华菱衡钢服务营销策略研究

发布时间：2019-01-17 12:22

【摘要】：最近几年钢铁市场竞争日趋激烈，主要表现在以下几个方面：世界性钢铁产能过剩；产品同质化现象越来越严重；大型钢铁企业过去的规模经济优势利润空间已经消失等等。在无法改变市场的情况下，钢铁企业必须通过自身的改变来获取差异竞争优势。华菱衡钢企图通过向综合型服务商转变来获取新的竞争优势。为了能使华菱衡钢能够成功转型，有必要对其服务营销进行研究。通过对华菱衡钢服务营销的研究，发现并解决公司当前营销出现的问题，对公司实施服务营销的组合策略进行重新设计，有利于提高华菱衡钢的经营绩效，进一步提升企业竞争力。同时，，也可以为我国同类钢铁企业的营销策略提供借鉴与指导。文章首先概述了华菱衡钢实施服务营销的背景以及意义，阐述了国内外关于服务营销的研究现状以及服务营销的相关理论。通过对华菱衡钢服务营销的现状调查，分析华菱衡钢现有服务营销体系存在的问题。然后，运用PEST法、五力模型分析方法和SWOT分析方法等对华菱衡钢实施服务营销的宏观环境、行业环境和内部环境进行综合分析。在此基础上结合华菱衡钢实际情况，提出了华菱衡钢服务营销实施的组合策略。主要包括四个维度的内容：第一，华菱衡钢实施服务营销的“4Ps”组合策略设计；第二，华菱衡钢实施服务营销的人员策略设计；第三，华菱衡钢实施服务营销的有形展示设计；第四，华菱衡钢实施服务营销的过程设计；最后，提出一系列保障措施保证华菱衡钢服务营销策略的顺利实施。
[Abstract]:In recent years, the iron and steel market competition is becoming more and more fierce, mainly in the following aspects: worldwide steel overcapacity, product homogenization more and more serious, large iron and steel enterprises have lost the profit space of the advantage of scale economy in the past, and so on. Under the condition that the market cannot be changed, the iron and steel enterprises must gain the differential competitive advantage through their own changes. Valin Heng Steel is trying to gain a new competitive advantage by turning to a comprehensive service provider. In order to make Hualing Heng Steel successful transformation, it is necessary to study its service marketing. Through the research on the service marketing of Hualing Heng Steel, the problems existing in the current marketing of the company are found and solved, and the combination strategy of implementing the service marketing of the company is redesigned, which is helpful to improve the management performance of Hualing Heng Steel. Further enhance the competitiveness of enterprises. At the same time, it can also provide reference and guidance for the similar iron and steel enterprises in our country. Firstly, this paper summarizes the background and significance of service marketing in Hualing Heng Iron and Steel Co., Ltd., and expounds the research status and related theories of service marketing at home and abroad. By investigating the current situation of service marketing in Hualing Heng Steel, the existing problems in service marketing system of Hualing Heng Steel are analyzed. Then, using PEST method, five-force model analysis method and SWOT analysis method, the macro environment, industry environment and internal environment of implementing service marketing of Hualing Heng Steel are comprehensively analyzed. On this basis, combined with the actual situation of Hualing Heng Steel, the combination strategy of service marketing implementation of Hualing Heng Steel is put forward. It mainly includes four dimensions: first, the "4Ps" combination strategy design of Hualing Heng Steel implementing service marketing, second, the personnel strategy design of Hualing Heng Steel implementing service marketing; Third, Hualing Heng Steel implementation of service marketing tangible display design; fourth, Hualing Heng Steel implementation of service marketing process design; finally, put forward a series of safeguard measures to ensure the smooth implementation of Hualing Heng Steel service marketing strategy.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.31

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