秦皇岛首钢板材有限公司营销策略研究

发布时间：2018-04-28 00:40

本文选题：营销组合策略 + SWOT分析　；参考：《燕山大学》2015年硕士论文

【摘要】：受国全球金融危机的影响,一直以来快速增长的钢铁行业发展速度开始放缓,钢铁板材的需求也在下降,产品营销问题越来越受到关注。本文以秦皇岛首钢板材有限公司为研究对象,旨在通过科学的方法,制订出适合其特点的营销战略,从而达到帮助企业板材行业中获得全面的竞争优势等目的。本研究成果为大型企业在全球化背景下应对竞争和挑战提供了有力的理论参考和实践指南。首先本文系统阐述了研究背景和意义,梳理了国内外研究现状,并指出当前研究的不足,同时概述了营销相关理论等,奠定了论文的研究基础;其次,对秦皇岛首钢板材有限公司的营销现状进行了阐述,分别应用PEST分析理论及波特的五力模型对公司的外部营销环境、行业发展环境进行了全方位的分析,并详细解剖了公司内部营销环境,同时通过综合应用IFE矩阵、EFE矩阵、SWOT定性分析模型和象限分析法,对公司进行分析,确定了公司在营销过程中所应采取集中化的战略;再次,对秦皇岛首钢板材公司的集中化战略进行了详细的规划和设计,并通过STP方法进行市场细分、目标市场选择和产品定位,设计出以产品和价格为重点的营销组合策略;最后,从强化业务保障能力、推进营销队伍建设、建设企业文化等方面提出了保障该营销策略顺利实施方案措施。
[Abstract]:Affected by the global financial crisis, the rapid growth of the steel industry has been slowing down, steel plate demand is also declining, product marketing issues are increasingly concerned. This paper takes Qinhuangdao Shougang sheet Co., Ltd. as the research object, aims at making out the marketing strategy suitable for its characteristics through scientific methods, so as to help the enterprise to obtain the overall competitive advantage in the sheet metal industry and so on. The results of this study provide powerful theoretical and practical guidance for large enterprises to deal with competition and challenges in the context of globalization. First of all, this paper systematically expounds the research background and significance, combs the current research situation at home and abroad, and points out the shortcomings of the current research, at the same time, summarizes the marketing related theories, and establishes the research foundation of the thesis. This paper expounds the marketing situation of Qinhuangdao Shougang sheet Co., Ltd., and analyzes the external marketing environment and industry development environment of the company by using PEST analysis theory and Porter's five-force model, respectively. At the same time, the author analyzes the company by using IFE matrix and quadrant analysis method, and determines the strategy of centralization in the process of marketing. The centralized strategy of Qinhuangdao Shougang sheet Company is planned and designed in detail, and through the STP method, market segmentation, target market selection and product positioning are carried out to design a marketing mix strategy with emphasis on product and price. From the aspects of strengthening the ability of business security, promoting the construction of marketing team and constructing enterprise culture, this paper puts forward some measures to ensure the smooth implementation of the marketing strategy.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.31

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