2008年金融危机以来,钢材价格的跌荡起伏,钢材行业卖方市场的时代已经远去,

随之而来的是激烈竞争和风云变幻的钢材市场。2009年下半年以来,钢材期货市场的

崛起更加剧了市场的震荡。面对无法逃避的现实,代理商们不得不深入思考在新形式

下如何转变自己的经营思路和发展模式,拓展出新的营销模式来迎接激烈的市场竞争。

本文通过研究分析现有钢材市场,找到了适合宝旺实业有限公司的发展道路,有助于

实现公司利润的稳步增长和可持续发展,并且为其他钢铁贸易商以及大宗商品贸易商

提供借鉴,从而有效应对市场冲击。

本文首先对市场营销4Ps-4Cs-4Rs、市场细分和SWOT分析等理论进行了详细的

介绍和分析。接着,通过深入调查目前钢材流通行业的现状并结合经营经验,针对上

海宝旺公司市场拓展不足的问题,应用内外部环境分析法和SWOT分析理论,分析了

该公司的现状,研究了该公司现有营销策略中存在的问题,找到改进的方向制定了新

的营销模式,并从各个方面分析论证了新营销模式的可行性和优越性。然后,通过对

宝旺公司的市场进行细分,并给出具体细分步骤,确立了该公司的目标市场和地位方

案。最后,对宝旺公司的品牌策略、结构优化策略和套期保值策略加以研究,实现了

其目标拓展策略的选择。

本文提出的新的营销模式不仅能为上海宝旺实业有限公司的发展指明方向,同时

也为其他正处于困境中的钢材贸易商提供了借鉴,可以有效帮助钢材流通行业度过难

关。钢材贸易商作为一个典型产业链的流通环节,它的发展模式也可以应用到其他类

似的大宗商品领域,例如铜,大豆等。因此,本文提出的新的发展模式也可以帮助大

宗商品的贸易商在流通环节中更好的面对市场冲击。

关键词:拓展策略;钢材市场;套期保值;市场营销

-II-

东北大学硕士学位论文
Abstract

The development strategy research of Shanghai industrial Co.,

LTD in steel market

Abstract

Since the financial crisis in 2008,with the shocking price of the steel,the seller's

market times have gone by, followed by intense steel market competition and changeable

market quotations. Especially since the second half of 2009, the establishment of steels'

future market has increased the fluctuation. Facing the reality, agents have to take how to

change their development patterns into account and develop a new marketing mode to meet

intense market competition. The paper analyze the existing steel market, find the suitable

develop road for Baowang industrial Co” LTD“ It is helpful for the growth of the

company's profits steady and sustainable development, and provide references for other

steel traders and commodity traders, thus they can cope with the market impact effectively.

This paper firstly makes a detailed introduction and analysis of marketing 4 Ps _ 4Cs -

4Rs,market subdivision and SWOT analysis theory. Then, through in-depth investigation of

the currently steel circulation field status and combined with business experience, aiming at

Shanghai Baowang's problem of flourishing company market expansion, applying SWOT

analysis theory, it analyses the present situation of the company and the company's existing

problems in marketing strategy, finds the new improving ways and form a new marketing

mode. Then it analyses the new marketing mode's feasibility and superiority from all

aspects. Secondly, Shanghai Baowang is fractionized by the market, locks up the target

market and chooses the scheme. Last, brand strategy, structure optimization strategy and

futures hedging strategy are studied and it manages to make the choice of the development

strategy.

The new marketing mode this paper advised is not only for the Shanghai Baowang

industry Co.,LTD.,but also for other companies in the same trouble. It provides the

references for steel trade circulation industry to overcome the difficulties smoothly. While

steel trading is a typical circulation in industrial chain, its new development mode can also

be applied to other similar commodities, such as copper,soybeans,etc.

Key words: development strategy; steel market; futures hedging; marketing