成钢公司螺纹钢市场营销战略研究
发布时间：2018-11-26 16:11
【摘要】：成钢是湖北省大型钢铁企业之一，其螺纹钢品牌价值高。但随着钢铁产能过剩，成钢受到了竞争钢厂的低价冲击，出现亏损。为此，笔者从战略的角度进行研究，旨在科学的制定公司营销战略，促进公司长远发展。 笔者根据公司面临的实际问题，全面运用所学的营销战略理论知识和研究方法深入分析，制定营销战略。首先通过PEST分析法、五力模型分析法等方法分析公司面临的外部环境，找出外部环境带来的机会主要是武汉市螺纹钢市场需求量在不断扩大。而威胁主要是供需矛盾突出，企业亏损；然后通过核心竞争力分析法首先分析企业的内部资源、能力以及核心竞争力，从而进一步分析得出公司优势主要是有强大的品牌优势，而劣势主要是企业盈利能力差；其次通过SWOT战略分析匹配方法将外部的机会和威胁与内部的优势和劣势进行整合，制定和选择了公司战略组合方案；再次通过STP营销方法重新定位了公司的产品和市场，同时通过4P’s组合重新制定了营销策略组合。最后制定了一系列的实施和控制措施确保战略的落实。本文的结论是成钢公司应该实施增长型战略，充分发挥公司在螺纹钢市场的品牌优势，集中螺纹钢资源，抢占高强螺纹钢市场，提高市场占有率；同时通过适度的多元化业务，建立配送中心，将服务品牌延伸，打造新的利润增长点。并加强与经销商或终端工程用户的业务合作，将公司能生产的所有建筑用钢进行整合营销，对下游终端提供所有的建筑钢材供应方案，，提高产品附加价值，将公司不断做大做强。
[Abstract]:Chenggang is one of the large-scale iron and steel enterprises in Hubei Province, with high brand value of rebar steel. But as steel overcapacity, Chenggang suffered a low-price impact of competitive steel plants, a loss. Therefore, the author carries on the research from the strategic angle, in order to scientifically formulate the company's marketing strategy and promote the company's long-term development. According to the practical problems faced by the company, the author makes a thorough analysis of the theoretical knowledge and research methods of marketing strategy, and formulates the marketing strategy. Firstly, through PEST analysis, five-force model analysis and other methods to analyze the external environment faced by the company, to find out that the opportunities brought by the external environment is that the demand of the steel rebar market in Wuhan is constantly expanding. The main threat is that the contradiction between supply and demand is prominent and the enterprise is losing money; Then through the core competitiveness analysis first analyzes the internal resources, capabilities and core competitiveness of the enterprise, and further analyzes that the company's advantages are mainly strong brand strengths, and weaknesses are mainly the poor profitability of enterprises; Secondly, the external opportunities and threats are integrated with the internal strengths and weaknesses through the SWOT strategic analysis and matching method, and the company strategic combination scheme is formulated and selected. The product and market of the company are reoriented through the STP marketing method, and the marketing strategy combination is reformulated through the 4P's combination. Finally, a series of implementation and control measures to ensure the implementation of the strategy. The conclusion of this paper is that Chenggang should implement the growth strategy, give full play to the brand advantages of the company in the steel rebar market, concentrate the steel resources, seize the high strength steel market and increase the market share; At the same time, through a moderate diversification of business, the establishment of distribution center, service brand extension, to create a new profit growth point. And strengthen the business cooperation with dealers or end-engineering users, the company can produce all construction steel integrated marketing, the downstream terminal to provide all construction steel supply programs, improve the added value of products, Make the company bigger and stronger.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.31
本文编号：2359024
[Abstract]:Chenggang is one of the large-scale iron and steel enterprises in Hubei Province, with high brand value of rebar steel. But as steel overcapacity, Chenggang suffered a low-price impact of competitive steel plants, a loss. Therefore, the author carries on the research from the strategic angle, in order to scientifically formulate the company's marketing strategy and promote the company's long-term development. According to the practical problems faced by the company, the author makes a thorough analysis of the theoretical knowledge and research methods of marketing strategy, and formulates the marketing strategy. Firstly, through PEST analysis, five-force model analysis and other methods to analyze the external environment faced by the company, to find out that the opportunities brought by the external environment is that the demand of the steel rebar market in Wuhan is constantly expanding. The main threat is that the contradiction between supply and demand is prominent and the enterprise is losing money; Then through the core competitiveness analysis first analyzes the internal resources, capabilities and core competitiveness of the enterprise, and further analyzes that the company's advantages are mainly strong brand strengths, and weaknesses are mainly the poor profitability of enterprises; Secondly, the external opportunities and threats are integrated with the internal strengths and weaknesses through the SWOT strategic analysis and matching method, and the company strategic combination scheme is formulated and selected. The product and market of the company are reoriented through the STP marketing method, and the marketing strategy combination is reformulated through the 4P's combination. Finally, a series of implementation and control measures to ensure the implementation of the strategy. The conclusion of this paper is that Chenggang should implement the growth strategy, give full play to the brand advantages of the company in the steel rebar market, concentrate the steel resources, seize the high strength steel market and increase the market share; At the same time, through a moderate diversification of business, the establishment of distribution center, service brand extension, to create a new profit growth point. And strengthen the business cooperation with dealers or end-engineering users, the company can produce all construction steel integrated marketing, the downstream terminal to provide all construction steel supply programs, improve the added value of products, Make the company bigger and stronger.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.31
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