山东杭萧钢构公司市场营销策略研究

发布时间：2018-06-24 03:35

本文选题：钢铁行业 + 市场竞争　；参考：《山东大学》2014年硕士论文

【摘要】：国内企业的发展优势在很大程度上取决于营销策略的竞争。而对市场形势日益复杂,竞争异常激烈的钢结构行业而言更是如此。钢结构企业的营销策略,绝不是简单的产品推销问题,而是与国家政策、企业自身的实力以及具体的市场运作模式分不开的,可谓道、势、术缺一不可。上世纪80年代初期,建筑钢结构在国内开始应用,其时限于国内粗钢产量较低,钢材相对于混凝土价格偏高等因素,一直到90年代中期成规模的专业建筑钢结构企业并不多,年销售收入几乎没有超过1.5亿元的,到2000年前后,国内最大的建筑钢结构企业年收入也只在4-5亿元之间。2000年以后,以浙江省的杭萧钢构、浙江精工、东南网架为代表的企业开始急剧的规模扩张,到2006年,国内前5名的钢结构企业年销售额都达到了12～19亿元,而到2013年,这一数字更是达到了40～80亿元。这些企业的膨胀模式几乎如出一辙,基本都是以低成本圈地建厂快速扩大产能抢占市场份额。以杭萧钢构为例,从2000～2009年先后在安徽、山东、河南、河北、江西、广东、内蒙等省新建了七家子公司,萧山东厂的产能也翻了十倍。在此期间,一方面国内市场随着中国经济的高速增长,需求急剧增加,另一方面各个企业也面临着同式化扩张、管理滞后、利润率下降、资金紧张、资产质量不高等的困难。做大之后如何做强以及如何做的更大更强成了这些企业必须面对的课题。各大钢结构企业正在做这方面的探索,并购、自建、产业链上下游的延伸,甚至走多元化道路等多种选择。精工钢构(600496)并购美建钢构、东南网架(002135)仍在圈地建厂、巴特勒与博思格的整合等,与此同时,全国各地新的钢结构企业如雨后春笋般出现。有专家预言,钢结构行业已经到了重新洗牌的时代。杭萧钢构集团的业务以轻钢和多高层为主,从2003年销售突破10亿元到2013年销售也仅有42亿元,离2020年销售收入1000亿元的战略目标相差甚远。而山东杭萧作为杭萧钢构的全资子公司,也面临着同样的问题。本文分析研究的就是山东杭萧钢构公司如何突破“瓶颈”,在市场竞争日益惨烈的情况下,在宏观经济环境不确定性增加的情况下,选择一条有效的营销策略。文章从宏观环境、行业结构特点、企业自身的资源情况、竞争优势和市场地位以及差异化策略等多方面进行了分析,对现阶段钢结构的营销特点进行了详细阐述,并提出了自己的一些新的观点,希望能对钢结构行业的健康发展有所助益。
[Abstract]:The development advantage of domestic enterprises depends to a great extent on the competition of marketing strategy. It is more so for the increasingly complex market situation and the highly competitive steel structure industry. The marketing strategy of the steel structure enterprise is not a simple product marketing problem, but the state policy, the strength of the enterprise itself and the specific market transportation. The mode of operation is inseparable from the Tao.
In the early 80s of last century, the construction steel structure began to be applied in China. It was limited to the low production of crude steel in China and the high price of steel relative to concrete. In the middle of 90s, there was not much professional construction steel structure enterprises in the middle of 90s, and the annual sales revenue was almost 150 million yuan, and the largest construction in China before and after 2000. The annual income of steel construction enterprises is only.2000 years between 4-5 billion yuan, and the enterprises of Hangzhou Shaxiao steel structure in Zhejiang Province, Zhejiang Seiko, and the southeast network frame are expanding rapidly. By 2006, the annual sales of the top 5 steel structure enterprises in the country reached 12~19 billion yuan, and in 2013, this number reached 40~80 billion yuan.
The expansion mode of these enterprises is almost the same, basically is the rapid expansion of production capacity in the low cost area to seize market share. Take Hangzhou Shaw steel as an example, seven new subsidiaries have been built in Anhui, Shandong, Henan, Hebei, Jiangxi, Guangdong, Inner Mongolia and other provinces in 2000~2009 years, and the capacity of Xiaoshan East factory has also been ten times. With the rapid growth of China's economy, the demand for the domestic market is increasing rapidly. On the other hand, the enterprises are facing the problem of the expansion of the same type, the lag of management, the decline of profit rate, the shortage of capital and the poor quality of the assets.
The major steel structure enterprises are doing this research, mergers and acquisitions, self construction, the extension of the industrial chain, and even the diversification of the road. The Seiko steel structure (600496) mergers and acquisitions of the United States construction steel, the southeast network frame (002135) is still in the enclosure construction, Butler and Bo's integration and so on. At the same time, the new steel structure enterprises all over the country are after the rain. Spring bamboo shoots appear. Some experts predict that the steel structure industry has come to the era of re shuffling.
The business of Hangzhou Shaw Steel Group is mainly light steel and high level, and the sales from 1 billion yuan to 2013 in 2003 is only 4 billion 200 million yuan, and the strategic target of sales revenue of 100 billion yuan in 2020 is far away. And Shandong Hangzhou Shaw is also faced with the same problem as a wholly owned subsidiary of Hangzhou Shaw steel structure. This analysis is about Shandong Hangzhou Xiao. How to break through the "bottleneck" of the steel structure company, in the situation of the market competition is increasing, in the case of the increase in the uncertainty of the macro economic environment, we choose an effective marketing strategy.
The article analyzes the macro environment, the characteristics of the industry structure, the resource situation of the enterprise itself, the competitive advantage and market status as well as the differentiation strategy, and expounds the marketing characteristics of the steel structure in detail at the present stage, and puts forward some new ideas of its own, hoping to be helpful to the healthy development of the steel structure industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F274

【参考文献】