A碳素石墨公司国际营销策略研究

发布时间：2018-01-03 11:48

本文关键词：A碳素石墨公司国际营销策略研究　出处：《湖南农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,在国际市场逐渐开放的背景下,国内钢铁产量与冶金产业呈现过剩发展的态势,从而导致了作为炼钢主要原料的碳素石墨产品转向世界钢铁冶金发展的国际历程。这使得高功率电弧炉,超高功率电弧炉以及精炼炉的工业技术得到不断改进。因而,在这样的发展背景下,在碳素石墨行业中,高规格和高质量的石墨电极与大规格的高功率或超高功率石墨电极未来的国际市场发展空间会越来越大。A碳素石墨有限公司是集生产、销售、科学技术、内贸外贸于一体的私营性企业,在碳素石墨产品的生产技术、设备设施水平、石墨产品质量、生产能力、出口创汇等方面,在国内外同行业中均居快速上升阶段。然而,在拥有自身特定优势的同时,A碳素石墨公司也面临着一些发展的挑战。在这样的发展背景下,对于A碳素石墨公司未来的发展而言,能否制定正确的营销策略将具有十分重要的战略价值。本文引入了STP理论、4PS理论,以A碳素石墨公司所处的国际营销环境为切入点,对A碳素石墨公司所处的宏观环境进行PEST分析,并运用波特五力竞争模型综合考察了A碳素石墨公司所处的行业环境。在上述环境分析的基础上,梳理A碳素石墨公司的国际营销现状,从而发现存在的问题,具体包括：产品结构不合理、空白市场缺乏新产品、盲目降低产品定价、产品价格不灵活、渠道过于依赖中间商、渠道成员之间的利益分化、缺乏新型的媒体促销、促销手段单一化。并提出了相互对应的国际营销策略优化,具体包括：拓展细分市场、调整市场结构、明确目标市场定位、优化产品结构、提高全面质量管理水平、制定市场竞争价格、调整市场灵活价格、构建电子商务网络营销渠道、加强与经销商之间的沟通、实施多维促销推广、建立良好社会公众关系。以期待A碳素石墨公司在激烈的国际市场竞争中能占有一席之地,并获得稳步发展。
[Abstract]:In recent years, under the background of the gradual opening of the international market, the domestic steel production and metallurgical industry show a situation of excess development. As a result, carbon graphite, as the main raw material of steelmaking, turned to the international process of the development of iron and steel metallurgy in the world, which made the high power electric arc furnace. The industrial technology of ultra-high power arc furnace and refining furnace has been continuously improved. Therefore, in such a development background, in the carbon graphite industry. High specification and high quality graphite electrodes and large specifications of high power or ultra high power graphite electrodes the future of the international market space will be growing. A carbon graphite co., Ltd. Is a collection of production, sales, science and technology. Domestic trade and foreign trade in one of the private enterprises, in carbon graphite production technology, equipment and facilities, graphite product quality, production capacity, export to earn foreign exchange. In the same industry both at home and abroad are in a rapid rise stage. However, with its own specific advantages at the same time the company is also facing some development challenges. In such a development context. For the future development of A carbon graphite company, it will be very important to establish the correct marketing strategy. This paper introduces the STP theory / 4PS theory. Taking the international marketing environment of A carbon graphite company as the starting point, the PEST analysis of the macro environment of A carbon graphite company is carried out. Based on the above environmental analysis, this paper combs the international marketing situation of A carbon graphite company, and finds out the existing problems. The concrete include: the product structure is unreasonable, the blank market lacks the new product, blindly reduces the product price, the product price is not flexible, the channel is too dependent on the middleman, the benefit differentiation among the channel members. Lack of new media promotion, promotion means single. And put forward the corresponding international marketing strategy optimization, including: expand the market segment, adjust the market structure, clear target market positioning. Optimize the product structure, improve the level of total quality management, set the market competitive price, adjust the flexible price of the market, construct the electronic commerce network marketing channel, strengthen the communication with the dealers, and carry out multi-dimensional promotion and promotion. To establish good social and public relations in order to look forward to A carbon graphite company in the fierce international market competition to occupy a place, and to obtain steady development.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.7

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