国丰钢铁有限公司网格化营销战略研究
发布时间：2018-09-05 11:16
【摘要】：中国是钢铁生产大国，我国的钢产量早在1996年就超过了一亿吨，成为世界第一钢铁生产大国。从历史数据来看，近十年里（2002-2011年）我国的钢产量连续位居世界第一的行列。我国同时也是一个钢铁消费大国，目前我国的钢铁消费量大约占世界的32%。面对如此巨大的消费市场，钢铁的营销问题已经成为一个钢铁企业乃至钢铁行业所亟待解决的问题。 传统的市场营销策略4P组合策略（即产品、价格、渠道和促销）是麦卡锡教授于1960年提出的。然而二十一世纪的市场营销环境是市场极度细化，消费群体进一步分化，数量逐渐变小，趋向更细致的营销环境。许多企业想仅仅在产品、价格、渠道和促销等营销要素上做直线式的运动已经不再能适应二十一世纪的市场需求。因此我们需要建立一种新型的营销模式——网格化营销模式。 网格化营销是近几年出现的一种非中心、非平面的新型营销策略。它是指企业的营销模式以及营销资源以一种网格化状态存在，这种网络化不会因为损失几个网格而影响企业的整体性生存，这就大大降低了企业的营销风险。网格化营销主要是利用各种有效的营销工具和方式，将企业有限的营销资源重新分配并组合，从而获得最大的收益。 此篇文章是基于市场营销管理理论的基础之上，结合国丰钢铁有限公司的实际情况，通过运用SWOT分析法、PEST分析法等方法，对国丰钢铁有限公司的内外部环境以及行业竞争环境进行了分析，并深入剖析国丰公司所面临的机会与威胁、优势与劣势。最后将理论与实际相结合，，制定出国丰钢铁有限公司的网格化市场营销策略，并对网格化营销策略的可行性进行了评估。
[Abstract]:China is a big country in iron and steel production. China's steel output exceeded 100 million tons in 1996, making China the world's largest steel producer. According to historical data, China's steel production has been ranked first in the world in the past ten years (2002-2011). At the same time, China is also a large country of steel consumption, which accounts for about 32% of the world's steel consumption. In the face of such a huge consumer market, the problem of steel marketing has become an urgent problem for steel enterprises and even the steel industry. The traditional marketing strategy 4 P combination strategy (that is, product, price, channel and promotion) was put forward by Professor McCarthy in 1960. However, the marketing environment in the 21 century is extremely refined, the consumer group is further divided, the quantity is gradually smaller, and the marketing environment tends to be more detailed. Many companies want to do only in the product, price, channel and promotion and other marketing elements of the straight-line movement is no longer able to adapt to the 21 century market demand. Therefore, we need to establish a new marketing model-grid marketing model. Grid marketing is a new non-central and non-planar marketing strategy in recent years. It means that the marketing mode and marketing resources of enterprises exist in a gridded state. This kind of network will not affect the overall survival of enterprises because of the loss of several grids, which greatly reduces the marketing risks of enterprises. Grid marketing mainly uses all kinds of effective marketing tools and methods to redistribute and combine the limited marketing resources to obtain the maximum profit. This article is based on the marketing management theory, combined with the actual situation of Guofeng Iron and Steel Co., Ltd., through the use of SWOT analysis method and pest analysis method. This paper analyzes the internal and external environment of Guofeng Iron and Steel Co., Ltd and the competition environment of the industry, and deeply analyzes the opportunities and threats, strengths and weaknesses of Guofeng Iron & Steel Co., Ltd. Finally, combining theory with practice, the author formulates the grid marketing strategy of Guofeng Iron and Steel Co., Ltd., and evaluates the feasibility of grid marketing strategy.
【学位授予单位】：河北联合大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F274
本文编号：2224109
[Abstract]:China is a big country in iron and steel production. China's steel output exceeded 100 million tons in 1996, making China the world's largest steel producer. According to historical data, China's steel production has been ranked first in the world in the past ten years (2002-2011). At the same time, China is also a large country of steel consumption, which accounts for about 32% of the world's steel consumption. In the face of such a huge consumer market, the problem of steel marketing has become an urgent problem for steel enterprises and even the steel industry. The traditional marketing strategy 4 P combination strategy (that is, product, price, channel and promotion) was put forward by Professor McCarthy in 1960. However, the marketing environment in the 21 century is extremely refined, the consumer group is further divided, the quantity is gradually smaller, and the marketing environment tends to be more detailed. Many companies want to do only in the product, price, channel and promotion and other marketing elements of the straight-line movement is no longer able to adapt to the 21 century market demand. Therefore, we need to establish a new marketing model-grid marketing model. Grid marketing is a new non-central and non-planar marketing strategy in recent years. It means that the marketing mode and marketing resources of enterprises exist in a gridded state. This kind of network will not affect the overall survival of enterprises because of the loss of several grids, which greatly reduces the marketing risks of enterprises. Grid marketing mainly uses all kinds of effective marketing tools and methods to redistribute and combine the limited marketing resources to obtain the maximum profit. This article is based on the marketing management theory, combined with the actual situation of Guofeng Iron and Steel Co., Ltd., through the use of SWOT analysis method and pest analysis method. This paper analyzes the internal and external environment of Guofeng Iron and Steel Co., Ltd and the competition environment of the industry, and deeply analyzes the opportunities and threats, strengths and weaknesses of Guofeng Iron & Steel Co., Ltd. Finally, combining theory with practice, the author formulates the grid marketing strategy of Guofeng Iron and Steel Co., Ltd., and evaluates the feasibility of grid marketing strategy.
【学位授予单位】：河北联合大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31;F274
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本文编号：2224109
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