摘要
矿产品营销策略是矿业企业发展战略的核心。文章立足铜企业,根据矿产资源消费生命周期理论分析铜业的宏观前景;结合铜行业调研结果确定我国目前铜产品的供应及需求情况;基于1983-2009年的GDP增长率及铜金属价格分析铜价与经济周期间的内在关联,并利用spss软件建立铜价预测模型;参照先行工业化国家的铜消费变化规律,定量预测未来11年国内铜需求量。综合以上分析结果确定营销策略:从铜消费对象的需求出发,保证产品质量,优化产品结构,创立企业品牌;从生产工艺上降低成本,根据市场状况实施相应价格策略。
Marketing strategy of mineral products is the core of mining enterprises development strategy. This paper analyzes macro prospects for copper industry based upon domestic copper enterprises according to the life - cycle theory of mineral resources consumption; Current situation of supply and demand of copper products of China according to investigation of copper industry ; Analyze internal connection between price and economic circle with GDP growth rate and copper metal prices from 1983 -2007, and build copper price forecasting model with software spss; Forecaste quantitatively copper demand of China for next 11 years, referring to law of copper consumption of industrialized countries. Determine marketing strategy for copper enterprises according to above analysis results： starting from demand of copper consumption objects, ensuring the product quality, optimizing product structure, creating the brand ; Reducing costs on production process, implementing correspondent pricing strategies in accordance with market situation.
出处
《华东经济管理》
CSSCI
2011年第3期94-98,共5页
East China Economic Management
基金
国家自然科学基金(50774092)
全国优秀博士学位论文作者专项基金(200449)
关键词
矿产品
营销策略
供求分析
价格预测
创立品牌
mineral producls
marketing strategy
analysis of supply and demand
price forecast
creat brand
