海外G公司在华市场营销战略分析研究

发布时间：2018-11-05 07:56

【摘要】：中国经济在过去二十年里得到了快速发展,目前正在由制造业大国向制造业强国迈进。作为国民经济的支柱产业,钢铁工业也创造了奇迹般的发展速度,中国的粗钢产量自1996年一直保持着全球第一。炼钢的工艺流程主要有两种:转炉和电弧炉。转炉工艺目前仍占全球钢产量的主流,但电弧炉炼钢工艺因其节能环保的特点而受到越来越多国家的青睐,目前电炉钢在全球钢产量的比例约占28%,而中国的电炉钢比例则更低(低于10%),但随着中国环境保护意识的加强,以及废钢资源的充裕供应,中国的电弧炉炼钢比例将会不断提高,作为电炉炼钢工艺不可缺少的辅助材料石墨电极,其需求量也会随之不断增长,中国石墨电极产业将有巨大的发展空间。面对未来巨大的市场预期,近些年来,很多商家看准中国的石墨电极行业,纷纷投资建厂,但是就近几年的市场行情来看,中国的石墨电极行业的发展却差强人意。相当一部分企业因为管理不善、战略失误、资金不足、技术瓶颈,再加上市场上的激烈竞争,逐渐失去原有的市场份额,个别企业甚至到了破产清算的地步,企业的生存和发展遭遇了前所未有的危机。然而,低迷的中国石墨电极市场环境却给一些拥有明确发展战略、优化产品组合、先进生产及管理技术的外资企业带来了发展机遇和良好的前景。G公司作为外资石墨电极企业中的佼佼者,在中国制定了符合中国现状的长期发展规划和营销战略,最终在竞争中获得并维持了竞争优势。本文首先对公司内外部环境进行分析,了解公司所处的市场环境,再通过战略分析,结合公司自身的优势和劣势,以及面临的机遇和挑战作为前提条件,对中国市场进行战略规划,明确市场定位。本文通过对现有营销战略和策略的全面分析,以及G公司对实施这些战略过程控制的分析,提出了对我国的石墨电极企业现有经营战略的改进意见。本文采用案例分析和系统分析相结合的方式,对G公司在华实施的市场营销战略进行全面系统的研究和分析。在中国白热化市场竞争环境下,以海外G公司在华实施的市场营销战略作为案例,从战略的制定到实施,以及取得的成效进行讨论,诠释了G公司以市场为导向,以客户为根本的持续发展的营销理念,并希望以此能为中国的石墨电极行业的未来发展提供借鉴。
[Abstract]:China's economy has grown rapidly over the past two decades and is now moving from a manufacturing power to a manufacturing powerhouse. As the pillar industry of the national economy, the iron and steel industry has also created a miraculous speed of development, China's crude steel output has maintained the first in the world since 1996. There are two main processes for steelmaking: converter and electric arc furnace. Converter process still accounts for the mainstream of global steel production, but the EAF steelmaking process is favored by more and more countries because of its energy saving and environmental protection characteristics. At present, the proportion of EAF steel in global steel production is about 28%. The proportion of EAF steel in China is even lower (less than 10%), but with the strengthening of environmental protection awareness in China and the abundant supply of scrap steel resources, the proportion of EAF steelmaking in China will continue to increase. Graphite electrode, an indispensable auxiliary material in electric furnace steelmaking process, will increase with its demand, and the graphite electrode industry in China will have a great development space. In the face of the huge market expectation in the future, in recent years, many merchants have invested in the graphite electrode industry in China, but in recent years, the development of graphite electrode industry in China is not as good as expected. A considerable number of enterprises have gradually lost their original market share because of mismanagement, strategic mistakes, insufficient funds, technical bottlenecks, coupled with fierce competition in the market, and individual enterprises have even reached the point of bankruptcy and liquidation. The survival and development of enterprises have encountered an unprecedented crisis. However, the sluggish graphite electrode market environment in China has given some people a clear development strategy to optimize their product mix. Advanced production and management technology of foreign-funded enterprises bring development opportunities and good prospects. G company, as a leader of foreign-funded graphite electrode enterprises, has formulated long-term development plans and marketing strategies in line with the current situation in China. Finally, in the competition to gain and maintain a competitive advantage. This paper first analyzes the internal and external environment of the company to understand the market environment of the company, then through strategic analysis, combined with the company's own strengths and weaknesses, as well as opportunities and challenges as a prerequisite. To the Chinese market strategic planning, clear market positioning. Based on the comprehensive analysis of the existing marketing strategies and the analysis of G Company's control of the implementation of these strategies, this paper puts forward some suggestions for the improvement of the existing management strategies of graphite electrode enterprises in China. In this paper, the case study and system analysis are used to analyze the marketing strategy of G Company in China. Taking the marketing strategy implemented by overseas G Company in China as a case study, from the formulation to implementation of the strategy, and the results achieved, the paper interprets that G Company is market-oriented under the environment of intense market competition in China. Customer-based sustainable development of the marketing concept, and hope to provide reference for the future development of graphite electrode industry in China.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.7;F274

【相似文献】