安钢品牌建设的供应链管理要素分析及对策研究

发布时间：2018-03-24 09:06

本文选题：钢铁品牌　切入点：品牌生态系统　出处：《郑州大学》2014年硕士论文

【摘要】：安阳钢铁集团(以下简称“安钢”)是河南省第一大钢铁企业,在经济危机的背景下,安钢在2012年严重亏损。面对严峻的市场形势,品牌和品牌产品是支撑企业生存和发展的关键。安钢在不断的发展壮大的过程中,也已经具备了进行品牌建设的条件。本文利用品牌生态系统理论、系统动力学理论和标杆法对影响安钢品牌建设的关键供应链因素进行分析并提出发展建议。首先,本文从钢铁行业现在整体的发展现状出发,介绍了钢铁企业进行品牌建设的重要性、目的和意义,进而提出安钢进行品牌建设的必要性；其次,以品牌的市场占有率、品牌盈利能力、品牌发展潜力为指标,分析了影响品牌建设的因素；然后利用Vensim软件建立钢铁品牌生态系统动力学模型,并选择供应链管理子系统为重点研究对象,进行了系统动力学仿真,分析结果表明,在供应链管理因素中,影响品牌建设的关键要素为原材料价格水平、库存周转率、分销商能力和人力资源水平；再次,分析了安钢品牌发展的现状以及企业的内部运作状况,总结了安钢品牌建设的基础以及存在的问题；最后,利用标杆法,选择宝钢为标杆企业,根据安钢现在的发展水平,结合与宝钢之间的发展差距,从原材料价格、人力资源水平、销售水平三个方面对安钢品牌建设提出建议。
[Abstract]:Anyang Iron and Steel Group (Anyang Iron and Steel Group) is the largest iron and steel enterprise in Henan Province. In the context of the economic crisis, Anyang Iron and Steel Group suffered serious losses in 2012. Brand and brand products are the key to support the survival and development of enterprises. In the process of continuous development and growth, Angang also has the conditions for brand building. The system dynamics theory and benchmarking method are used to analyze the key supply chain factors affecting the brand construction of Angang. First of all, this paper introduces the importance, purpose and significance of brand building in iron and steel enterprises from the present development situation of iron and steel industry, and then puts forward the necessity of brand building at Angang. This paper analyzes the factors that influence brand construction, then establishes the ecosystem dynamics model of iron and steel brand by using Vensim software, and selects the supply chain management subsystem as the key research object. The system dynamics simulation results show that, in the supply chain management factors, the key factors affecting brand building are the price level of raw materials, inventory turnover, reseller ability and human resource level. This paper analyzes the current situation of Angang's brand development and the internal operation of the enterprise, summarizes the foundation and existing problems of Angang's brand construction, and finally, selects Baosteel as the benchmark enterprise by using the benchmarking method, according to the present development level of Angang, Combined with the development gap between Baosteel, this paper puts forward some suggestions on the brand construction of Angang from three aspects: raw material price, human resource level and sales level.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F274

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