首页 > 资料专栏 > 论文 > 营销论文 > 市场管理论文 > z集团公司钢材产品市场营销策略优化研究_MBA毕业论文DOC

z集团公司钢材产品市场营销策略优化研究_MBA毕业论文DOC

四海不锈***
V 实名认证
内容提供者
资料大小:2196KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2019/1/10(发布于甘肃)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
摘要
钢材行业是我国建设发展的核心重工业,钢材行业的发展关系着国民经济命
脉,我国自建国以来,就一直十分重视钢材产业的建设。自上个世纪九十年代以
来,为了改善我国钢材行业的经营模式,增强金属行业的核心竞争力,开始进行
技术改革与经营模式的转换。随着至二十一世纪初期,我国钢铁行业发展逐渐趋
于稳定,市场趋于饱和,导致钢材市场出现了产品过剩、竞争激烈等诸多问题

在这样的行业困境下,对钢材行业实施市场化管理、战略化管理的市场营销模式,
开始受到众多钢材企业的青睐。作为国内众多钢材企业之一的 z 集团公司上,也
正在面临着这样的产品发展瓶颈现状,根据市场变化制定针对性的市场营销策略
是 z 集团公司当前面临的最紧迫的问题

针对当下 Z 集团公司在钢材产品市场营销管理方面的不足,实现在信息发
展时代的新市场营销策略,进行新时代钢材产品的市场营销布局,开扩市场,达
到扩大销售业绩,本文在相关市场营销理论的支持下,对 Z 集团公司目前的营
销背景进行了分析,收集整理了国内外相关的营销文献作为文章的理论研究素
材,结合钢材产品的特点和 Z 集团公司在市场营销方面的不足与局限,应用 4P
营销理论,结合具体优化模型,对 Z 集团公司钢材产品营销现状做了详细分析,
指出了 Z 集团公司在营销方面的问题,即缺乏对市场营销的战略调控,在销售
的过程中出现了销售手段同质化、销售服务缺乏技术性、没有结合钢材产品特点
定价、销售渠道过于传统、营销激励不合理等基本情况,阐述了 Z 集团公司目
前的优势、劣势、机遇和威胁,在 4P 理论分析基础上,提出了营销方案,包括
紧密结合互联网平台进行营销推广、提升销售人员的技术专业水平、按照模块和
服务内容制定价格策略、在互联网平台下开展渠道推广、制定多元化的激励制度
和激励方式等。最后,对 Z 集团公司营销策略的实施提出了组织与管理保障方
面的建议

本文通过对 Z 集团公司的钢材产品市场营销策略优化研究,一方面可以完
善传统的 Z 集团公司钢材产品营销的不足,促进 z 集团公司在信息时代的钢材产
品销售,有利 Z 集团公司在信息经济时代,塑造产品核心竞争力。另一方面,
由于 Z 集团公司,在国内属于金属营销为主业的大型服务商之一,对 Z 集团公
司钢材产品的市场营销策略优化研究,也并可以为同类性质公司的市场营销提供
参考借鉴作用

关键字:钢材产品;市场营销;4P 营销理论;优化策略II
Abstract
Steel industry is the core of the construction and development in our country of
heavy industry, steel industry the development of the relationship between the
national economy, our country since the founding, has been attached great importance
to the construction of the steel industry. Since the ninety s, in order to improve the
management mode of China&39;s steel industry, metal industry core competitiveness, to
technical reform and the transformation of business model. As to the early 21st
century, China&39;s steel industry development gradually stabilized, the market tends to
saturation, lead to steel market surplus products, competitive, and many other
problems. In industries such difficult situation, for the steel industry to carry out the
strategy of market management, management of marketing mode, began to get the
favour of many steel companies. Z as one of many domestic steel enterprises group
co., LTD., is also faced with such product development bottleneck situation,
according to market changes make corresponding marketing strategy is the z group
company currently facing the most pressing problem.
Against the current z group company in steel product marketing management,
implement new marketing strategies in the information era, new era for steel products
marketing layout, expanding the market opened, to expand sales, with the support of
relevant marketing theory, this paper of z corporation current marketing background
are analyzed, and collect the related marketing literature at home and abroad as the
theoretical research of the article, according to the characteristics of the steel products
and insufficient z group company in marketing and limitations, the 4 p marketing
theory, combined with the specific optimization model, the z group company detailed
analysis has been done for the steel products marketing present situation, pointed out
that z group company in the marketing problems, namely the lack of regulation of
market marketing strategy, in the process of selling the lack of technical sales
approach homogeneity, sales and service, combining with the characteristics of steel
products pricing, sales channels are too traditional, unreasonable incentives such as
basic situation, elaborated the z group company current strengths, weaknesses,
opportunities and threats, based on 4 p theory analysis, put forward the marketing
solutions, including closely with Internet platform for marketing promotion, promote
the technology level of sales staff, to develop specific pricing strategies according to
the module and service content, in through the Internet platform promotion,
establishing diversified incentive system and incentive mode, etc. Finally, the z group
company marketing strategy of the implementation of the proposed organization and
management of security advice.
This article through to z group company of steel products marketing strategyIII
optimization research, on the one hand can improve traditional z group company of
steel products marketing, promote z group company in the information age of steel
products sales, good z group company in the era of information economy, how to
build core competitive products. On the other hand, due to the z group co., LTD., in
the domestic belong to metal marketing as one of the main business of large service
providers, to z group co., LTD. Steel products marketing strategy optimization
research, and also can provide reference for the similar nature of the company&39;s
marketing.
Key words: Steel products; Marketing; 4 p marketing theory; Optimization strategyIV
目 录
摘要....I
ABSTRACT..........II
目 录..........IV
第 1 章 绪论....1
1.1 研究背景与意义..........1
1.2 市场营销理论基础与研究综述..........1
1.2.1 市场营销理论基础...........1
1.2.2 研究综述...3
1.3 研究的内容与方法......5
1.3.1 研究内容...5
1.3.2 研究方法...6
第 2 章 Z 集团公司内外部营销环境分析.... 1
2.1 公司简介..........1
2.2 Z 集团公司的钢材产品营销现状及问题分析...........1
2.2.1 营销收入概况.......1
2.2.2 销售手段同质化严重.......2
2.2.3 销售服务缺乏技术性.......4
2.2.4 没有结合钢材产品特点定价.......6
2.2.5 销售渠道布局过于传统...7
2.2.6 营销激励不合理.......
。。。以上简介无排版格式,详细内容请下载查看