提升钢铁生产企业营销能力的路径选择

发布时间：2018-01-04 02:07

本文关键词：提升钢铁生产企业营销能力的路径选择　出处：《特钢技术》2016年04期 　论文类型：期刊论文

【摘要】：在我国经济深度调整、供给侧改革持续发力的大背景下,钢铁行业正经历一场划时代的大变革。粗钢产量增幅虽大幅回落,但与需求相比,产量偏高,企业集中度低,钢材市场无序、恶性竞争,钢材价格虽有阶段性上涨,但总体需求仍显不足,市场竞争剧烈,钢铁企业的生存压力并没有得到明显缓解。受制于原料和产品市场供求关系变化,钢铁企业虽然把"抢市场、抢订单,提高市场占有率"作为企业首要任务来抓,但在销售具体操作上存在一些急功近利的短视行为,"规模销量"并没有带来"规模效益"。本文围绕提升钢铁企业营销能力的路径选择,提出必须建立以用户需求为中心的营销模式,从四个方面完善内外支持路径,以期对钢铁企业有所裨益。
[Abstract]:Under the background of deep economic adjustment and continuous development of supply-side reform, the iron and steel industry is undergoing an epoch-making transformation. Although the increase of crude steel output has dropped sharply, the output is on the high side compared with demand. The enterprise concentration degree is low, the steel market is disordered, the vicious competition, although the steel price has the stage to rise, but the overall demand is still obvious insufficient, the market competition is fierce. The survival pressure of iron and steel enterprises has not been obviously alleviated. Because of the change of supply and demand in raw materials and products market, iron and steel enterprises have "snatched the market and snatched orders". Increasing market share "as the first task of the enterprise to grasp, but in the specific operation of sales there are some short-sighted behavior." "scale sales" does not bring "economies of scale". This paper focuses on the choice of ways to enhance the marketing capability of iron and steel enterprises, and puts forward the necessity of establishing a marketing model centered on the needs of users. From four aspects to improve the internal and external support path, with a view to iron and steel enterprises.
【作者单位】：攀长钢综合管理部;
【分类号】：F274;F426.31
【正文快照】： Deng Li(Changcheng Special Steel Company,Pangang Group,Jiangyou,Sichuan,621701)收件日期:2016-10-24目前,世界经济持续低迷,中国经济进入新常态后降速运行,供给侧改革持续发力。钢铁行业的粗钢产量增幅已大幅回落,市场整体情况有所好转。但从总体来看,钢铁生产能力依然

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