安赛乐米塔尔集团在中国发展战略研究

发布时间：2018-04-11 14:48

本文选题：钢铁行业现状 + SWOT分析　；参考：《天津大学》2015年硕士论文

【摘要】：随着中国经济增速减缓、钢铁产能严重过剩,安赛乐米塔尔集团与其它国内、外钢铁企业在中国市场的竞争日益激烈,而根据中国钢铁市场的现状,制定适合的发展战略对安赛乐米塔尔未来在中国的生存、发展至关重要。本文首先对安赛乐米塔尔公司的规模、产品、市场及发展历史进行了简要介绍,其次从产能分布、供求关系、世界主要钢铁生产国情况及行业利润对世界钢铁情况进行了介绍,接着又分析了中国钢铁的生产状况、供求关系、进出口情况、行业利润等方面;然后对未来钢铁消费有潜在增长的基础建设、汽车、油气行业的未来钢铁消费情况进行分析并对钢铁行业提出意见。再后采用SWOT方法对安赛乐米塔尔公司在全球的优势、劣势、机遇和威胁进行了研究,并对安赛乐米塔尔在中国所处的政治环境、经济环境、社会环境及技术环境用PEST方法进行了研究。最后,提出了安赛乐米塔尔集团在中国的发展战略,其中包括上下游的价值链延伸战略,用波士顿矩阵对安赛乐米塔尔主要在华销售产品进行了分析,并提出不同的产品销售策略,市场扩张战略,基于4R的市场营销策略,技术发展策略,提高企业认知度及人力资源和绿色环保策略。
[Abstract]:As China's economic growth slows and steel production capacity is seriously overcapacity, ArcelorMittal Group and other domestic and foreign steel enterprises are increasingly competitive in the Chinese market, and according to the current situation of the Chinese steel market,It is important for ArcelorMittal's future survival and development in China to formulate a suitable development strategy.In this paper, the scale, product, market and development history of ArcelorMittal Company are briefly introduced, and then the world steel situation is introduced from capacity distribution, supply and demand relationship, the situation of major steel producing countries in the world and industry profits.Then it analyzes the production situation, supply and demand relationship, import and export situation, industry profit and other aspects of China's iron and steel industry. Then it has a potential growth in the future steel consumption infrastructure, automobile, etc.The future steel consumption of oil and gas industry is analyzed and the opinion of iron and steel industry is put forward.Then using the SWOT method to study the global strengths, weaknesses, opportunities and threats of ArcelorMittal, and the political and economic environment of ArcelorMittal in China.The social environment and technical environment were studied by PEST method.Finally, the paper puts forward the development strategy of ArcelorMittal Group in China, including the upstream and downstream value chain extension strategy, and analyzes ArcelorMittal's main products in China with Boston matrix.Different product sales strategies, market expansion strategies, marketing strategies based on 4R and technology development strategies are put forward to improve enterprise awareness, human resources and green environmental protection strategies.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.31;F272

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