z集团公司钢材产品市场营销策略优化研究

发布时间：2018-03-18 01:20

本文选题：钢材产品　切入点：市场营销　出处：《江西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：钢材行业是我国建设发展的核心重工业,钢材行业的发展关系着国民经济命脉,我国自建国以来,就一直十分重视钢材产业的建设。自上个世纪九十年代以来,为了改善我国钢材行业的经营模式,增强金属行业的核心竞争力,开始进行技术改革与经营模式的转换。随着至二十一世纪初期,我国钢铁行业发展逐渐趋于稳定,市场趋于饱和,导致钢材市场出现了产品过剩、竞争激烈等诸多问题。在这样的行业困境下,对钢材行业实施市场化管理、战略化管理的市场营销模式,开始受到众多钢材企业的青睐。作为国内众多钢材企业之一的z集团公司上,也正在面临着这样的产品发展瓶颈现状,根据市场变化制定针对性的市场营销策略是z集团公司当前面临的最紧迫的问题。针对当下Z集团公司在钢材产品市场营销管理方面的不足,实现在信息发展时代的新市场营销策略,进行新时代钢材产品的市场营销布局,开扩市场,达到扩大销售业绩,本文在相关市场营销理论的支持下,对Z集团公司目前的营销背景进行了分析,收集整理了国内外相关的营销文献作为文章的理论研究素材,结合钢材产品的特点和Z集团公司在市场营销方面的不足与局限,应用4P营销理论,结合具体优化模型,对Z集团公司钢材产品营销现状做了详细分析,指出了Z集团公司在营销方面的问题,即缺乏对市场营销的战略调控,在销售的过程中出现了销售手段同质化、销售服务缺乏技术性、没有结合钢材产品特点定价、销售渠道过于传统、营销激励不合理等基本情况,阐述了Z集团公司目前的优势、劣势、机遇和威胁,在4P理论分析基础上,提出了营销方案,包括紧密结合互联网平台进行营销推广、提升销售人员的技术专业水平、按照模块和服务内容制定价格策略、在互联网平台下开展渠道推广、制定多元化的激励制度和激励方式等。最后,对Z集团公司营销策略的实施提出了组织与管理保障方面的建议。本文通过对Z集团公司的钢材产品市场营销策略优化研究,一方面可以完善传统的Z集团公司钢材产品营销的不足,促进z集团公司在信息时代的钢材产品销售,有利Z集团公司在信息经济时代,塑造产品核心竞争力。另一方面,由于Z集团公司,在国内属于金属营销为主业的大型服务商之一,对Z集团公司钢材产品的市场营销策略优化研究,也并可以为同类性质公司的市场营销提供参考借鉴作用。
[Abstract]:The steel industry is the core heavy industry of the construction and development of our country. The development of the steel industry is related to the lifeblood of the national economy. Since the founding of the people's Republic of China, China has always attached great importance to the construction of the steel industry. In order to improve the management mode of the steel industry in our country and strengthen the core competitiveness of the metal industry, we began to carry out the technological reform and the transformation of the management mode. With the beginning of 21th century, the development of the steel industry in our country gradually tended to be stable. The market tends to be saturated, which leads to many problems in the steel market, such as overproduction, fierce competition and so on. In such a difficult situation, the marketing mode of market-oriented management and strategic management is applied to the steel industry. Began to be favored by many steel enterprises. As one of the many domestic steel enterprises, Z Group Company is also facing such a bottleneck of product development. Making targeted marketing strategy according to market changes is the most urgent problem that Z Group Company is facing at present. In view of the shortcomings of Z Group Company in marketing management of steel products at present, To realize the new marketing strategy in the era of information development, to carry out the marketing layout of steel products in the new era, to open and expand the market, to achieve the expansion of sales performance, this paper is supported by the relevant marketing theories. This paper analyzes the current marketing background of Z Group Company, collects and collates domestic and foreign related marketing literature as the theoretical research material of the article, combines the characteristics of steel products and the shortcomings and limitations of Z Group Company in marketing. Applying 4P marketing theory and combining with specific optimization model, this paper makes a detailed analysis on the current situation of steel products marketing in Z Group Company, and points out the problems in marketing of Z Group Company, that is, the lack of strategic regulation and control of marketing. In the process of sales, the sales means are homogenized, the sales service is lack of technology, the pricing is not combined with the characteristics of steel products, the sales channels are too traditional, the marketing incentives are unreasonable, and so on. Disadvantages, opportunities and threats, on the basis of 4P theory analysis, this paper puts forward a marketing plan, including marketing promotion in close combination with the Internet platform, upgrading the technical professional level of sales personnel, and formulating price strategies according to modules and service contents. In the Internet platform to carry out channel promotion, develop a diversified incentive system and incentive methods. Finally, This paper puts forward some suggestions on the implementation of marketing strategy of Z Group Company in terms of organization and management guarantee. This paper studies the optimization of marketing strategy of steel products in Z Group Company. On the one hand, it can perfect the shortcomings of the traditional Z group company's steel product marketing, promote the z group company's steel product sale in the information age, benefit Z group company in the information economy age, mold the core competitiveness of the product on the other hand, As Z Group Company is one of the large service providers which belong to metal marketing as the main industry in China, the research on the optimization of marketing strategy of steel products of Z Group Company can also provide reference for the marketing of similar companies.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.31

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