| 李鹏.“新常态”下铜加工企业营销思考[J].有色金属材料与工程,2016,37(3):118-122. |
| “新常态”下铜加工企业营销思考 |
| Thinking on Marketing Management of the Copper Processing Enterprises Based on the “New Normal” |
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| DOI：10.13258/j.cnki.nmme.2016.03.010 |
| 中文关键词: 新常态 定价 套期保值 应收帐款 服务 |
| 英文关键词:new normal pricing hedging accounts receivable service |
| 基金项目: |
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| 中文摘要: |
| 随着我国经济发展的深刻变化，目前国内铜加工行业也面临着“新常态”，需求增长放缓，产能过剩严重，市场竞争加剧，资金流动紧张以及盈利能力下降等因素导致大多数铜加工企业处于亏损或微利状态，形势异常严峻.基于此背景，认为“从粗放型转向精益型，从追求规模转向追求风险控制”的营销管理理念是当前铜加工企业适应“新常态”比较务实的选择，并在定价管理、资金和价格风险规避、服务管理等方面给出了一些建议和思考，以期能帮助铜加工企业进一步提升营销管理水平，从而能够改善当前的经营困境，更好地应对激烈的市场竞争. |
| 英文摘要: |
| With the profound changes in China's economic development,the current domestic copper processing industry is also facing a “new normal”,for example,slowing demand growth,severe overcapacity,fierce market competition,financial strain,lower profitability and other factors.Those lead to most of the copper processing enterprises in a low profit or deficit level.Based on this background,this paper argues that copper processing enterprises should change its concept of marketing management “from extensive to intensive,from the pursuit of scale to the pursuit of risk control” to adapt to the “new normal”,and put forward some suggestions on the management of pricing,services,the risk of financial and hedging to help copper processing enterprises to further enhance the level of marketing management,which can improve the current management dilemma. |
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