秦海公司营销战略规划及其策略运用
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摘要
中国的水电建筑业从80年代以来，在计划经济到市场经济的转轨过程中发生了巨大的变化。在进入市场经济以后，随着市场的开放，水电建筑业已由计划经济下的半垄断行业转变为一个多寡头的不完全竞争的行业。同时，目前具有相近资质水平的多家大型水电建筑企业将要面对的是一个相对有限的市场需求，只有通过把企业资质所代表的综合实力转化为现实的生产力和市场竞争力，开拓市场并占据尽可能多的市场份额，才能使企业有可能立于不败之地。因此市场营销已经成为当前竞争形势下无可回避的经营方式。秦海公司在目前的行业态势下，只有以市场营销为核心，根据企业自身的资源优势和经营特点，制定出具有前瞻性的市场营销战略规划及其策略运用，从市场营销的角度为秦海公司的生存与发展提供战略导引以及实际的运用。
本文以营销理论为基础，对水电建筑业的行业特点、影响水电建筑业营销的关键性因素进行分析，结合秦海公司的微观环境分析，归纳出秦海公司的优势与劣势、威胁和机会。在上述分析研究的基础上，本文以管理学、经济学、市场营销学、发展战略及相关理论做指导，指定了企业的营销战略规划，并集中研究了市场策略、促销策略、价格策略和风险控制策略以及策略的运用，保证了秦海公司市场营销战略规划的实战应用。
Have changed enormously in the transition course of market economy that hydroelectric architecture industry of China has gotten since the eighties, in planned economy. After entering market economy, the opening with the market, hydroelectric architecture industry already at to monopolize industry change one a piece of number the trades of imperfect competitions of heads into at half planned economy. Besides, many large-scale hydroelectric architecture enterprises with close human quality level at present will be in the presence of a relatively limited market demand , Only pass and turn the comprehensive strength that the enterprise human quality represents into realistic productivity and market competitiveness , Exploit market and occupy the possible market share more, could make enterprise possible to establish in an unassailable position . So marketing become at present competition have management style that avoid by situation already. Qinhai company under the present trade situation, only regard marketing
as the core, According to the enterprise's own resource advantage and characteristic of managing, perspective marketing strategically planning and strategy are used to make out, At the angles of marketing at Qinhai the existences of company and development offer strategic guide and actual applications.
This text is based on marketing theory, to the trade characteristic of hydroelectric architecture industry, influence the key factor of
construction marketing of hydroelectric architecture industry to analyze, It combines Qinhai the micro environmental analyses of company sum up and publish Qinhai the strength and weakness, opportunity and threats of company. On the basis of above-mentioned ones that analyze and research, this text at management, marketing study economics, and relevant theory make guide development strategy, Having appointed the marketing strategically planning of the enterprise, and the application of concentrating on having studied the strategy of market, promoting the strategy, price strategy and risk control strategy and strategy, Have guaranteed the actual combat application of sea marketing strategically planning of company of Qinhai.
本文以营销理论为基础，对水电建筑业的行业特点、影响水电建筑业营销的关键性因素进行分析，结合秦海公司的微观环境分析，归纳出秦海公司的优势与劣势、威胁和机会。在上述分析研究的基础上，本文以管理学、经济学、市场营销学、发展战略及相关理论做指导，指定了企业的营销战略规划，并集中研究了市场策略、促销策略、价格策略和风险控制策略以及策略的运用，保证了秦海公司市场营销战略规划的实战应用。
Have changed enormously in the transition course of market economy that hydroelectric architecture industry of China has gotten since the eighties, in planned economy. After entering market economy, the opening with the market, hydroelectric architecture industry already at to monopolize industry change one a piece of number the trades of imperfect competitions of heads into at half planned economy. Besides, many large-scale hydroelectric architecture enterprises with close human quality level at present will be in the presence of a relatively limited market demand , Only pass and turn the comprehensive strength that the enterprise human quality represents into realistic productivity and market competitiveness , Exploit market and occupy the possible market share more, could make enterprise possible to establish in an unassailable position . So marketing become at present competition have management style that avoid by situation already. Qinhai company under the present trade situation, only regard marketing
as the core, According to the enterprise's own resource advantage and characteristic of managing, perspective marketing strategically planning and strategy are used to make out, At the angles of marketing at Qinhai the existences of company and development offer strategic guide and actual applications.
This text is based on marketing theory, to the trade characteristic of hydroelectric architecture industry, influence the key factor of
construction marketing of hydroelectric architecture industry to analyze, It combines Qinhai the micro environmental analyses of company sum up and publish Qinhai the strength and weakness, opportunity and threats of company. On the basis of above-mentioned ones that analyze and research, this text at management, marketing study economics, and relevant theory make guide development strategy, Having appointed the marketing strategically planning of the enterprise, and the application of concentrating on having studied the strategy of market, promoting the strategy, price strategy and risk control strategy and strategy, Have guaranteed the actual combat application of sea marketing strategically planning of company of Qinhai.
引文
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[2] 周晓忠：安徽水利(600502)投资价值分析， http://business.sohu.com/58/85/article208488558.shtml
[3] Michael Hammer, Arts&Licensing International, Inc.,2002,P27
[4] 李会太，何青，张文杰，美国市场营销发展的七次浪潮，《经济管理》，2002。5
[5] 王丽君，关系营销的理念、要素及方法，《企业改革与管理》，2001。3
[6] 吕光远，王艳红，王颖，21世纪我国营销理论发展的新动态，《商业企业管理》，2001。2
[7] 刘晓玲，绿色营销提升企业持续竞争力，《中国企业报》，2002，3-5
[8] 李昌凰，邓从先，WTO条件下的市场营销创新，《中国中小企业》，2001。5
[9] 方家平，企业营销八大病症，《中国经营报》，2001。5
[10] 中国水利学会水利工程造价管理专业委员会编，《水利工程造价》，中国计划出版社，2002，P2
[11] 黄如宝编著，《建筑经济学》，同济大学出版社，1998，P18-22
[12] 王长酉著，《建筑产品价格学概论》，中国计划出版社，1998，P35
[13] 刘伟“中国建筑业只有市场化才能谈发展”，2002中国建筑业国际高层论坛，北京，2002，5．26-27
[14] J.David Hunger, Thomas L. Wheelen, Essentials of Strategic Management(2nd Edition), Prentice Hall, Inc, 2001, P45
[15] M.E. Porter, Competitive Strategy, New York Free
Press, 1980, P3
[16] 田贞余：建筑业上市公司转型房地产业分析，http://www.fsi.com.cn/stock6OO/outlook605/605_0112/605_01120401.htm
[17] 张可云：“十五”区域经济关系前景与区域制度建设，http://www.macrochina.com.cn/zhzt/000074/001/20010618009129.shtml,2001-06-18
[18] 赵涛：进一步加强基础建设，http://www.macrochina.com.cn/fzzl/zlsl/20010214027702.shtml
[19] 胡西捷“公路交通分三步实现现代化”，2002年中国道路运输发展论坛，北京，2002，10．21-22
[20] 王小鲁，夏小林：中国需要发展大城市，http://www.macrochina.com.cn/fzzl/zlsl/20000522000280, shtml
[21] 胡鞍钢，中国发展快中日都有利，《经济参考报》，2003，1-22
[22] 罗晓敏，马忠，企业财务风险的防范，《中国信息导报》2002。1
[23] 颜光华，严勇，企业战略联盟及其在我国企业的应用，《财经研究》，1999。7
[24] 张蕴如，企业营销理念与应对之策，《国际经济合作》，2001。7
[25] 李洁，《建筑工程承包商的投标策略》，中国物价出版社，2000，P23-34
[2] 周晓忠：安徽水利(600502)投资价值分析， http://business.sohu.com/58/85/article208488558.shtml
[3] Michael Hammer, Arts&Licensing International, Inc.,2002,P27
[4] 李会太，何青，张文杰，美国市场营销发展的七次浪潮，《经济管理》，2002。5
[5] 王丽君，关系营销的理念、要素及方法，《企业改革与管理》，2001。3
[6] 吕光远，王艳红，王颖，21世纪我国营销理论发展的新动态，《商业企业管理》，2001。2
[7] 刘晓玲，绿色营销提升企业持续竞争力，《中国企业报》，2002，3-5
[8] 李昌凰，邓从先，WTO条件下的市场营销创新，《中国中小企业》，2001。5
[9] 方家平，企业营销八大病症，《中国经营报》，2001。5
[10] 中国水利学会水利工程造价管理专业委员会编，《水利工程造价》，中国计划出版社，2002，P2
[11] 黄如宝编著，《建筑经济学》，同济大学出版社，1998，P18-22
[12] 王长酉著，《建筑产品价格学概论》，中国计划出版社，1998，P35
[13] 刘伟“中国建筑业只有市场化才能谈发展”，2002中国建筑业国际高层论坛，北京，2002，5．26-27
[14] J.David Hunger, Thomas L. Wheelen, Essentials of Strategic Management(2nd Edition), Prentice Hall, Inc, 2001, P45
[15] M.E. Porter, Competitive Strategy, New York Free
Press, 1980, P3
[16] 田贞余：建筑业上市公司转型房地产业分析，http://www.fsi.com.cn/stock6OO/outlook605/605_0112/605_01120401.htm
[17] 张可云：“十五”区域经济关系前景与区域制度建设，http://www.macrochina.com.cn/zhzt/000074/001/20010618009129.shtml,2001-06-18
[18] 赵涛：进一步加强基础建设，http://www.macrochina.com.cn/fzzl/zlsl/20010214027702.shtml
[19] 胡西捷“公路交通分三步实现现代化”，2002年中国道路运输发展论坛，北京，2002，10．21-22
[20] 王小鲁，夏小林：中国需要发展大城市，http://www.macrochina.com.cn/fzzl/zlsl/20000522000280, shtml
[21] 胡鞍钢，中国发展快中日都有利，《经济参考报》，2003，1-22
[22] 罗晓敏，马忠，企业财务风险的防范，《中国信息导报》2002。1
[23] 颜光华，严勇，企业战略联盟及其在我国企业的应用，《财经研究》，1999。7
[24] 张蕴如，企业营销理念与应对之策，《国际经济合作》，2001。7
[25] 李洁，《建筑工程承包商的投标策略》，中国物价出版社，2000，P23-34