GA公司铁合金产品印度市场营销策略研究

发布时间：2018-03-18 04:34

本文选题：铁合金　切入点：印度市场　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国是钢铁生产大国,也是铁合金大国。中国铁合金的产量大约占世界总产量百分之四十。铁合金是炼钢必备的辅料之一,其用量占钢产量的百分之四左右,中国基础建设发展离不开铁合金。中国的铁合金生产从新中国成立开始大力发展,从改革开放初期逐渐进入国际市场,大致可以归为二个阶段。第一阶段为粗犷式扩量阶段,此阶段从1945年约至2007年,该阶段持续周期较长,铁合金项目在此期间,国内总产量,一直保持高速的增长。而出口总量上,除了1995年至2002年期间略有起伏,在该阶段的其余年份中也同样是大比例增长状态。第二阶段为调整发展阶段,从2008年至今,铁合金行业一直在调整,国家开始重视起铁合金粗犷式的发展所带来的环境问题,以及单单靠数量的发展,并不能真正使得中国的铁合金产品在国际上具有优势。相反,大量无目的的扩张造成的品质良莠不齐、供大于求,反而使得中国铁铁合金企业在国际市场上处处掣肘。本文所研究的GA公司作为一个从事铁合金出口的企业随着在中国从一个铁合金大国到铁合金强国转型阶段,也需要明确如何在这个转型过程中寻找到自己的产品定位、目标市场、以及营销策略制定。首先,本文对国内主要铁合金产品发展的宏观环境进行分析,分别从政治、经济、社会和技术环境分别进行了阐述。接着对目标市场国印度的营销环境也进行了分析。然后围绕GA公司发展的现状,主要包括现有客户、产品销售情况,研究其所利弊,以及当下的营销的瓶颈。并且对产品销量和客户需求进行调查并做出相应的分析。接着,使用波特五力模型对GA公司在印度铁合金市场的竞争力进行分析,围绕供应商议价能力、购买者商议价能力、潜在竞争者、替代品威胁和行业内竞争者五个方面。使用STP理论,对印度市场进行细分、选择及市场定位分析后。笔者发现虽然铁合金在整体的量上是处于下滑调整阶段,然而在印度这样一个基础建议高速发展的国家,对于锰矿、铬铁、金属镁等铁合金的需求仍然巨大,并有发展空间。在对GA公司发展现状和对其市场竞争能力进行分析后,笔者认为尽管GA公司的资源优势较小,并没有深厚的背景或者特殊的市场资源,然而在铁合金出口这个领域,仍然可以选择一些大公司没有注意到的小类产品进行重点开拓,再小的铁合金项目在钢铁需求这个行业仍然有极大的发展空间。最后,通过4PS分析GA公司的铁合金产品营销策略的合理性、可行性。并且结合公司人员状况以及发展的方向,提供其营销策略应实施的相应保障措施,其中包括对GA公司人员管理水平提高和提升公司形象,以及应注意的风险管理。简而言之,本文所研究的目的即是通过对整体铁合金宏观环境的分析,并且对目前铁合金发展潜力最大的印度市场的调研,分析出GA公司在印度市场上具有发展潜力的铁合金产品。通过对该产品在印度市场进行分析与定位,以及其营销组合策略的确定,最终实现企业的发展目标和长期规划。
[Abstract]:Chinese is the producer of steel, and iron alloy power. China ferroalloy production accounts for about forty percent of world production. Iron alloy is one of the essential materials of steel, the amount accounted for about four percent of steel production, development of infrastructure China cannot do without ferroalloy ferroalloy production. China from the new Chinese establishment began to develop. From the beginning of reform and opening up gradually enter the international market, it can be classified into two stages. The first stage is to expand the amount of rough stage, this stage from 1945 to 2007 about this stage, continuous cycle longer, ferroalloy projects in this period, the domestic total output, has maintained rapid growth. While total exports, except during the from 1995 to 2002 a slight ups and downs, in the rest of the year the stage is also a large proportion of growth in the state. The second stage is the adjustment stage of development, since 2008, ferroalloy industry has been The adjustment, the government started to pay attention to the environmental problems caused by the development of iron alloy, the rough, and only by the number of development, and can not really make iron alloy products Chinese has advantage in the world. On the contrary, a large number of aimless expansion caused by quality uneven in quality, oversupply, but makes Chinese iron ferroalloy enterprises constraints everywhere in the international market. This article studies GA company as an engaged in ferroalloy export enterprises with Chinese from one country to ferroalloy ferroalloy power transition stage, also need to be clear how to find their own product positioning, in the process of transition, the target market, and formulate marketing strategy. First, to this paper analysis the macro environment of the main domestic ferroalloy products development, respectively from the political, economic, social and technical environment are described. Then the target market in India The marketing environment is analyzed. Then the situation around the development of GA company, including existing customers, sales of products, its advantages and disadvantages, and the bottleneck of the current marketing. And on product sales and customer demand investigation and make corresponding analysis. Then, the competitiveness of GA company in India ferroalloy market was analyzed with the Potter five forces model on the bargaining power of suppliers, the buyer's bargaining power, potential competitors, the threat of substitutes and competitors from five aspects. The STP theory is used to subdivide the market in India, analysis and market positioning. The author found that although iron alloy in the overall amount is in decline adjustment phase. However, in India such a basic proposal for the high-speed development of the country, manganese ore, chromite, magnesium alloy iron demand is still huge, and the development of space in the GA company. The development status and analysis of its market competition ability, the author thinks that although GA's resources is small, and no background or special market resources, but in the field of ferroalloy export, still can make small products to choose some big companies do not pay attention to the focus of development, and then a small iron alloy project there is still great room for development in steel demand in the industry. Finally, through the 4PS analysis of rationality, strategy of ferroalloy products marketing of GA company. And the feasibility of combining company personnel status and development direction, provide the corresponding safeguard measures of the marketing strategy should be implemented, including the personnel management level of GA company to improve and enhance the company's image well, should pay attention to the risk management. In short, the purpose of this study is through the analysis of macro environment of the whole iron alloy, and the current Research the development potential of the largest ferroalloy market in India, analysis of ferroalloy products GA company has the development potential in the India market. Through the product analysis and location in the India market, and determine its marketing strategy, and ultimately realize the goal of development and long-term planning of the enterprise.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.31

【参考文献】