我国高温承压用合金钢销售现状及营销模式分析

发布时间：2018-03-28 08:00

本文选题：高温承压用合金钢　切入点：销售现状　出处：《华北电力大学》2015年硕士论文

【摘要】：高温承压用合金钢是钢铁行业中的高端产品,具有极强的高温强度和抗蠕变性能。因其优秀的材料力学性能会被广泛应用于电力、石油、石化、航空、军事,尤其是超临界、超超临界电站锅炉和电站汽水管道上。对于我国高温承压用合金钢生产企业来说,在不掌握核心冶炼及加工技术,市场竞争处于劣势地位的情况下,如何需要通过产品设计、生产以及市场营销等途径,来确保产品在销售过程中可以取得良好的业绩,巩固本土企业的成本优势有着重要作用。如何转变目前高端产品90%依赖进口的状况,除了产品研发外,营销模式的优化设计是企业市场营销中最为重要的内容。自2008年金融危机以来,我国火电投资增长逐渐放缓。高温承压用合金钢生产企业在销售过程中由于受到营销环境变化的影响,需要对企业的经营进行一定的调整和优化,并要在此基础上来创设一个适用性更强的营销模式,进一步提高企业在营销过程中市场资源的可控性和竞争力,是帮助企业在激烈的市场竞争中获取最终胜利的制胜砝码,是本论文在研究中的核心内容。本文从国内钢铁及高温承压用合金钢市场的竞争大环境出发,针对高温承压用合金钢生产企业的销售现状及存在问题进行分析,运用现代营销理论知识提出了高温承压用合金钢生产企业营销模式构建和管理的要点,同时提出扁平化渠道战略来进一步加强营销渠道管理。本文主要以现代营销理论以依据对某高温承压用合金钢生产企业营销模式的重构进行了探讨,特别是依据高温承压合金钢市场的特点建设有创新的营销模式是对企业现有营销资源的高度整合,同时通过数个案例,深度剖析了多个国际知名厂商在这个市场上的战略布局和营销策略,以及营销策略产生的不同结果。同时分析本土企业的现状,面对的困境,以及如何通过适当的营销方式的脱困。本文对于其他重工企业来说依旧具备一定的借鉴意义。
[Abstract]:High temperature pressure alloy steel is one of the high-end products in the steel industry. It has very strong high temperature strength and creep resistance. Because of its excellent mechanical properties of materials, it will be widely used in power, petroleum, petrochemical, aviation, military, especially supercritical. Ultra supercritical power station boilers and steam and water pipelines of power stations. For the domestic high temperature and pressure bearing alloy steel production enterprises, how to pass product design without mastering the core smelting and processing technology, and the market competition is in a disadvantaged position, Production, marketing and other means to ensure that products in the process of sales can achieve good performance, consolidate the cost advantage of local enterprises play an important role. How to change the current high-end products 90% dependence on imports, In addition to product research and development, the optimization of marketing model is the most important content in enterprise marketing. Since the 2008 financial crisis, The growth of thermal power investment in China is slowing down gradually. Due to the influence of the change of marketing environment, the enterprises producing alloy steel for high-temperature and pressure-bearing need to adjust and optimize the operation of the enterprises. On this basis, we should create a more applicable marketing model, further improve the controllability and competitiveness of market resources in the marketing process, which is the winning weight to help enterprises to obtain final victory in the fierce market competition. It is the core content of this paper. From the competitive environment of domestic steel and high temperature pressure alloy steel market, this paper analyzes the current sales situation and existing problems of high temperature pressure alloy steel production enterprises. Based on the modern marketing theory, the main points of marketing mode construction and management for alloy steel production enterprises with high temperature and pressure are put forward. At the same time, the flat channel strategy is put forward to further strengthen the marketing channel management. This paper mainly discusses the restructuring of the marketing mode of a high-temperature and pressure-bearing alloy steel production enterprise based on the modern marketing theory. In particular, the construction of innovative marketing models based on the characteristics of the high-temperature pressure alloy steel market is a high degree of integration of the existing marketing resources of the enterprises, and at the same time through several cases, This paper deeply analyzes the strategic layout and marketing strategy of many well-known international manufacturers in this market, as well as the different results of marketing strategies. At the same time, it analyzes the current situation of local enterprises and the difficulties they face. And how to get rid of difficulties through proper marketing. This paper still has some reference significance for other heavy industry enterprises.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.31

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