ....................................................................................................... 17

4.3.1定位高端 .................................................................................................... 17 4.3.2不放弃低端市场 ........................................................................................ 17

5.海螺水泥江苏上海区域的营销策略组合 ...................................................................... 18

5.1产品策略 ............................................................................................................... 18

5.1.1改善公司产品结构 .................................................................................... 18 5.1.2改进产品包装 ............................................................................................ 18

5.1.3加强技术研究建立良好的顾客沟通机制 ................................................ 18

5.2价格策略 ............................................................................................................... 19 5.2.1采取不同的定价策略 ................................................................................ 19 5.2.2维护价格体系 ............................................................................................ 19 5.3促销策略 ....................................................................................................... 19 5.4渠道策略 ............................................................................................................... 20

5.4.1解决好窜货问题 ........................................................................................ 20 5.4.2引导经销商加强对终端的掌控 ................................................................ 20 5.4.3实施以提高消费者购物便利性为导向的渠道策略 ................................ 20

6.海螺水泥上海江苏区域营销策略存在的问题和对策 .................................................. 22

6.1促销方面 ............................................................................................................... 22 6.2价格方面 ............................................................................................................... 22 6.3渠道方面 ............................................................................................................... 22 结束语 ................................................................................................................................. 24 致谢 ..................................................................................................................................... 25 参考文献： ......................................................................................................................... 26