宁波浙华有限公司焊接钢管营销策略研究

发布时间：2018-02-01 10:18

本文关键词： 营销策略工业品营销焊接钢管　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文研究的主要对象是宁波浙华钢管有限公司的焊接钢管营销策略。自2012年始伴随着全球经济增长速度持续放缓甚至衰退，我国钢管行业也面临越来越严峻的考验，很多企业往往只把营销当成简单的销售，没有上升到企业的策略层面，他们往往没有营销策略，或是策略不科学与不合理，都会导致盲目扩张、竞争乏力、执行不利、成长无后劲等这些问题的产生。同时宁波浙华钢管公司也面临着激烈的市场竞争环境，为次必须要制定合适的营销策略。本文首先全面分析了焊接钢管市场的现状、发展前景和公司的宏微观环境。在对公司的现有营销状况进行分析后，进行了焊管产品的市场细分，并制定了目标市场定位策略。随后对公司的营销策略进行分析，包括价格策略、渠道策略、促销策略及服务策略。最后介绍了营销策略的实施与控制，并提出了宁波浙华钢管有限公司钢管应致力于产品质量的提高和产品结构的优化，建议开发有用自建码头以利于超长钢管的竞争力。如果能够拥有自建码头将大大提高后期焊管市场中超长钢管的竞争力，，更好的实现公司的整体营销目标。本文应用的理论基础是各种市场营销经典理论，包括大客户理论、4Ps营销组合理论、差异化定价理论等。以宁波浙华钢管为例来研究对其现有的策略评估与修正，从而形成高效合理的营销策略将保证该企业长期持续地发展，希望能为国内焊接钢管的其他相关企业的市场营销提供理论帮助。
[Abstract]:The main research object of this paper is the marketing strategy of welded steel pipe of Ningbo Zhejiang Steel Pipe Co., Ltd. Since 2012, the global economic growth has been slowing down or even declining. China's steel pipe industry is also facing a more and more severe test, many enterprises tend to take marketing as a simple sales, not to rise to the strategic level of the enterprise, they often do not have a marketing strategy. Or unscientific and unreasonable strategy will lead to blind expansion, weak competition, unfavorable execution, no growth and so on. At the same time, Ningbo Zhejiang Steel Pipe Company is also facing a fierce market competition environment. Appropriate marketing strategies must be developed for the second time. First of all, this paper comprehensively analyzes the status quo, development prospects and macro and micro environment of welded steel pipe market. After analyzing the current marketing situation of the company, the market segmentation of welded pipe products is carried out. Then the marketing strategy of the company is analyzed, including price strategy, channel strategy, promotion strategy and service strategy. Finally, the implementation and control of marketing strategy are introduced. It is pointed out that Ningbo Zhejiang Steel Pipe Co., Ltd should devote itself to the improvement of product quality and the optimization of product structure. It is suggested to develop useful self-built wharf in order to benefit the competitiveness of super-long steel pipe. If we can have self-built wharf, we will greatly improve the competitiveness of super-long steel pipe in the later welded pipe market, and better realize the overall marketing target of the company. The application of this paper is based on a variety of classic marketing theories, including the theory of large customer marketing combination theory of 4Ps. Take Ningbo Zhejiang Steel Pipe as an example to study the evaluation and revision of its existing strategies, thus forming an efficient and reasonable marketing strategy will ensure the long-term sustainable development of the enterprise. Hope to be able to domestic welded steel pipe other related enterprises to provide theoretical assistance for marketing.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

【参考文献】