基于精准营销理论的包头钢铁（集团）公司无缝钢管产品国际市场营销策略研究

发布时间：2019-06-09 13:37

【摘要】：钢铁产业是现代工业发展的“粮食”，是基础支柱性产业。随着我国经济水平的快速发展和腾飞，宏观经济的不确定性给钢铁工业的发展也带来了不确定因素，有市场危机但同时也是契机。如何才能让包头钢铁（集团）公司（以下简称包钢集团）的无缝钢管产品摆脱现在的困境，运用怎样的营销策略，可以在未来不久的时间内进入到国际市场，是论文研究的重点。同时在分析和研究的过程中，总结出当前钢铁市场的综合发展趋势以及制约其发展的影响因素，结合国内外钢铁行业的发展趋势，理论与实际相结合进行综合分析，为使包钢集团在未来钢铁市场中获得更具有前瞻性的发展做准备，，相信不仅能够使包钢集团走出当前的销售困境，还能在不久的将来获得长足的发展。本文将分为三个部分对论文展开分析和研究。首先对当前全球钢铁市场的整体生产、供需情况做全面性的回顾和分析，并对以往钢铁市场的发展情况结合现存的实际情况进行合理评估和预测，根据预测分析出目前钢铁市场所面临的主要问题及原因，同时结合包钢集团所面临的主要问题及困境，再进行综合性的对比得出存在困难的主要原因。其次综合分析当前钢铁市场的国际营销环境，以及包钢集团内部的营销环境，这都将是本文课题所研究的主要内容。不仅针对钢铁市场的整体供需状况和营销环境进行全面分析，又对包钢集团如何排除现在的营销困境，未来进入到国际化竞争市场尤为重要。最后，基于精准营销理论，为包钢集团无缝钢管产品国际市场营销战略的选择以及为包钢集团无缝钢管产品制定出一份适合其自身产品、市场的营销策略，将是论文研究的重点。希望论文的研究能够为包钢集团无缝钢管产品的国际市场营销起到一定的理论参考作用。
[Abstract]:Iron and steel industry is the grain of modern industrial development, is the basic pillar industry. With the rapid development and take-off of China's economic level, macroeconomic uncertainty has also brought uncertainty to the development of iron and steel industry, there is a market crisis but also an opportunity. How can we get rid of the current predicament of seamless steel pipe products of Baotou Iron and Steel (Group) Company (hereinafter referred to as Baotou Iron and Steel Group), and what kind of marketing strategy can be used to enter the international market in the near future? It is the focus of this paper. At the same time, in the process of analysis and research, this paper summarizes the comprehensive development trend of the current iron and steel market and the influencing factors that restrict its development, combined with the development trend of the iron and steel industry at home and abroad, the combination of theory and practice to carry on the comprehensive analysis. In order to make Baotou Iron and Steel Group get more forward-looking development in the future steel market, it is believed that Baotou Iron and Steel Group can not only get out of the current sales predicament, but also make great progress in the near future. This paper will be divided into three parts to carry out analysis and research on the paper. First of all, this paper makes a comprehensive review and analysis of the overall production, supply and demand of the current global steel market, and makes a reasonable assessment and prediction of the development of the steel market in the past combined with the existing actual situation. According to the forecast, this paper analyzes the main problems and causes faced by the steel market at present, and combined with the main problems and difficulties faced by Baotou Iron and Steel Group, and then makes a comprehensive comparison to obtain the main reasons for the difficulties. Secondly, a comprehensive analysis of the current international marketing environment of the iron and steel market, as well as the internal marketing environment of Baotou Iron and Steel Group, which will be the main content of this paper. It is not only a comprehensive analysis of the overall supply and demand situation and marketing environment of the iron and steel market, but also how to get rid of the current marketing dilemma of Baotou Iron and Steel Group, and it is particularly important to enter the international competitive market in the future. Finally, based on the precise marketing theory, this paper formulates a marketing strategy suitable for its own products and marketing strategies for the international marketing strategy of seamless steel pipe products of Baotou Iron and Steel Group and for the seamless steel pipe products of Baotou Iron and Steel Group. Will be the focus of the paper. It is hoped that the research of this paper can play a theoretical reference role in the international marketing of seamless steel pipe products in Baotou Iron and Steel Group.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.31

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