云南汇通锰业有限公司营销战略研究

发布时间：2018-03-13 23:47

本文选题：云南汇通锰业　切入点：铁合金营销　出处：《云南大学》2014年硕士论文　论文类型：学位论文

【摘要】：铁合金是钢铁冶炼不可缺少的添加剂,是生产高性能优质钢铁材料不可缺少的功能性基础原材料,号称“钢铁的盐巴”。锰铁合金是铁合金中的一个重要品种,是生产高性能优质钢铁材料不可缺少的功能性基础原材料。我国经济建设的发展对钢产量以及对铁合金、锰铁合金这样一些功能性基础原材料产生了巨大需求。面对巨大的市场需求,我省资源已经不能满足日益壮大的冶炼需要,我省的锰矿石原料缺口约为50-70%。大量的锰矿石原料需要从国外进口,产品也大量远销省外。目前,铁合金产品价格的定价模式主要以国内大型钢铁厂的招标价为主,钢厂对于硅锰合金价格具有绝对的话语权,生产硅锰合金的合金企业没有太多话语权。2014年8月8日,中国证监会批准郑州商品交易所开展硅锰合金的期货上市交易,标志着硅锰合金的定价权有了新的渠道和途径,标志合金产品价格也日益与市场接轨和联动。但是合金企业能否用好期货交易价格发现、套期保值这一工具,是合金企业必须面对和思考的一个重要问题。本文以云南汇通锰业有限公司为研究对象,围绕公司营销战略展开研究。论文首先通过问卷、访谈、实地调研的形式,对汇通锰业公司的资源状况和产品销售市场状况作了细致考察,取得研究的第一手资料；其次,论文在对营销战略管理的相关理论知识进行阐述的基础上,对云南汇通锰业有限公司所面临的内部、外部因素进行了详细的研究和分析,归纳出自身的优势和劣势；再次,通过重点对行业状况、行业竞争状况、竞争对手的对比分析,提出了较为适合自身的营销战略选择和实施方案,论文中特别提出要运用期货市场优化营销渠道的观点和建议具有较强的现实意义。本研究论文是对铁合金营销的梳理和探索,对笔者从事的工作、对公司的发展有着一定的指导应用价值,对其他生产、营销一体化企业具有一定参考价值和借鉴意义。
[Abstract]:Ferroalloy is an indispensable additive for iron and steel smelting, and an indispensable functional basic raw material for the production of high performance and high quality iron and steel materials. It is known as "the salt of iron and steel". It is an indispensable functional basic raw material for the production of high performance and high quality iron and steel materials. Some functional basic raw materials such as ferromanganese alloy have produced huge demand. In the face of huge market demand, the resources of our province can no longer meet the growing needs of smelting. The gap of manganese ore raw materials in our province is about 50-70. A large number of manganese ore raw materials need to be imported from abroad, and the products are sold abroad. At present, the pricing model of ferroalloy products is mainly based on the bidding price of large domestic steel mills. Steel mills have an absolute say over the price of silicon and manganese alloys, and alloy companies that produce silicon manganese alloys do not have much say. In August 8th 2014, the China Securities Regulatory Commission approved the Zhengzhou Commodity Exchange to launch a futures listing of silicon and manganese alloys. It is a sign that the pricing power of silicomanganese alloys has new channels and ways, and that the prices of alloy products are increasingly in line with and linked to the market. But can alloy companies make good use of the tool of futures trading price discovery and hedging? This paper takes Yunnan Huitong Manganese Industry Co., Ltd. as the research object, carries out the research around the company's marketing strategy. Firstly, the paper adopts the form of questionnaire, interview, field investigation. The paper makes a careful investigation on the resource situation and product sales market of Huitong Manganese Co., Ltd., and obtains the first-hand information of the research. Secondly, the paper expounds the relevant theoretical knowledge of marketing strategy management. The internal and external factors faced by Yunnan Huitong Manganese Industry Co., Ltd. are studied and analyzed in detail, and their own advantages and disadvantages are summed up. Thirdly, through the comparative analysis of the industry situation, industry competition status and competitors, the paper makes a comparative analysis of the internal and external factors faced by Yunnan Huitong Manganese Industry Co., Ltd. This paper puts forward the suitable marketing strategy choice and implementation scheme, especially puts forward the viewpoint and suggestion to optimize the marketing channel by using futures market. This research paper is to comb and explore the ferroalloy marketing. It has certain guiding and applied value to the development of the company, and has certain reference value and reference significance to other integrated production and marketing enterprises.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.31

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