次贷危机后Z公司营销策略调整研究

发布时间：2018-04-08 15:50

本文选题：次贷危机后　切入点：钢材贸易　出处：《东北大学》2014年硕士论文

【摘要】：我国的钢材贸易企业在近5年来经历了由辉煌到低谷的过程。从2008年钢材市场价格达到顶峰到近4年来价格持续走低,上至钢材生产企业下至下游零售及加工商,整个钢材贸易产业链都面临严峻的考验。面对复杂的市场形势和日趋激烈的市场竞争,钢材生产企业不断的调整生产计划、销售政策；与此同时,国家也出台了产业升级,淘汰落后产能等政策,促进钢材生产企业的市场化；在严峻的市场形势下,下游钢材零售和加工商也出现了资金链断裂等情况；钢材贸易企业的经营陷入困境,一些企业面临自然淘汰的结局。作为钢材贸易中间商,可谓腹背受敌,调整自身的经营方针,营销策略成为重中之重。本文基于以上背景,以市场行情和Z公司发展过程入手,分析次贷危机后Z公司所处市场环境变化及原有营销策略的不足,提出改进和解决方案。首先,从环境因素分析,从宏观环境和微观环境两个角度分析,应用PEST模型及企业内部和竞争对手几个层次综合剖析次贷危机对公司原有营销策略的影响及原策略的优劣不足等,最后将分析的结论归纳成SWOT矩阵,确定面临的优势、劣势、机遇和威胁。其次,运用STP理论对原有营销策略进行分析,得出原有策略的缺陷。第三,结合STP和4Ps理论对公司营销策略做调整和完善。从客户细分,产品组合,如何差别定价及渠道维护等加强对原有营销策略的修正和细化。最后,明确提出营销策略的实施和控制方案。从公司的组织结构和内部控制方面,保证营销策略的有效实施,从而达到营销策略调整的预期目标。
[Abstract]:The steel trade enterprises of our country have experienced the process from brilliant to low in the past five years.From the peak of the steel market price in 2008 to the price decline in the past four years, the whole steel trade industry chain is facing a severe test, from the steel production enterprises down to the downstream retail and processors.In the face of the complex market situation and increasingly fierce market competition, steel production enterprises constantly adjust their production plans and sales policies. At the same time, the state has also introduced policies such as industrial upgrading and elimination of backward production capacity.Promote the marketization of steel production enterprises; in the severe market situation, downstream steel retail and processors have also appeared the situation of capital chain break; the steel trading enterprises are in trouble, some enterprises are faced with the natural elimination of the outcome.As a steel trade middleman, it can be described as the enemy, adjust their own business policy, marketing strategy become the top priority.Based on the above background, this paper starts with the market market and the development process of Z Company, analyzes the changes of market environment and the shortcomings of the original marketing strategy in Z Company after the subprime mortgage crisis, and puts forward the improvement and solution.First of all, from the point of view of environmental factors, macro-environment and micro-environment,Applying PEST model and several levels of enterprises and competitors to analyze comprehensively the influence of the subprime mortgage crisis on the original marketing strategy of the company and the disadvantage of the original strategy. Finally, the conclusion of the analysis is summed up into the SWOT matrix to determine the advantages and disadvantages faced by the sub-prime mortgage crisis.Opportunities and threatsSecondly, the STP theory is used to analyze the original marketing strategy, and the defects of the original strategy are obtained.Thirdly, combine STP and 4Ps theory to adjust and perfect the company's marketing strategy.From customer segmentation, product portfolio, how to differential pricing and channel maintenance to strengthen the original marketing strategy revision and refinement.Finally, the implementation and control scheme of marketing strategy is clearly put forward.From the organizational structure and internal control of the company, to ensure the effective implementation of marketing strategy, so as to achieve the desired goal of marketing strategy adjustment.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.31

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