本研究的目的是通过对中国联合水泥有限公司并购后营销整合策略进行研
究，以帮助企业解决并购后营销管理环节中出现的现实困难，减少营销管理资
金，制定合理的水泥单价，建立高效、科学的销售渠道，从而在竞争极其激烈
的市场环境下，提升企业的核心竞争力。研究的意义在于可充实整合营销相关
的理论内容，同时提升中国联合水泥有限公司整体营销水平。论文首先对企业
并购理论、营销整合理论、SWOT 理论和营销组合理论进行梳理，奠定理论基础；
然后对中国联合水泥有限公司并购后的营销环境进行分析，具体包括宏观环境、
竞争对手和内部环境分析，进而找出中国联合水泥有限公司营销的优势、劣势、
机会和威胁；最后从营销理念、营销团队、营销组合三方面提出营销整合策略
同时，为保证营销整合策略的顺利实施，提出了适合中国联合水泥有限公司实
际情况的保障性措施，包括组织保障、人事保障、财务保障和文化保障
关键词：并购；营销整合；营销组合II
Abstract
As the basic industry of the cement industry is the key to the transformation and
development of national regulation. As the leader of China&39;s cement industry, China
United Cement Co., Ltd. mergers and acquisitions, to solve the reorganization of the
effectiveness of resource allocation issues, but the business to solve the final is to
make resources play a greater role, resulting in greater efficiency issues. Therefore,
after the reorganization of China United Cement Co., Ltd. to a certain stage, how to
carry out marketing integration will be the key to the next step in the development of
China United Cement Co., Ltd. Therefore, this paper based on the integration theory,
marketing integration theory, marketing mix theory, the comprehensive use of
literature research, case analysis method to carry out systematic research.
The purpose of this study is to study the post-merger marketing strategy of
China United Cement Co., Ltd. to help enterprises solve the practical difficulties in
marketing management after M & A, reduce marketing management funds,
formulate reasonable cement unit price, establish efficient and scientific Of the sales
channels, which in a highly competitive market environment, enhance the core
competitiveness of enterprises. The significance of the study is to enrich the
theoretical content of integrated marketing, while enhancing the overall marketing
level of China United Cement Co., Ltd. The paper first analyzes the theory of
corporate mergers and acquisitions, marketing integration theory, SWOT theory and
marketing combinatorial theory, and then analyzes the marketing environment of
China United Cement Co., Ltd., including macro environment, competitor and
internal environment analysis , And then find out the advantages, disadvantages,
opportunities and threats of marketing of China United Cement Co., Ltd. Finally, the
marketing integration strategy is put forward from three aspects: marketing idea,
marketing team and marketing mix. At the same time, in order to ensure the smooth
implementation of marketing integration strategy, put forward the actual situation of
China United Cement Co., Ltd. safeguards, including organizational security,
personnel security, financial security and cultural security..
Key words: Mergers and acquisitions; Marketing integration;
Marketing mixIII
目 录
第 1 章 绪论....1
1.1 研究背景.1
1.2 国内外研究综述.1
1.2.1 国外研究综述...1
1.2.2 国内研究综述..2
1.2.3 国内外研究评述...........3
1.3 研究目的与意义.3
1.3.1 研究目的...........4
1.3.2 研究意义...........4
1.4 研究内容与创新点.........4
1.5 研究方法.5
第 2 章 理论基础........7
2.1 并购理论.7
2.1.1 企业并购的含义及分类...........7
2.1.2 企业并购的动因...........7
2.2 营销整合理论.....
82.2.1 营销理念整合..
82.2.2 营销团队整合..
82.2.3 营销组合整合..9
2.3 营销组合理论.....9
2.3.1 产品策略...........9
2.3.2 价格策略...........9
2.3.3 渠道策略.........10
2.3.4 促销策略.........10
第 3 章 中国联合水泥有限公司并购后的营销环境分析..11
3.1 中国联合水泥有限公司基本情况........11
3.1.1 中国联合水泥有限公司简介.11
3.1.2 中国联合水泥有限公司并购情况.....11IV
3.1.3 中国联合水泥有限公司并购后面临的问题与挑战.12
3.2 中国联合水泥有限公司的并购动因分析.......13
3.2.1 经济效益动因.14
3.2.2 社会效益动因.14
3.3 中国联合水泥有限公司并购后的宏观环境分析.......14
3.3.1 政治环境.........15
3.3.2 经济环境.........15
3.3.3 自然环境........17
3.3.4 技术环境.........17
3.4 中国联合水泥有限公司并购后的行业竞争环境分析17
3.4.1 主要竞争者—海螺集团........17
3.4.2 主要竞争者—天山集团........1
83.4.3 主要竞争者—华新水泥........1
83.5 中国联合水泥有限公司并购后的内部环境分析.......19
3.5.1 并购后的公司资源情况.........19
3.5.2 并购后的公司营销能力.........19
3.5.3 企业成本控制能力.....20
3.6 中国联合水泥有限公司并购后的 SWOT 分析.........
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