秦皇岛首秦公司重点品种钢市场营销策略研究

发布时间：2018-05-05 19:52

本文选题：首秦公司 + 重点品种钢　；参考：《燕山大学》2014年硕士论文

【摘要】：世界钢铁市场总体上是买方市场，钢铁加工企业的经营也应由以产品为中心转向以客户为中心。要使钢铁公司在激烈的市场竞争中取胜，就势必要走营销创新的道路。从营销观念上看，就是要树立现代营销观念，包括市场观念、全局观念及人才观念等等。在此基础上，钢铁公司还要确立现代营销组织机构和运行机制，实施正确的营销战略，进而实现营销战略的突破和创新。秦皇岛首秦金属材料有限公司是首都钢铁总公司、首长国际公司有限公司和韩国现代重工业株式会社共同投资成立的宽厚板生产性钢铁公司。本文通过分析钢铁行业及营销战略的国内外研究现状，结合秦皇岛首秦金属材料有限公司(简称首秦公司)实际情况，分析钢材市场的需求现状，希望为首秦公司提出较为合理的市场营销策略。首先，作者在阅读大量有关市场营销相关理论的文献资料以及对钢铁行业进行深入分析的基础上，通过深入走访调研，收集了大量的一手资料，为进一步深入研究奠定了基础。其次，本文以其实践依托单位完成，在介绍国内外钢铁行业市场营销的基本情况、钢铁行业市场营销的特点及相关理论的基础上，对首秦公司市场营销的现状、存在问题进行了深入的分析。再次，深入分析首秦公司重点品种钢的市场需求，结合实际情况提出了首秦公司市场营销的目标。最后，结合以上分析，论文提出了首秦公司重点品种钢市场的总体营销策略，并详细提出了三种钢材市场的具体营销策略以使论文具有一定实践可操作性。
[Abstract]:Generally speaking, the world steel market is a buyer's market, and the operation of iron and steel processing enterprises should be changed from product-centered to customer-centered. In order to win in the fierce market competition, iron and steel companies must take the road of marketing innovation. From the point of view of marketing concept, it is necessary to set up modern marketing concept, including market concept, overall concept and talent concept, and so on. On this basis, the iron and steel company should establish the modern marketing organization and operation mechanism, carry out the correct marketing strategy, and then realize the breakthrough and innovation of the marketing strategy. Qinhuangdao Shouqin Metal material Co., Ltd. is the Capital Iron and Steel Corporation, head International Co., Ltd. and Korea Hyundai heavy Industry Co., Ltd. Through analyzing the domestic and international research status of steel industry and marketing strategy, combined with the actual situation of Qinhuangdao Shou-Qin Metal material Co., Ltd (Shouqin Company), this paper analyzes the present situation of steel market demand. I hope to lead the Qin company to put forward a more reasonable marketing strategy. First of all, on the basis of reading a lot of literature about marketing theory and deeply analyzing the iron and steel industry, the author collects a lot of first-hand data through in-depth investigation, which lays a foundation for further research. Secondly, based on the introduction of the basic situation of domestic and foreign iron and steel industry marketing, the characteristics of steel industry marketing and related theories, this paper makes a research on the current situation of Shouqin company's marketing. The existing problems are deeply analyzed. Thirdly, the market demand of key steel varieties of Shouqin Company is analyzed, and the marketing target of Shouqin Company is put forward according to the actual situation. Finally, combined with the above analysis, the paper puts forward the overall marketing strategy of the key varieties of steel market of Shou-Qin Company, and puts forward the specific marketing strategies of three kinds of steel market in order to make the paper practical and operable.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F274

【参考文献】