TC无缝钢管公司的全面营销策略研究
发布时间：2018-11-02 20:14
【摘要】：TC无缝钢管公司是国内一家生产小口径、薄壁、高合金比为特色的无缝钢管专业化企业。当前,企业的生产效率得到了明显的提高,企业的生产规模也扩大了,表现出很好的整体发展势头,而且又面临新的大规模融资机会。在当前钢管企业竞争日益激烈,钢管市场全球一体化进程加剧,国家宏观政策不断调整的形势下,如何立足于企业的发展战略,制定适合战略目标实现的全面营销策略,对TC无缝的生存和发展有着重要的意义。通过对TC无缝的营销环境(包括宏观环境和微观环境)进行分析后,TC无缝将自己的细分市场和目标市场选择定位为主力开发小口径、薄壁、高合金比为特色的无缝钢管,以优势产品积聚于发展广阔的石油天然气、高压或超高压锅炉行业,并注意积聚于这些项目的重点客户,积聚于重点品种的需求。为此,TC无缝需要转变产品结构,提高生产装备,积极发挥企业技术力量强、新品开发快的优势,加强客户关系管理,实施全面营销策略。为了保证企业营销目标的实现,TC无缝需要在产品策略、价格策略、促销策略和分销渠道策略方面作进一步的思考,同时要专注于客户满意度的服务体系。
[Abstract]:TC seamless steel pipe company is a small diameter, thin-walled, high alloy ratio of seamless steel pipe specialized enterprises. At present, the production efficiency of enterprises has been obviously improved, the production scale of enterprises has also expanded, showing a good overall development momentum, but also facing new large-scale financing opportunities. At present, the competition of steel pipe enterprises is increasingly fierce, the process of global integration of steel pipe market intensifies, and the national macro policy is constantly adjusted, how to base on the development strategy of the enterprise and to formulate a comprehensive marketing strategy suitable for the realization of strategic objectives. It is of great significance to the survival and development of TC seamlessly. Through the analysis of TC seamless marketing environment (including macro environment and micro environment), TC seamlessly positioned its subdivision market and target market as the main development of seamless steel pipe with small caliber, thin wall and high alloy ratio. Take advantage of products accumulated in the broad development of oil and gas, high pressure or ultra-high pressure boiler industry, and pay attention to the accumulation of key customers in these projects, the accumulation of key varieties of demand. Therefore, TC needs to transform the product structure seamlessly, improve the production equipment, give full play to the advantages of strong technical force, fast development of new products, strengthen customer relationship management, and implement the overall marketing strategy. In order to ensure the realization of enterprise marketing goal, TC seamlessly needs to make further consideration on product strategy, price strategy, promotion strategy and distribution channel strategy, and at the same time focus on the service system of customer satisfaction.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.3
本文编号：2306836
[Abstract]:TC seamless steel pipe company is a small diameter, thin-walled, high alloy ratio of seamless steel pipe specialized enterprises. At present, the production efficiency of enterprises has been obviously improved, the production scale of enterprises has also expanded, showing a good overall development momentum, but also facing new large-scale financing opportunities. At present, the competition of steel pipe enterprises is increasingly fierce, the process of global integration of steel pipe market intensifies, and the national macro policy is constantly adjusted, how to base on the development strategy of the enterprise and to formulate a comprehensive marketing strategy suitable for the realization of strategic objectives. It is of great significance to the survival and development of TC seamlessly. Through the analysis of TC seamless marketing environment (including macro environment and micro environment), TC seamlessly positioned its subdivision market and target market as the main development of seamless steel pipe with small caliber, thin wall and high alloy ratio. Take advantage of products accumulated in the broad development of oil and gas, high pressure or ultra-high pressure boiler industry, and pay attention to the accumulation of key customers in these projects, the accumulation of key varieties of demand. Therefore, TC needs to transform the product structure seamlessly, improve the production equipment, give full play to the advantages of strong technical force, fast development of new products, strengthen customer relationship management, and implement the overall marketing strategy. In order to ensure the realization of enterprise marketing goal, TC seamlessly needs to make further consideration on product strategy, price strategy, promotion strategy and distribution channel strategy, and at the same time focus on the service system of customer satisfaction.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.3
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