XH钢贸公司营销体系优化研究

发布时间：2018-04-17 12:41

本文选题：钢铁 + 营销环境分析　；参考：《四川师范大学》2015年硕士论文

【摘要】：钢铁行业一直以来是国家的重大支柱产业,数以万计的钢铁贸易商在该产业中发挥着重要作用。但在经历了相当长的高速增长阶段以后,钢铁生产行业产能过剩、盈利水平下滑等问题逐渐显露,从而也使钢铁贸易企业陷入了销售受阻、融资困难、赢利水平降低等困境。为了摆脱钢铁贸易企业所处的不利处境,不少企业都在钢铁贸易市场供大于求的买方市场背景下,千方百计寻找企业新的利润增长点。本文以从事钢铁贸易的XH公司为研究对象,对该公司经营状况和内外部环境进行了较为全面的分析。文章认为,撇开钢铁行业产能过剩的宏观因素。造成XH钢贸公司销售及盈利持续下滑的主要原因是三个,一是钢贸行业受钢材价格持续下跌的影响较为严重,存货资产过多造成严重亏损;二是XH钢贸公司自身目标市场选择单一,三是XH公司营销组合策略不能适应当前激烈的市场竞争。因此,要扭转XH公司的处境,必须通过重新选择目标市场和改进营销组合策略来降低经营风险,提高销售和盈利能力。要实现这一目标,XH公司必须把优化营销体系作为总体策略,从目标市场重新选择、调整供货结构、改进营销渠道、实行差异化价格策略等方面入手来构建企业新的营销体系。只有这样XH公司才能在日趋激烈市场竞争中下走出困境,实现企业的可持续发展。
[Abstract]:Steel industry has always been a major pillar industry, tens of thousands of steel traders play an important role in the industry.However, after a long period of rapid growth, the problems of overcapacity and decline of profit level in iron and steel industry have been gradually revealed, which makes the iron and steel trade enterprises fall into difficulties such as blocked sales, difficult financing and low profit level.In order to get rid of the disadvantage of the iron and steel trade enterprises, many enterprises try their best to find the new profit growth point under the background that the supply exceeds the demand in the iron and steel trade market.This paper takes XH Company, which is engaged in steel trade, as the research object, and makes a comprehensive analysis of the company's operating situation and internal and external environment.The article thinks, the macroscopical factor that sets aside iron and steel industry overcapacity.XH steel trading company sales and profit continued to decline due to three main reasons, first, the steel trade by steel prices continue to fall more seriously, excessive inventory assets caused by serious losses;Second, XH Steel Trading Company's own target market choice is single, third, XH company's marketing combination strategy can not adapt to the current fierce market competition.Therefore, in order to reverse the situation of XH Company, it is necessary to reduce the operating risk and improve the sales and profitability by re-selecting the target market and improving the marketing mix strategy.In order to achieve this goal, XH Company must take the optimization of marketing system as the overall strategy, from the target market re-selection, adjust the supply structure, improve marketing channels, implement differentiated price strategy to build a new marketing system.Only in this way can XH Company get out of the predicament and realize the sustainable development in the increasingly fierce market competition.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.31;F721

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