TPCO美国市场营销组合策略设计与实施保障研究
发布时间：2018-12-11 05:39
【摘要】：2009年,美国无缝钢管行业对中国钢管实施“反倾销”和“反补贴”税以来,高额的税率将中国钢管产品拒之门外。美国市场一直是天津钢管集团公司(Tianjin PIPE(GROUP) CORPORATION,简称TPCO)份额最大、利润最好的市场,也是除中国外需求最大的市场,但对产品技术要求高。TPCO虽然已具备了向世界一流无缝钢管生产企业发展的基础和实力,但由于生产基地均集中在国内,远离国际市场和客户,与同行业世界一流公司相比,在国际市场开拓、国际市场占有率、国际市场控制力等方面存在不小差距。要想规避高额税率,享受美国无缝钢管市场的利润,必须制定新的发展战略,通过在美国建设全流程的无缝钢管厂,实施本地化经营。因此,必须有一套行之有效的营销策略来确保TPCO顺利打入美国市场。 本文以4P营销理论为基础,通过对美国无缝钢管产业外部环境以及竞争对手分析,找到适合TPCO美国公司的营销组合策略。通过大量搜集、整理、分析相关数据和资料,对美国宏观经营环境、行业发展现状及前景、行业竞争对手情况、潜在竞争对手以及替代产品进行分析；对TPCO美国工厂进行STP分析,确定TPCO在发展中所处的地位,进而提出应采取的发展战略；运用营销理论,对美国钢管市场客户购买行为进行研究,根据研究结果制定适合TPCO发展的营销策略,以便TPCO能在竞争激烈的美国无缝钢管行业中立足站稳,发展壮大。为保障营销组合策略顺利实施,本文从组织机构机构的建设、市场分析研究、深化客户管理和完善服务体系方面提出建议。
[Abstract]:Since the U.S. seamless steel pipe industry imposed anti-dumping and countervailing duties on Chinese steel pipes in 2009, high tax rates have shut out Chinese steel pipe products. The US market has always been the market with the largest share and the best profit of Tianjin Steel Pipe Group Co., Ltd. (TPCO). It is also the market with the largest demand outside China. Although TPCO already has the foundation and strength to develop to the world class seamless steel pipe production enterprise, but because the production base is concentrated in the domestic, far away from the international market and the customer, compared with the world first-class company of the same industry, TPCO has the foundation and strength to develop to the world class seamless steel pipe production enterprise. In the international market development, international market share, international market control and other aspects of the gap. In order to avoid the high tax rate and enjoy the profits of the seamless steel pipe market in the United States, we must formulate a new development strategy, through the construction of a seamless steel pipe plant in the United States, the implementation of localization. Therefore, must have a set of effective marketing strategy to ensure that TPCO smoothly into the United States market. Based on the 4P marketing theory, this paper analyzes the external environment and competitors of seamless steel pipe industry in the United States, and finds out the marketing combination strategy suitable for TPCO USA. Through a large number of collection, collation, analysis of relevant data and materials, the macro business environment, industry development status and prospects, industry competitors, potential competitors and alternative products are analyzed. The STP analysis of TPCO American factories is carried out to determine the position of TPCO in the development, and then the development strategy should be adopted. By using the marketing theory, this paper studies the purchase behavior of American steel pipe market, and formulates the marketing strategy suitable for the development of TPCO according to the results of the research, so that TPCO can stand firm and develop in the highly competitive seamless steel pipe industry in the United States. In order to ensure the smooth implementation of marketing mix strategy, this paper puts forward some suggestions from the aspects of organization construction, market analysis and research, deepening customer management and perfecting service system.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.31
本文编号：2371983
[Abstract]:Since the U.S. seamless steel pipe industry imposed anti-dumping and countervailing duties on Chinese steel pipes in 2009, high tax rates have shut out Chinese steel pipe products. The US market has always been the market with the largest share and the best profit of Tianjin Steel Pipe Group Co., Ltd. (TPCO). It is also the market with the largest demand outside China. Although TPCO already has the foundation and strength to develop to the world class seamless steel pipe production enterprise, but because the production base is concentrated in the domestic, far away from the international market and the customer, compared with the world first-class company of the same industry, TPCO has the foundation and strength to develop to the world class seamless steel pipe production enterprise. In the international market development, international market share, international market control and other aspects of the gap. In order to avoid the high tax rate and enjoy the profits of the seamless steel pipe market in the United States, we must formulate a new development strategy, through the construction of a seamless steel pipe plant in the United States, the implementation of localization. Therefore, must have a set of effective marketing strategy to ensure that TPCO smoothly into the United States market. Based on the 4P marketing theory, this paper analyzes the external environment and competitors of seamless steel pipe industry in the United States, and finds out the marketing combination strategy suitable for TPCO USA. Through a large number of collection, collation, analysis of relevant data and materials, the macro business environment, industry development status and prospects, industry competitors, potential competitors and alternative products are analyzed. The STP analysis of TPCO American factories is carried out to determine the position of TPCO in the development, and then the development strategy should be adopted. By using the marketing theory, this paper studies the purchase behavior of American steel pipe market, and formulates the marketing strategy suitable for the development of TPCO according to the results of the research, so that TPCO can stand firm and develop in the highly competitive seamless steel pipe industry in the United States. In order to ensure the smooth implementation of marketing mix strategy, this paper puts forward some suggestions from the aspects of organization construction, market analysis and research, deepening customer management and perfecting service system.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.31
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相关期刊论文 前6条
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，本文编号：2371983
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