唐钢产品营销模式的发展与调整

发布时间：2018-05-19 14:55

本文选题：营销模式 + 集团化发展战略　；参考：《华北理工大学》2017年硕士论文

【摘要】：当前,中国经济发展正处于转折期,经济增长放缓,在国家大力推进供应侧改革的背景下,钢铁企业面临产能过剩和资源环保的双重压力,钢铁企业经营模式面临巨大挑战,各大钢铁企业在激烈竞争中寻求机遇,突破企业发展壁垒,营销管理模式的转变成为重中之重。唐钢作为国内钢铁行业的龙头企业之一,致力于打造国际一流产品,建设最具竞争力钢铁企业,面对严酷的市场环境,对营销管理模式进行了调整,虽然销售集团化发展战略模式的运作使企业具备一定的竞争优势,但在实际运行中还存在诸多问题,如定价机制应对市场变化滞后;产品结构单一、附加值低以及营销渠道单一等。论文以唐钢产品营销模式的发展与调整为研究对象,运用波士顿矩阵、SWOT分析模型以及波特五力模型等营销管理分析工具,系统的分析了唐钢现行营销模式存在的诸多问题,总结了唐钢产品营销模式调整带来的显著成果,探讨唐钢式企业发展战略及营销管理模式。唐钢集团在营销战略、产品策略、渠道策略以及销售系统的构建等方面均取得了很好的成效:1)国内钢铁企业中,在企业运作模式上将集团化发展战略率先实现“实质性”运作,缩短了企业间文化差距,通过产品产线整合,产品同质化减弱,减小了内部直接竞争影响,形成了实质集团化发展战略的合力。2)销售集团化发展战略运作模式加大了生产与市场衔接力度,提升了唐钢的整体市场影响力、竞争力。3)在产品策略方面,对产品结构进行了调整,以高端、特色产品的开发为重点,以开发重点项目为依托,扩大了市场影响力,独有的品牌效应逐步形成,为高端市场的开辟打下了坚实的基础,使企业由产品生产型向服务型的转型得到了很大的促进。4)在渠道策略方面,唐钢集团销售渠道以直供渠道为主,以协议经销商的过渡模式为辅,全面推进大客户经理制,有效的把握终端市场的控制与管理,逐步实现产线对接客户,缩短了渠道流程,优化了供给侧服务体系。
[Abstract]:At present, China's economic development is in a turning point, economic growth is slowing down. Under the background of the country vigorously promoting supply-side reform, steel enterprises are facing the double pressure of overcapacity and environmental protection of resources, and the operation mode of iron and steel enterprises is facing enormous challenges. The iron and steel enterprises seek opportunities in the fierce competition, break through the barriers of enterprise development, and the transformation of marketing management mode becomes the most important. As one of the leading enterprises in the domestic steel industry, Tangshan Iron and Steel Co. Ltd is committed to building international first-class products and building the most competitive steel enterprises. In the face of the harsh market environment, it has adjusted its marketing management model. Although the operation of the sales collectivization development strategy mode makes the enterprises have certain competitive advantages, there are still many problems in the actual operation, such as pricing mechanism to cope with the market changes lag, the product structure is single, Low added value and single marketing channel. This paper takes the development and adjustment of the product marketing model of Tangshan Iron and Steel Co. Ltd as the research object. Using the Boston Matrix SWOT analysis model and Porter's five Force Model, this paper systematically analyzes many problems existing in the current marketing mode of Tangshan Iron and Steel Co. This paper summarizes the remarkable achievements brought about by the adjustment of product marketing mode in Tangshan Iron and Steel Co., Ltd., and probes into the development strategy and marketing management mode of Tangshan Iron and Steel Co. Tangshan Iron and Steel Group has achieved good results in marketing strategy, product strategy, channel strategy and the construction of sales system. Among the domestic iron and steel enterprises, the group development strategy is the first to realize "substantial" operation in the enterprise operation mode. It shortens the cultural gap between enterprises, weakens product homogeneity through product line integration, and reduces the influence of direct internal competition. Forming the resultant force of the substantive collectivization development strategy. 2) the operational mode of the sales collectivization development strategy strengthens the linkage between production and market, enhances the overall market influence of Tangshan Iron and Steel Company, and promotes the competitiveness. 3) in terms of product strategy, The product structure has been adjusted, focusing on the development of high-end and characteristic products, relying on the development of key projects, expanding the market influence and gradually forming the unique brand effect, laying a solid foundation for the opening up of the high-end market. The transformation of enterprises from production-oriented to service-oriented has been greatly promoted. In terms of channel strategy, the sales channels of Tangshan Iron and Steel Group are mainly direct supply channels, supplemented by the transitional mode of agreement dealers, and the key account manager system has been comprehensively promoted. Effectively grasp the terminal market control and management, gradually realize the production line docking customers, shorten the channel process, optimize the supply-side service system.
【学位授予单位】：华北理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.31;F274

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