衡钢石油专用管海外营销策略分析

发布时间：2018-02-13 07:57

本文关键词： 石油专用管营销策略 SWOT分析渠道管理多智能体系统.　出处：《南华大学》2013年硕士论文　论文类型：学位论文

【摘要】：面对全球经济下滑，国内钢铁产能严重过剩，作为国有大型专业钢管企业,如何走出困境，抢占国际市场份额并逐渐走向国际化经营，已经成为衡钢战略决策的一个重要课题。首先，本文简单介绍了石油专用管产品及其用途，并对海外石油专用管市场进行了详细的分析，并进行了海外市场网络分析与市场需求预测，，为衡阳石油专用管海外营销策略建立基础研究。其次，根据衡钢生产经营实际及营销模式，对其石油专用管的海外营销进行了SWOT分析，系统的分析了衡阳钢管经营的优势、劣势、机遇和威胁，并得出了下一步营销策略所关注的重点与难点问题。然后，研究了衡钢石油专用管海外市场细分和目标市场定位以及整体营销理论，提出了针对衡钢石油专用管整体营销的4Ps组合策略和实施措施。构建了衡阳钢管海外营销多智能体系的管理组织结构及多智能体目标管理考核体系，强化了衡阳钢管海外市场多智能体系统分销渠道建设，提升了衡阳钢管营销服务水平与业务发展空间，优化了衡钢海外市场石油专用管供应链管理。通过开展这一系统的营销策略，较好的实现了衡钢海外市场石油专用管营销策略优化，提高了企业经济效益。
[Abstract]:Faced with the global economic downturn , domestic steel production capacity is excessive , as state - owned large - scale professional steel pipe enterprise , how to get out of the predicament , seize the international market share and gradually move to the internationalization management , has become an important topic of the strategic decision - making of the balance of steel . First of all , this paper briefly introduces the petroleum specialized pipe product and its application , and analyzes the overseas petroleum special pipe market in detail , and carries out the overseas market network analysis and market demand forecast , and establishes the basic research for the overseas marketing strategy of HengYang petroleum . Secondly , according to the actual and marketing model of Henggang ' s production and operation , SWOT analysis of overseas marketing of its oil - specific pipe is carried out , and the advantages , disadvantages , opportunities and threats of HengYang steel pipe are analyzed , and the key points and difficulties of next - step marketing strategy are drawn . Then , the overseas market subdivision and the target market positioning and the overall marketing theory of Henggang Oil Special Pipe are studied , and the 4Ps combination strategy and implementation measures are put forward aiming at the overall marketing of Henggang oil special pipe . The management organization structure and the multi - agent target management evaluation system of HengYang steel tube overseas marketing multi - intelligence system are constructed , and the distribution channel construction of the multi - agent system of HengYang steel tube overseas market is strengthened , and the marketing service level and the service development space of the HengYang steel pipe are improved , and the supply chain management of the Henggang overseas market petroleum specialized pipe is optimized . By carrying out the marketing strategy of this system , it is better to realize the optimization of the marketing strategy of the petroleum special pipe of Henggang overseas market , and the economic benefit of the enterprise is improved .

【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F274

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