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煤炭销售存在的问题与市场营销观念强化
发布时间:2020-01-18

  摘    要:赢发彩票代理 买卖双方在高层会谈顺利的基础上签订合同,营销人员则是要借助自身的能力,解决销售的问题。现阶段煤炭销售为企业的效益服务,做好销售的工作,对企业的实际发展是非常有帮助的,提升企业的竞争力以及综合素质。国内的煤炭企业处于结构调整的阶段,各类矛盾不断出现,这个时候企业需要改善煤炭销售的思维以及观念,注重对煤炭销售的革新,发挥出煤炭销售的作用。文章分析在煤炭销售中,引入市场营销的理念,希望对煤炭销售的实际发展有所帮助。

  关键词: 市场营销; 煤炭销售; 作用;

  1 、市场营销的概念和市场营销观念

  SHICHANGYINGXIAOSHIWEILEMANZUGUANGDAXIAOFEIZHEDEXUQIUYIJIYUANWANG,JINXINGHUOBIDEJIAOHUAN。CONGSHENGCHANZHEJIANGLAOWUSHIXIANYUXIAOFEIZHEDEHUOBIJIAOHUAN,JIEZHUSHICHANGJIZHIRANGSHEHUIKEYISHIXIANDUANQIYIJIZHANGQIDEJINGJIMUBIAO。SHICHANGYINGXIAOBUDUANRONGHEXIANJINDEJINGYINGLINIAN,KAIZHANYINGXIAOHUODONG,SHIWEILERANGJINGJIMUBIAOSHIXIAN。SHICHANGSHANGDEXIAOSHOUHUODONG,SHIZHANZAIXIAOFEIZHEJIAODUSHANGKAIZHANDE,XIAOFEIZHEXUQIUXIANJIEDUANSHIQIYEDEZHONGYAOFENDOUMUBIAO,RUHEJIEZHUYOUXIAODEYINGXIAO,RANGQIYEZAISHICHANGSHANGKEYIZHANWENJIAOGENBINGBUDUANKUOZHANG,HUODEGENGDUODELIYI。XIANJIEDUANMEITANSHICHANGCHUXIANYIDINGDEBODONG,QIYEJINGZHENGFEICHANGJILIE,QIYEXUYAOYISHIDAOXIAOFEIZHEXUQIUDUIYUMEITANXIAOSHOUDEZHONGYAOXING,YAOYIXIAOFEIZHEXUQIUWEIZHUYAODEHEXIN。DUIMEITANXIAOSHOUDECELVEJINXINGDIAOZHENG,RANGQIYEJINGZHENGLIDEDAOTISHENG。[1]

  2 、我国煤炭市场的特点

  2.1 、煤炭市场派生的需求

赢发彩票代理   DUISHENGCHANYAOSUDESHIJIXUQIU,YEJIUSHIDUIMEITANDEXUQIU。XIANJIEDUANMEITANPAISHENGXUQIU,SHIXIAOFEIZHEDUIMEITANCHANPINDEXUQIU,RANGGOUMAIZHECHANSHENGXUQIU,BIRUDIANCHANGDEFADIANLIANG,WANGWANGJUEDINGZHEDIANCHANGDUIMEITANYOUZHEDUODADEXUQIULIANG,GANGTIECHANGDESHENGCHANZHONGDUIMEITANDESHIJIXIAOHAO,JUEDINGZHEDUIMEITANDEXUQIU。YINCIZAIMEITANXIAOSHOUDEKAIZHANZHONG,XUYAOGUANZHUDESHIXIAOFEIZHEDUIMEITANSHANGPINDEXUQIUBIANHUA,ZHEISHIMEITANXIAOSHOUYAOMIANLINDEYIZHONGWENTI,TONGSHIYESHIYINWEIPAISHENGXUQIU,RANGMEITANXIAOSHOUXUYAOKAOLVDAOXIAOFEIZHEDESHIJIXUQIU,XIAOFEIZHESHIFOUDUIMEITANYOUXIAOHAOLIANGFANGMIANDEBIANHUA。ZHEIXIEJIANGHUICHENGWEIMEITANXIAOSHOUCELVEDIAOZHENGDEZHONGYAOYIJU。[2]

  2.2 、煤炭是大宗型原材料

  煤炭是一种大宗能源材料,这就意味着煤炭的交易以及运输,都是大规模进行,所以对物流水平是有一定要求的。在进行煤炭运输的时候,因为数量非常庞大,往往是需要借助铁路运输的支持。铁路运输的运量大,同时速度快,可以让大宗的煤炭商品在规定的时间以及数量限制下,顺利送达到消费者的手中。但是铁路运输也时有发生故障的概率,一旦铁路运输出现问题,对煤炭进行运输就要依靠其他的交通方式。这种情况下一旦铁路运输出现故障,公路运输就成为煤炭运输的另一种选择,但是公路运输相比之下是存在限制的,比如密封度不足、运量比较小等。这样就会导致煤炭出现一定的质量问题,或者是煤炭无法及时送达,煤炭物流成为一个关键性的问题。在现阶段的煤炭销售中,物流运输是必须要解决的一个问题。[3]
 

煤炭销售存在的问题与市场营销观念强化
 

  2.3 、煤炭市场的需求是波动需求

  MEITANSHICHANGCHUYUPAISHENGXUQIU,ZHEIYANGRUOSHIXIAOFEIZHEDUIMEITANJIANGDIGOUMAIDELIDU,JIUHUIDAOZHISHICHANGCHUXIANFEICHANGDADEBODONG。SHICHANGXUQIUCHUYUBUDUANDEBODONGZHONG,ZHEIYANGMEITANXIAOSHOUDEKAIZHANXUYAOLEJIESHICHANGDEBIANHUA,CONGERDUIYINGXIAODECELVEZUOCHUSHIDANGDEDIAOZHENG,RANGQIYEKEYIBAOCHIZISHENDEXIAOYIYIJILIRUN。

  2.4、 直接采购

  MEITANBENSHENSHIDAZONGSHANGPIN,ZHEIZHONGQINGKUANGXIAJIAOYISHUANGFANGWANGWANGSHIJINXINGHUITAN,RANHOUQIANDINGJIAOYIHETONG,QIZHONGMEIYOUZHONGJIANSHANGDEGANYU。ZHEIYANGJIURANGMEITANXIAOSHOUDEKAIZHANBIANDEGENGJIAZHIJIE,XIAOFEIZHEJINXINGZHIJIEDEMEITANCAIGOU,RANGQIYEXUYAOJIAQIANGDUIXIAOFEIZHEXUQIUDEZHONGSHI,YIDANMEITANXIAOSHOUCHUXIANWENTI,DUIQIYEZAOCHENGDEYINGXIANGYESHIFEICHANGZHIJIEDE。

  3 、煤炭销售存在的问题

  3.1 、营销观念落后

  XIANJIEDUANDEMEITANXIAOSHOUZHONG,GUONEIDEMEITANQIYEBINGWEIJIEHEZISHENDESHIJI,YEMEIYOUSHUNYINGSHIDAIDEBIANHUA,ZAIMEITANXIAOSHOUZHONGRONGRUYIXIEXIANJINDEYINGXIAOGUANNIAN,DAOZHIZAISHICHANGJINGJIZHONGMEITANXIAOSHOUWUFASHIXIANTUPOFAZHAN,RANGQIYEXIAOYIWUFADEDAOTISHENG,QIYEFAZHANYESHISHOUDAOYIDINGCHENGDUSHANGDEXIANZHI。ZUIZHUYAODEWENTISHIMEITANXIAOSHOUDEKAIZHAN,XUYAOJIANGXIAOFEIZHEXUQIUZUOWEIZHUYAODEHEXIN,DANSHIZHUDUODEQIYEKAISHIJIANGSHENGCHANZUOWEIJINGYINGHEXIN,YINGXIAOGUANNIANSHIFEICHANGLUOHOUDE,WUFAJIEZHUXIANJINDEYINGXIAOLINIAN,DUIMEITANXIAOSHOUJINXINGGAIGE,RANGQIYEXIAOYINANYITISHENG。

  3.2 、全员营销意识淡薄

  SHICHANGYINGXIAODEKAIZHANYUQIYEFAZHANSHIYOUZHEZHIJIEGUANXIDE,QIYEXUYAODUIMEITANXIAOSHOUDEGUANNIANJINXINGZHUANBIAN,RANGQIYEKEYIZAIJILIEDEJINGZHENGZHONGYIJIUBAOCHIZISHENDESHICHANGFENE,ZHUJIANXUQIUSHICHANGDEKUOZHANG,RANGYUANGONGKEYIJIJIKAIZHANMEITANXIAOSHOUDEHUODONG,CONGERBUDUANZHUANGDAQIYE。DANSHIZAIXIANJIEDUANDEMEITANXIAOSHOUKAIZHANZHONG,QIYEDUISHICHANGYINGXIAOHAISHIQUEFAZHONGSHI,MEIYOUZUGOUDEYINGXIAOYISHI,YIXIEYUANGONGRENWEI,YINGXIAOYUZISHENGONGZUOMEIYOUTAIDADEGUANXI,SHIZHUANMENJINXINGMEITANXIAOSHOURENYUANDEZEREN,DUIYINGXIAOMEIYOUZUGOUDEJIJIXING,YINCIZAIMEITANQIYENEI,YINGXIAODEFENWEIBUHAO,ZHEIDUIMEITANXIAOSHOUDEKAIZHANSHIJIWEIBULIDE,YESHIDUIQIYEFAZHANDEYIZHONGZHIYUEYINSU。

  3.3 、市场调研的忽视

  XIANJIEDUANSHIDAIZAIBUDUANJINBU,JINGJIZONGLIANGZAIBUDUANTISHENG,XIAOFEIZHEXUQIUCHENGWEIKAIZHANYINGXIAOHUODONGDEZHONGYAODAOXIANG,QIYEYAOXIANGZAISHICHANGJINGJIZHONGQUDEJINBUHETISHENG,JIUXUYAODUIMEITANSHICHANGBUDUANJIAQIANGLEJIE,GUANZHUMEITANSHICHANGDEBIANHUA,BINGJIEHESHICHANGDEQUSHIJINXINGBUDUANGAIGE。YINCIMEITANXIAOSHOUDEKAIZHAN,XUYAOQIYEKAIZHANXIANGXIDESHICHANGDIAOYAN,DUISHICHANGXUQIUYOUQUANFANGWEIDELEJIE,DUISHICHANGDEBIANHUAZHIDINGCHUZHENDUIXINGDEYINGDUICELVE。DANSHIZHUDUODEMEITANQIYEBINGWEIGUANZHUSHICHANGDEBIANHUA,MEITANXIAOSHOUDEKAIZHANHAISHIYANXUZHEYIWANGDEGUANNIAN,ZAIZIYUANPEIZHIFANGMIANCHUXIANHENDUOBUHELIDEDIFANG,ZAIMEITANXIAOSHOUDEKAIZHANZHONG,XIAOHAOLEZHUDUODERENLIWULI,DANSHIMEITANXIAOSHOUDESHIJIXIAOGUOBINGBULIXIANG,QIYEDEZHANLVEJUECEYEQUEFAQUANJUXING。

  4、 加强市场营销观念在煤炭销售中的作用

  4.1、 用市场营销观念指导企业的计划和策略

  MEITANQIYECHUXIANSHIFEICHANGZAODE,YINCIHENDUODEGUANNIANYIJISIWEISHIBIJIAOCHUANTONGDE,YIXIEYUANGONGZAISIKAOWENTIYIJIJUECEDESHIHOU,WANGWANGYOUZHEJIHUAJINGJIDEYIXIESIWEI。XINSHIDAIXIAMEITANXIAOSHOUDEKAIZHAN,XUYAOYINRUXIANJINDEYINGXIAOLINIAN,TUPOJIHUAJINGJIDESIWEIXIANZHI,ZHEIYANGMEITANXIAOSHOUDEKAIZHANCAIHUIZHANXIANCHUZISHENDEHUOLI,YAOJIANGYINGXIAOGUANNIANZUOWEIQIYEKAIZHANMEITANXIAOSHOUDEZHONGYAOZHIDAO,CUJINQIYEGUANLISHUIPINGDETISHENG,RANGYUANGONGDOUJUBEIZUGOUXIANJINDEYINGXIAOGUANNIAN,JIANGQIYEJIHUAJINXINGSHUNLILUOSHI。

  4.2 、把握市场行情

赢发彩票代理   SHICHANGYINGXIAODEKAIZHANXUYAOYINGHESHICHANGDEXINGQING,ZHEISHIZAIMEITANQIYEKAIZHANMEITANXIAOSHOUDESHIHOU,XUYAOJUBEIDESILU,YAOJIANGMEITANXIAOSHOUYUSHICHANGBIANHUAJIEHEQILAI,GUONEIXIANJIEDUANDESHICHANGJIZHIBIJIAOFUZA,MEITANXIAOSHOUXUYAOMIANLINDEJUMIANYESHIBIJIAOFUZA,TIELUYUNSHUSHIMEITANYUNSHUDEZHUYAOFANGSHI,GONGLUYUNSHUZESHIZUOWEIFUZHU,DANSHITIELUYUNSHUSUIRANSHIZAIMIFENGXINGSHANGBIJIAOHAO,YESHINANMIANYAOSHOUDAOTIANQIDEYINGXIANG,ZHEIDUIQIYEJINGYINGSHIYOUYIDINGYINGXIANGDE。CIWAI,YINGXIAOBUMENHENDUOSHIHOUHUSHISHICHANG,YESHIDUIMEITANXIAOSHOUDEKAIZHANZAOCHENGYINGXIANG。QIYEXUYAOJIAQIANGDUISHICHANGXINGQINGDEBAWO,MEITANXIAOSHOUKAIZHANZHIQIAN,YAODUIMEITANSHICHANGZHANKAISHENRUDEDIAOYAN,LEJIESHICHANGDESHIJIXUQIU,ZHIDINGCHUMEITANXIAOSHOUDEHELICELVE,RANGSHICHANGYINGXIAOQUDEGENGHAODEXIAOGUO。SHICHANGDIAOYANSHIMEITANXIAOSHOUZHONGFEICHANGZHONGYAODEHUANJIE,QIYEYAORANGYINGXIAORENYUANZUOHAOSHICHANGDIAOYAN,ZHEIDUIQIYEFAZHANSHIYOUZHEZHIJIEYINGXIANGDE,YESHIDUIMEITANSHICHANGDESHIJIFAZHANYOUZHEFEICHANGZHONGYAODEYINGXIANG。

  5 、结论

  ZONGZHI,SHICHANGJINGJIZAIBUDUANFAZHAN,CONGJINGJIJINBUDEJIAODUSHANGKAN,RUJINSHEHUIDUIMEITANXUQIULIANGZAIZENGJIA,DANSHIMEITANQIYEYIJIUSHIMIANLINZHEZHUDUODESHENGCUNTIAOZHAN,YIFANGMIANSHIYINWEISHICHANGJINGZHENGBIANDEJILIE,LINGYIFANGMIANSHIZHUDUOQIYEDEMEITANXIAOSHOUSILUFEICHANGCHENJIU,QIYEXUYAOZAIMEITANXIAOSHOUZHONGYINRUXIANJINDEYINGXIAOLINIAN,GAISHANMEITANXIAOSHOUDECELVE,RANGMEITANXIAOSHOUFUHESHIDAIDEQUSHI,JIEZHUKEXUEHELIDEMEITANXIAOSHOU,RANGXIAOSHOULIANGBUDUANTISHENG,CONGERCUJINZISHENSHILIDEFAZHAN。

  参考文献

  [1] 王文广.突出“四重点” 实现“四融合” 创新国企思想政治工作高质量发展[J].前进,2019(4):51-52.
  [2] 王汉东.一座民营煤矿的华丽蜕变——中煤一建公司山不拉煤矿转型发展纪实[J].中国煤炭工业,2018(12):24-25.
  [3] 殷阿娜,邓思远.中国煤炭资源型企业发展路径与融资方式创新:资源性资产证券化[J].河北地质大学学报,2018,41(1):76-83.

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