宝钢股份中厚板产品大连地区营销策略研究
发布时间：2018-09-14 09:11
【摘要】：钢铁工业是一个国家工业化的重要标志。自2005年以来,我国中厚板产业发展迅猛,先后有多条中厚板生产线投产,使得我国中厚板产能过剩的状况日益明显。美国金融危机爆发后,对我国经济造成了巨大的冲击,在下游行业需求放缓,产能严重过剩的情况下,中厚板生产厂之间的竞争日益剧烈。如何在残酷的市场竞争中生存下去,这对“新常态”下每一家中厚板厂的营销都提出了挑战。本文选取宝钢股份中厚板产品作为研究的样本,在分析了当前钢铁行业总体竞争态势的基础上,结合新的市场竞争环境及未来发展趋势,对宝钢中厚板产品的内外部环境进行了深入分析,运用SWOT分析法对宝钢股份中厚板产品的内外部因素再次进行梳理,在此基础上,运用STP营销理论对大连地区的中厚板市场进行了细分和定位,最后运用4P营销理论制定了宝钢股份中厚板产品在大连地区组合营销策略及为保障营销策略的顺利实施所采取的保障措施。文章分为六个部分：第一章,绪论,描述本论文的写作背景和意义以及写作过程中采用的方法和写作的技术路线；第二章,相关理论文献综述,介绍营销的相关理论及演变、STP市场细分和4P营销组合策略等相关理论叙述；第三章,宝钢股份中厚板产品外部环境分析,通过宏观环境分析和产业环境分析来阐述宝钢中厚板产品所处的外部环境；第四章,宝钢股份中厚板产品内部环境分析,通过宝钢中厚板产线的介绍和资源能力的分析来阐述宝钢中厚板产品的内部环境；第五章,宝钢股份中厚板产品大连地区营销策略研究和保障措施,通过宝钢股份中厚板产品大连地区营销策略的SWOT分析、STP分析和4P分析最终确定大连地区的营销策略及采取的相应保障措施。第六章,结论,对本文研究的过程、方法、内容进行高度总结,对本文尚存的不足予以指出。本文是对宝钢股份中厚板产品大连地区营销策略的探索和创新,对后续推进宝钢股份中厚板产品大连地区营销工作具有一定的借鉴意义和参考价值。
[Abstract]:Iron and steel industry is an important symbol of a country's industrialization. Since 2005, China's medium and heavy plate industry has developed rapidly, with several plate production lines put into production successively, which makes the situation of overcapacity of medium and heavy plate in our country more and more obvious. After the outbreak of the American financial crisis, it has caused a huge impact on our economy. Under the situation of slow down industry demand and serious overcapacity, the competition between medium and thick plate manufacturers is becoming more and more intense. How to survive in the cruel market competition is a challenge to the marketing of every plate factory under the new normal. In this paper, Baosteel stock plate products are selected as the research samples, based on the analysis of the overall competitive situation of the steel industry, combined with the new market competition environment and the future development trend, The internal and external environment of Baosteel's medium and heavy plate products is analyzed deeply, and the internal and external factors of Baosteel's medium and heavy plate products are combed again by using SWOT analysis method, and on this basis, Using STP marketing theory to segment and position the medium and thick plate market in Dalian area, Finally, the 4P marketing theory is used to formulate the combined marketing strategy of Baosteel's medium and heavy plate products in Dalian area and the guarantee measures to ensure the smooth implementation of the marketing strategy. The article is divided into six parts: the first chapter, introduction, describes the writing background and significance of this paper, as well as the writing process of the methods and technical routes, chapter two, relevant theoretical literature review, This paper introduces the relevant theories and evolution of marketing, such as STP market segmentation and 4P marketing combination strategy, etc. Chapter 3, external environment analysis of Baosteel stock plate products, Through macroscopical environmental analysis and industrial environmental analysis, this paper expounds the external environment of Baosteel plate products. Chapter four, the internal environment analysis of Baosteel stock plate products, Through the introduction of Baosteel medium and thick plate production line and the analysis of resource ability, this paper expounds the internal environment of Baosteel medium and thick plate products. Chapter 5, the marketing strategy research and safeguard measures of Baosteel's medium and heavy plate products in Dalian area. Through the SWOT analysis and 4P analysis of Dalian area marketing strategy of Baosteel's medium and thick plate products, the marketing strategy and corresponding safeguard measures are finally determined. Chapter 6, conclusion, summarizes the process, method and content of this paper, and points out the shortcomings of this paper. This paper is the exploration and innovation of Dalian area marketing strategy for Baosteel's medium and thick plate products, which has certain reference significance and reference value for the subsequent promotion of Dalian area marketing work of Baosteel's medium and thick plate products.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.31
[Abstract]:Iron and steel industry is an important symbol of a country's industrialization. Since 2005, China's medium and heavy plate industry has developed rapidly, with several plate production lines put into production successively, which makes the situation of overcapacity of medium and heavy plate in our country more and more obvious. After the outbreak of the American financial crisis, it has caused a huge impact on our economy. Under the situation of slow down industry demand and serious overcapacity, the competition between medium and thick plate manufacturers is becoming more and more intense. How to survive in the cruel market competition is a challenge to the marketing of every plate factory under the new normal. In this paper, Baosteel stock plate products are selected as the research samples, based on the analysis of the overall competitive situation of the steel industry, combined with the new market competition environment and the future development trend, The internal and external environment of Baosteel's medium and heavy plate products is analyzed deeply, and the internal and external factors of Baosteel's medium and heavy plate products are combed again by using SWOT analysis method, and on this basis, Using STP marketing theory to segment and position the medium and thick plate market in Dalian area, Finally, the 4P marketing theory is used to formulate the combined marketing strategy of Baosteel's medium and heavy plate products in Dalian area and the guarantee measures to ensure the smooth implementation of the marketing strategy. The article is divided into six parts: the first chapter, introduction, describes the writing background and significance of this paper, as well as the writing process of the methods and technical routes, chapter two, relevant theoretical literature review, This paper introduces the relevant theories and evolution of marketing, such as STP market segmentation and 4P marketing combination strategy, etc. Chapter 3, external environment analysis of Baosteel stock plate products, Through macroscopical environmental analysis and industrial environmental analysis, this paper expounds the external environment of Baosteel plate products. Chapter four, the internal environment analysis of Baosteel stock plate products, Through the introduction of Baosteel medium and thick plate production line and the analysis of resource ability, this paper expounds the internal environment of Baosteel medium and thick plate products. Chapter 5, the marketing strategy research and safeguard measures of Baosteel's medium and heavy plate products in Dalian area. Through the SWOT analysis and 4P analysis of Dalian area marketing strategy of Baosteel's medium and thick plate products, the marketing strategy and corresponding safeguard measures are finally determined. Chapter 6, conclusion, summarizes the process, method and content of this paper, and points out the shortcomings of this paper. This paper is the exploration and innovation of Dalian area marketing strategy for Baosteel's medium and thick plate products, which has certain reference significance and reference value for the subsequent promotion of Dalian area marketing work of Baosteel's medium and thick plate products.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.31
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