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本文通过对盘锦北方沥青股份有限公司(简称北沥公司)的传统沥青企业个性化、差异化营销策略与实施叙述,阐述了北沥公司近40年产销道路石油沥青的历史,从最早的生产推销阶段的营销模式演变发展至今的个性化、差异化营销模式。在客观的对企业自身进行定位,根据企业的现状和特点,找准在行业中的位置,以此为基础制定企业的发展战略和经营策略,灵活实施差异化营销。使得北沥公司经营规模不断扩大,经济效益逐年提高,并在高端沥青市场竞争中占据了主导地位,成为替代进口沥青的先锋和主力。
This paper describes the history of petroleum asphalt produced and sold by Bei Li Company for nearly 40 years from the personalized and differentiated marketing strategy and implementation narration of traditional asphalt enterprise of Panjin Northern Asphalt Co., Ltd. (BeiLi company) from the earliest production sales Stage of the evolution of the marketing model has evolved so far personalized, differentiated marketing model. In the objective of the enterprise itself positioning, according to the status quo and characteristics of enterprises, identify the position in the industry, as the basis for the development of business development strategies and business strategies, flexible implementation of differentiated marketing. North Lek makes the company continued to expand the scale of operation, economic efficiency increased year by year, and in the high-end asphalt market dominated the competition, a substitute for imported asphalt Pioneer and the main force.