JC公司产品策略的案例研究

发布时间：2019-03-30 07:50

【摘要】：钢铁工业“十二五”规划提出以结构调整、转型升级为主攻方向，，扩大高性能钢材品种，同时，还将加强钢铁产业链延伸和上下游协同的发展。在如此的机遇面前，作为钢贸企业如何抓住并利用好历史机遇，是每一钢贸企业都应思考的问题。钢贸企业在中国钢铁行业演变的进程中，必须根据市场竞争环境的变化与自身的经营条件，制定合适的产品策略，从而巩固自身竞争优势。本论文以钢贸企业JC公司为研究对象，研究JC公司调整与实施产品策略原因、方式与取得的营销效果。本研究主要以产品质量策略、产品组合策略、产品品牌策略理论为基础，采用案例分析等多种方法，首先概述了JC公司经营现状及产品状况，从三个方面指出，原来的产品状况已无法满足JC公司高增长的发展目标。在JC公司做强做大的过程中，原来的产品状况在强大的竞争对手面前变得不堪一击，无法满足客户新的需求、国家产业升级的需要，调整产品策略制定势在必然。然后描述JC公司调整与实施产品策略的举措及取得的营销效果。在案例介绍的基础上，对案例进行详细的分析，以相关的产品策略为理论基础对JC公司调整与实施产品策略进行了案例分析。JC公司在销售网络和终端都占优势的情况下，抓住了微利时代，产品转型升级的需要，做到了切实从顾客的需求出发，从产品的五个层次提高产品的质量，扩大产品组合，采用多品牌策略，最大限度地满足顾客的需要，从而创造更多的产品价值、提高了企业的经济效益、提高产品的市场占有率、最大限度地获得品牌转换者的利益。最后，在案例分析的基础上总结本案例带给我们的启示，期望为钢材贸易行业的其它企业在制定产品策略提供参考借鉴。
[Abstract]:In the 12th five-year Plan of the iron and steel industry, structural adjustment, transformation and upgrading are the main targets to expand the variety of high-performance steel products. At the same time, the extension of the iron and steel industry chain and the collaborative development of the upstream and downstream will also be strengthened. In the face of such opportunities, how to seize and make good use of historical opportunities for steel trade enterprises is a question that should be considered by every steel trade enterprise. In the course of the evolution of steel industry in China, steel trade enterprises must formulate appropriate product strategies according to the changes of market competitive environment and their own operating conditions, so as to consolidate their competitive advantages. In this paper, the steel trading enterprise JC as the research object, the adjustment and implementation of JC company product strategy reasons, ways and achieved marketing results. Based on the theory of product quality strategy, product mix strategy and product brand strategy, this research adopts many methods such as case analysis and so on. Firstly, this paper summarizes the current situation of JC Company's operation and product status, and points out from three aspects. The original product condition has been unable to meet JC's high growth goals. In the process of strengthening and enlarging JC Company, the original product condition becomes vulnerable in front of the strong competitors, unable to meet the new needs of customers, the needs of national industrial upgrading, adjustment of product strategy is inevitable. Then describes the JC Company's adjustment and implementation of product strategy measures and achieved marketing results. Based on the introduction of the case, this paper makes a detailed analysis of the case, and analyzes the adjustment and implementation of the product strategy of JC Company on the basis of the relevant product strategy theory. JC Company has the advantage of both the sales network and the terminal in the case of the company's adjustment and implementation of the product strategy. We have grasped the needs of the micro-profit era and the transformation and upgrading of the products, achieved the goal of starting from the needs of the customers, improving the quality of the products from the five levels of the products, expanding the product mix, adopting multi-brand strategies, and meeting the needs of the customers to the maximum extent. So as to create more value of products, improve the economic benefits of enterprises, improve the market share of products, maximize the interests of brand changers. Finally, on the basis of case analysis, this paper summarizes the enlightenment of this case, and hopes to provide reference for other enterprises in the steel trade industry in formulating product strategies.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.31

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