金川公司成立于 1959 年，是我国最大的有色金属生产企业，作为一家镍钴
资源的传统矿业集团，公司研究制定了镍钴资源向电池材料转型发展的宏伟战
略，并专门成立了一家子公司进行电池材料的研发生产和市场推广，已经在电池
材料行业发展了十多年的时间，在国内电池材料行业具有重要的市场地位。伴随
市场变迁，在产业布局和产品市场竞争中，尤其是在经历了经济危机之后，国企
普遍经营状况不佳。作为未来带动集团公司镍钴资源的主要消费市场---电池材
料，在激烈的竞争环境下，公司应该制定有效的营销策略来迎接当前电池材料市
场的机遇和挑战，尤其是针对公司经营和营销实践中存在的一些困难和问题，需
要公司在制定和应用营销策略的同时，研究并解决营销过程中的相关难题，抢占
市场先机，提高产品市场占有率
本文以金川公司电池材料为研究对象，根据营销理论、营销战略对公司的营
销相关问题进行总结和分析，在当前电子消费品持续增长以及新能源动力汽车爆
发性增长的市场环境下，对金川公司电池材料发展面临营销环境和竞争环境进行
分析，列举出了公司电池材料发展的优势、劣势、机遇、威胁，提出了延长成熟
电池材料生命周期和迅速促进三元产品市场开拓的营销战略。按照 4Ps 和 4Cs
的营销策略组合理论，提出了公司在产品、价格、渠道、促销方面的具体策略，
以及在客户需求、成本、便利、沟通等营销实践方面的具体做法，同时对公司营
销工作中的其他问题提出了组织治理等相关的建议。为公司营销创新变革提供决
策依据
关键词：电池材料；市场营销；恶性竞争；营销管理；竞争优势MBA 学位论文 作者：谈应东 金川公司电池材料产品市场营销策略研究
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Abstract
With the rapid development of world economy, global excessive development for fossil fuels,
environmental pollution, fog haze weather has caused, attaches great importance to all countries in
the deployment of clean energy development and use of strategy, as the 21st century, the new
battery products used to replace traditional petrochemical resources use, early in the process of
electronic product development has been widely applied, now with the electronic products to the
rising number of species, and intelligence, the development of portable electronic products are
widely market prospects, put forward higher requirements for battery products;In addition,
vehicles unprecedented market prospect as battery material, by global attention, all countries on
the corresponding state planning and development of the electric car and battery materials subsidy
policy.Under the market opportunity, also appeared on the market related problems such as
overheated investment and excess capacity, market competition is fierce.
Jinchuan company was founded in 1959, is China&39;s largest non-ferrous metal production
enterprises, as a traditional mining group, nickel and cobalt resources of research made the
nickel-cobalt resources to battery material transformation development of grand strategy, and set
up a subsidiary in battery materials research and development production and marketing, has been
in the battery material industry development more than a decade, has an important position in
battery material industry of China.Along with the market changes, in the industry layout and
product market competition, especially after the economic crisis, state-owned enterprises generally
poor operating conditions.As the main resources of nickel and cobalt group company future
consumer market - battery materials, in the fierce competitive environment, companies should
make effective marketing strategy to meet the current of battery materials market opportunities
and challenges, especially in view of the company&39;s business and marketing some of the
difficulties and problems existing in the practice, to company at the same time in the formulation
and application of marketing strategy, to study and solve the related problems in the process of
marketing, seize market opportunities, improve product market share.
Battery materials based on Jinchuan company as the research object, according to the
marketing theory, marketing strategy for the company&39;s marketing related issues on summary and
analysis of the current electronic consumer products continues to grow and new energy vehicles
explosive growth of the market environment, the development of battery materials of Jinchuan
company marketing environment and competition environment analysis, the listed company of
battery materials development strengths, weaknesses, opportunities, threats, puts forward the
extension of the mature battery material life cycles and rapidly promote the ternary productsMBA 学位论文 作者：谈应东 金川公司电池材料产品市场营销策略研究
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market development marketing strategy.According to the theory of 4Ps and 4Cs marketing
strategy combination, and puts forward the company in terms of product, price, channel,
promotion strategy, as well as the needs of customers, costs, convenience and communication and
so on marketing practices of specific practices, and other problems in the marketing work on the
company put forward the Suggestions such as organization management.Marketing innovation to
provide decision basis for the company.
Key words: Battery materials; Marketing; Vicious competition; Marketing
management; Competitive advantageMBA 学位论文 作者：谈应东 金川公司电池材料产品市场营销策略研究
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目录
中文摘要. I
AbstractII
一、绪论. 1
（一）选题背景和意义 ........1
（二）研究的内容和方法 ......2
二、相关理论和方法 ... 4
（一）营销的理论意义 ........4
（二）营销环境分析 ..........4
（三）STP 理论...6
（四）4P 和 4C 营销策略组合...6
（五）客户关系和客户价值管理 7
三、金川公司电池材料营销现状分析 . 8
（一）金川公司介绍 ..........8
（二）金川电池材料产品介绍 ..9
（三）公司经营基本情况 .....10
（四）公司电池材料的营销概况 ...........13
（五）公司营销策略诊断与问题 ...........15
四、金川电池材料营销环境分析 .... 19
（一）电池材料行业分析 .....19
（二）宏观营销环境分析 .....25
（三）微观竞争环境分析 .....26
（四）公司的 SWOT 分析 ......30
五、公司营销战略制定36
（一）市场细分 .36
（二）确定目标客户及市场定位 ...........39
（三）金川公司电池材料营销战略制定 .....40
六、金川电池材料营销策略分析 .... 42
（一）产品营销策略 .........42
（二）产品价格营销策略 .....43MBA 学位论文 作者：谈应东 金川公司电池材料产
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