浅淡我国水泥市场的服务营销策略

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网络教育学院

本 科 生 毕 业 论 文（设 计）

题 目： 浅淡我国水泥市场的服务营销策略——以乌兰察布

中联水泥厂为例

学习中心： 呼和浩特奥鹏 层 次： 专科起点本科 专 业： 电气工程及其自动化 年 级： 2012年秋季 学 号： 131125318535 学 生： 郑春刚 指导教师： 张晓丽 完成日期： 2014 年11 月8日

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内容摘要

伴随着内蒙古经济持续快速发展，基础建设不断加大，水泥市场的需求量也相应增长。另一方面，各水泥企业也希望抓住这一难得的历史机遇而不断扩大投资规模，增加产能，特别是一批知名水泥企业也抢滩内蒙古市场争夺客户资源，使得水泥行业市场竞争日益激烈。乌兰中联水泥就是在这样的市场环境下，以一个新进入内蒙古水泥企业的姿态，加入到了激烈的市场竞争中来。乌兰中联水泥能否在内蒙古市场有自己的一席之地？怎样打赢这场市场争夺战是同行业竞争者也是乌兰中联水泥自身十分关注的问题。

本文首先介绍了选题背景和研究思路；其次从宏观环境、供求分析、竞争环境和顾客情况四方面分析了乌兰中联水泥的市场环境；再次分析了乌兰中联水泥企业的优势与劣势；最后根据企业目前营销以及管理中所出现的问题制定出适合乌兰中联水泥的营销策略。希望本论文的研究能对企业自身的发展提供较为可行的策略。

关键词：乌兰察布；中联水泥；营销策略

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目 录

摘 要 ····························································································· 2 引言 ··································································································· 5 1 服务营销理论概述 ············································································ 7

1.1 服务营销的基本概念及特点 ························································ 7

1.1.1 服务的概念及特点 ·················· 7

1.1.2 服务营销的概念及特点 ················ 8 1.2 服务营销的7P组合策略 ····························································· 9

1.2.1产品策略 ······················· 9 1.2.2 价格策略 ······················· 9 1.2.3分销策略 ······················· 9 1.2.4促销策略 ······················ 10 1.2.5人员策略 ······················ 10 1.2.6有形展示策略 ···················· 10 1.2.7服务过程策略 ···················· 10 1.3 服务营销在企业中的作用 ·························································· 11 2 水泥行业现状及营销特点 ·································································· 12 2.1 中国水泥市场现况分析 ·································································· 12

2.2 水泥行业的特点 ····································································· 13 2.3 工业品营销特点 ····································································· 14 3 乌兰察布中联水泥服务营销策略 ························································ 16 3.1 产品策略 ···················································································· 16

3.1.1 打造知名品牌 ··················· 16

3.1.2 调整产品结构 ··················· 16 3.2 价格策略 ··············································································· 18

3.2.1 提价策略 ····················· 19

3.2.2 季节变化差别价格策略 ··············· 19 3.2.3 区域市场间的差别化价格管理策略 ·········· 20 3.3 渠道策略 ··············································································· 20

3.3.1 营销渠道的选择 ·················· 20

3.3.2 对中间商的管理策略 ················ 21 3.4 促销策略 ··············································································· 24

3.4.1 提升品牌效应 ··················· 24

3.4.2 维持一定数量的淡季低价促销 ············ 24

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3.4.3 重视人员推销 ··················· 25 3.5 关系营销策略 ········································································ 25

3.5.1 关系营销的重要性 ················· 25

3.5.2 企业的关系营销 ·················· 26 3.5.3 培养忠实客户 ··················· 28

结 论 ······························································································ 31 参考文献 ··························································································· 32

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引言

近年来，随着中国经济的迅猛增长，城市化进程的不断加速，房地产业在经济中的支柱地位的加强，国家扩大内需的政策及4万亿投资计划的有力支持，使得中国的基础建设呈现井喷之势发展，全国都是一片火热的大工地。水泥作为重要的建筑材料，用水泥制成的砂浆或混凝土坚固耐久，而且目前没有替代品，必然使水泥的需求伴随着建筑行业的发展而不断增长。2010年全年水泥产量突破18.7亿吨，同比增长15.5%。2011年开始虽然国家推出了新的国十条限制炒房、各一、二线城市采用限购令抑制房价快速上扬，但是国家要加大力度建设廉租房及经济适用房，加上还在投入的高端楼市和必然存在的对楼市的刚性需求，由于2010年新开工项目较快增长、在建规模较大，2011年房地产开发投资仍将保持较快增长，其他基础建设继续加强，水泥需求量将持续增长，预计2011年需求量将增长8.5%，增量达1.6亿吨，总产量达到 20.3亿吨。

水泥是国民经济建设中的重要基础原料，随着国民经济的快速增长，水泥的销量也随之上升，水泥企业在不断增加投资、加速扩张产能，同时由于水泥生产的技术要求不是很高，进入门槛低，目前利润高于平均利润，很多资金比较充裕的投资者选择建设水泥厂进行生产。水泥厂犹如雨后春笋建立起来，虽然水泥的市场在逐年扩大，但是由于竞争者众多，水泥的市场竞争反而越来越激烈。

乌兰察布市依托优越的区位优势，经济持续稳步发展，但是由于起步较晚，基础设施建设滞后，近年需要大力弥补交通运输、机场、水利、桥梁、城市供排水等基础设施建设，旧城区改造也是乌兰察布市的惠民政策中的一项重点工程，水泥的需求也在不断增长，2010年乌兰察布市水泥产量达到400多万吨，预计2011年的产量将达到500 万吨。

这样难得的市场机遇，使得乌兰察布的众多中小水泥企业乘机破土发芽，乌兰察布中联水泥有限公司作为一个区域龙头水泥企业，迫切需要抢占庞大市场的份额，在众多的水泥企业竞争中生存下来，并且不断发展壮大，能够与内蒙古地区的知名老牌水泥企业诸如草原、蒙西以及后来者冀东等竞争。乌兰察布中联水泥作为一个新兴品牌，需要抓住当前基础建设巨额投资的绝佳机遇，尽快打响品

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