煤勘企业市场营销环境分析及对策思考

作为国有煤炭地质勘查单位,在事业经费严重短缺的背景下,实际上已经作为一个企业走向市场这是不争的客观事实。通过对国有煤勘企业市场营销面临的宏观和微观环境分析,目的在于使企业清醒认识并正确把握自身面对的客观环境,以增强其灵活性及适应环境的能力;在环境分析的基础上,论述了市场营销环境的客观性、差异性、动态性、可影响性等基本特点,提出了树立营销理念、服务理念、品牌理念、竞争理念等针对性对策,为有效地拓展国有煤勘企业的生存和发展空间有一定意义。

Coal Geological Exploration Enterprise Marketing Environment Analysis and Pondering on Countermeasures

As a state-owned coal geological exploration unit, under the serious shortage of operating expenses background, general adoption of the market principle is allow of no doubt objective fact. The paper analyzed the state-owned coal geological exploration enterprises faced macro and micro environments and let them put in mind to understand objective environment to enhance their flexibility and adaptability. Based on environmental analysis, discussed basic features of objectivity, discrepancy, dynamics and infectiveness in marketing environment; then proceed to pondering on pertinent countermeasures to build up marketing, servicing, trademark, competition ideas, with the result that effectively expanding living space and development possibility of state-owned coal geological exploration enterprises.