构建具有强竞争力的煤炭企业营销体系

现代管理认为，市场营销是一个完整的科学体系，包括观念建立、环境分析、目标市场选择、营销策略组合和信息反馈及售后服务等一系列过程，今后，煤炭企业的市场营销活动必须按照营销体系的科学程序去建立自己的竞争和发展优势。     

煤炭企业宏观营销环境风险防范

在分析阐述"十二五"后期和"十三五"期间,我国煤炭企业面临的政治法律风险、经济环境风险、科学技术风险以及自然环境风险等宏观营销环境风险情况基础上,逐一提出依法营销、限产降本提效、发展洁净煤技术、畅通水陆外运通道、防治污染与灾害等规避和防范宏观营销环境风险的思路与举措,对煤炭企业实施营销风险预警管理具有重要的意义。     

浅谈煤炭企业的营销策略

成功的营销在于寻找到市场机会,制订适应市场变化的营销策略,合理配置企业资源,达到以最低的销售费用,挖掘企业最大的生产潜力,保证产品全部及时地销售出去,为企业创造最优的效益.因此,煤炭企业应该针对市场变化,认真回顾总结煤炭营销的实践经验,归纳提炼理性认识,提高营销能力,科学地制订适应煤炭市场变化的营销策略.     

浅谈煤炭企业的数据库营销

数据库直销作为市场营销的一种形式 ,正越来越受到企业管理者的青睐 ,在维系客户、提高销售额中扮演着越来越重要的作用。     

谈关系营销在煤炭企业中的应用

多年来,煤炭作为国民经济发展的瓶颈产业,一直过着皇帝女儿不愁嫁的无忧生活,随着市场经济的逐步形成,打破了原本供不应求的局面。面对当前供过于求的买方市场,我们的营销观念和方法急需更新和改进,不仅要树立以消费者为中心的观念,在战略上实行大市场营销,在战术上采取营销组合策略,还要加强对关系营销的研究和应用,充分发挥顾客关系这一企业最有价值的资产的效能,巩固市场占有率,赢得顾客的长期支持和合作,掌握市场营销的主动权。     

刍议煤炭企业关系营销方略

一、关系营销的基本理论及其价值关系营销是 80年代末 90年代初在西方企业界兴起的一种新型营销观念 ,它是高度发达的市场经济产物 ,也是现代企业在竞争日益加剧的市场环境中为求得长期生存和稳定发展所做出的必然选择。因此 ,进入 90年代以来 ,西方国家大多数企业的营销思想、     

塑造煤炭企业关系营销新理念

关系营销的关系层可分为三个基本层次 :一是企业内部员工关系 ,二是企业与顾客关系 ,三是企业同供应商、分销商、政府机构、竞争者、社会组织等形成的关系。企业的内外关系扑朔迷离、错踪复杂 ,要顺利开展营销活动 ,必须善于广结人缘 ,取得人和 ,聚集和利用关系成员建立起高效率、高质量的关系营销网络 ,只有这样 ,企业才能在适应环境的同时 ,也能使环境因素朝着有利于自身的方向发展。1 围绕“满足煤炭用户的真正需要”和赢得长期的财务绩效 ,建立与用户之间的稳定关系。关系营销的核心是关系 ,着眼于与顾客建立稳定良好的伙伴关系 ,并利用…     

建立适应市场法则的煤炭营销体系

一、国有煤炭企业营销工作的现状国有煤炭企业虽从１９９３年开始走向市场,但对照市场经济的内在要求,产销工作计划经济的烙印仍然很深,主要特征有六点：一是观念滞后。缺乏品牌、精品意识,不注意产品质量的提高、结构的调整和品种开发,单纯追求产量,一切围绕生产转...     

建立煤炭企业合作营销模式的思考

一、转变观念 ,建立“合作———竞争”型煤炭营销模式进入 2 0世纪 90年代 ,随着世界经济一体化和国际互联网的迅速发展、跨文化管理的提出与消费者行为的变化 ,合作对企业的成功变得举足轻重。合作日益引起现代企业管理理论和企业界的广泛关注 ,国际竞争理论界权威肯尼思·普瑞斯等人提出“以合作求竞争”的新观念 ,并指出 ,在国际互联网等新的动态环境影响下 ,一种新的全局战略 ,要包括企业与顾客之间的关系、企业与供应商之间的关系以及企业的内部关系和工作过程。产品或服务的质量与价格 ,不再是影响竞争的唯一因素 ,一个企业必须同其…     

对国有煤炭企业强化营销工作重要性的认识

一、国有煤炭企业面对的形势和现存的问题。“九五”计划的推行,煤炭工业随之进入了改革发展的新时期。《“九五”时期煤炭工业改革与发展纲要》中明确指出,要把国有煤矿作为经济体制改革的重点,使多数国有重点煤炭企业初步建立起现代企业制度,成为自主经营、自负盈亏、自我发展、自我约束的法人实体和市场竞争主体。要求坚持以市场为导向,“中央和地方一齐上,大中小煤矿一齐搞;”     

Internet integration in business marketing tactics

Companies have got to learn to eat change for breakfast. Tom Peters

…it behooves us to adapt oneself to the times if one wants to enjoy continued good fortune. Niccolo Machiavelli

Business Marketing Management (BMM) over the Internet has been receiving a “lot of ink” in current periodicals and to a lesser degree in academic literature. Practice changes so rapidly that principles emerging from last month's successes may need revision before they are derived and printed. There is yet a general theory of business-to-business Internet integration. Nonetheless, there is a need to build such knowledge on “the fly,” and to attempt to see patterns even if they have a short life span. The present work takes a look at the state of business-to-business Internet marketing practices as the year 2000 came to a close for larger companies. Not surprisingly, and just like the hardware that make Internet distribution density so high, we find that the Internet is having an impact on: market size and structure, business buying and selling behavior, negotiation strategies and associated pricing practices. Moreover, distribution systems are experiencing a major realignment while logistics optimizing is even greater. The Web and e-mail are becoming more fully integrated into the business communication mix. The attempt here is to learn about the most rapidly emerging and changing communication technology of the past 100 years. Business-driven technology now appears to be driving business marketing tactics and results are augmented through multifaceted complex use of the Internet.     

A service perspective on business relationships: The value creation, interaction and marketing interface

Adopting a service perspective or logic on business directs suppliers' focus in business relationships towards engaging with their customers' business processes. The purpose of this article is to analyze implications for value creation and marketing of adopting a service logic in business relationships. In the article it is demonstrated that a service perspective is multi-dimensional, enabling the mutual creation of value, with service as a mediating factor in that process. It is argued that value creation, purchasing, usage and marketing are intertwined processes. Here supplier-customer interactions are in a focal position. This perspective enables marketers to better understand how to develop and extend service offerings through assistance to customers' processes relevant to their businesses. Therefore, the underpinning logic of industrial interactions is analyzed in detail, extending marketing's conventional boundaries.     

Business models: Impact on business markets and opportunities for marketing research

Business models have evolved in the context of new venture creation. By offering an entrepreneurial perspective to established marketing elements such as value propositions, value capturing and value networks, business models provide marketing discipline with both challenges and opportunities to engage with entrepreneurial environments. In particular, business models call for approaches that elucidate value-in-use of marketing offerings, reveal the performance of contracts in orchestrating value networks and identify the performance of network configurations. In this article we present some implications of and opportunities for business models for marketing research.     

Plant location and place marketing: understanding the process from the business customer's perspective

In the past decade, there has been an increased interest in place marketing, especially as countries and locations have been spending more money to encourage firms to locate their offices and plant locations in the place marketer's area. In this paper, we examine the place marketing from the perspective of the marketer and that of the business customer, specifically in the area of communication and information distribution (in the era of the Internet). In literature, place marketing strategies vary from the very simple to the very sophisticated. Through examination of present marketing and communication practices of place marketers, we find that these strategies are unplanned or “seat of the pants.” We also find that the primary reason for the lack of deliberate and targeted strategies is a lack of understanding of customer decision-making processes. We suggest that only by understanding differences in business customer segments of the market can place marketers become more efficient and effective in winning plant placements. Using data from business customer decision-making processes, we attempt to close the knowledge gap.     

An investigation into commitment in non-Western industrial marketing relationships

This paper reports an investigation into the antecedents of commitment in non-Western industrial marketing relationships. The authors draw the antecedents from extant literature and posit that commitment is related to trust (integrity and reliability), communication quality, conflict, and similarity (social, ethnic, and economic). It is further argued that trust mediates the effects of communication, conflict, and similarity on commitment. As an extension, the authors examine the moderating effects of normative contracts (an implicit understanding of roles and responsibilities) on the construct interrelationships. The hypotheses are tested using data collected from approximately 150 industrial marketing relationships sampled from overseas Chinese firms. The results generally support the authors' framework; however, the mediating hypotheses are not supported. There is evidence of systematic differences in the effects of the studied antecedents on commitment and trust. Furthermore, a multigroup analysis provides evidence of significant moderating effects due to contracting mode. The study provides new insights into the theory and practice of industrial marketing.     

The business model in entrepreneurial marketing: A communication perspective on business angels' opportunity interpretation

Entrepreneurial marketing has emerged as a recent perspective within the marketing field, taking the challenges and characteristics of small firms and founding teams into account. Specifically, in the early stages of entrepreneurial marketing, besides potential customers a variety of other stakeholders tend to be in the center of attention. Among these stakeholders, business angels as early-stage investors represent a vital target group. In this paper, we aim to shed light on entrepreneurial marketing in the early phases of new venture creation, in which entrepreneurial firms have an inherent need to market the value of a business opportunity toward potential investors. In particular, we contribute to the literature by introducing the business model as a narrative device for the marketing of early-stage new ventures toward potential business angels. In this regard, the business model is suggested as playing a critical role through making the inherent economic value of a technology explicit. Building on narrative theory, we investigate the role that the business model plays in the decision-making process of 17 business angels. Based on our findings, we propose a model that links the business model to a business angel's interpretation of an investment opportunity and discuss implications for theory and practice.     

The coexistence of transaction and relational marketing: Insights from the Chinese business context

Transaction and relational approaches to marketing have been promoted as alternative forms but recent evidence suggests that they may coexist. We explore this in the context of China. If firms operating in a highly relational society, such as China, exhibit transactional behavior, these two approaches must be compatible. We argue that Chinese values give rise to business practices consistent with both transactional and relational perspectives. These are summarized in six propositions for research. Theory building and managerial practice could benefit from thinking in terms of how elements from the two perspectives can be brought together rather than remain as alternatives.     

Why integrating purchasing with marketing is both inevitable and beneficial

The shift away from manufacturing in Western developed economies has resulted in economies in which service industries are dominant. Marketing itself has undergone a paradigmatic shift from a focus on the exchange of goods to the provision of capabilities. This paper examines the relationship between marketing and purchasing as a result of the shift from product- to capability-focused commerce. We suggest that the marketing and purchasing departments will become closer due to two major reasons. First, as marketers increasingly become solution-oriented rather than product-focused, they will need to source products and services from third-party vendors and will require deeper involvement of the purchasing department. Second, with the emergence of customer-centric marketing coupled with build-to-order manufacturing, marketing and purchasing will have to be better aligned to deliver solutions to customers. These new dimensions in the marketing–purchasing interaction will also lead to changes in the selection, training, and recruitment of marketers and purchasers as well as their roles in the supply chain. We elaborate on these changes likely to occur in business-to-business organizations and along with implications for managers.     

Institutional theory in business marketing: A conceptual framework and future directions

Institutional environments exert significant effects on organizational behavior, structure, strategy, governance, and process. To gain competitive advantage, managers are striving for legitimacy while maintaining efficiency. In line with this thinking, we propose the developmental process of institution-driven and legitimacy-embedded efficiency, and emphasize the confluence of legitimacy and efficiency in the context of business marketing. We then highlight several promising directions for further research on the development of institutional theory and its application in business marketing. Finally, we present a brief summary of each paper in this special issue.     

Estimating the performance effects of business groups in emerging markets

Business groups—confederations of legally independent firms—are ubiquitous in emerging economies, yet very little is known about their effects on the performance of affiliated firms. We conceive of business groups as responses to market failures and high transaction costs. In doing so, we develop hypotheses about the effects of group affiliation on firm profitability: affiliation could either boost or depress firm profitability, and members of a group are likely to earn rates of return similar to other members of the same group. Using a unique data set compiled largely from local sources, we test for these effects in 14 emerging markets: Argentina, Brazil, Chile, India, Indonesia, Israel, Mexico, Peru, the Philippines, South Africa, South Korea, Taiwan, Thailand, and Turkey. We find evidence that business groups indeed affect the broad patterns of economic performance in 12 of the markets we examine. Group affiliation appears to have as profound an effect on profitability as does industry membership, yet strategy scholars have a much clearer grasp of industries than of groups. Moreover, membership in a group raises the profitability of the average group member in several of the markets we examine. This runs contrary to the wisdom, conventional in advanced economies, that unrelated diversification depresses profitability. Overall, our findings suggest that the roots of sustained differences in profitability may vary across institutional contexts; conclusions drawn in one context may well not apply to another. Copyright © 2001 John Wiley & Sons, Ltd.