通过归纳研究古典企业集团理论、集团管控理，提出了企业集团的两大属
性，即，社会属性（规模优势、垄断优势）和自然属性（协同优势、战略优势、
品牌优势）。以 TG 集团的诞生、生存、转机、发展过程为例，分析了钢铁企业
集团的产生背景、发展历程，剖析了计划经济向市场经济转型的痛苦经历，总
结了钢铁企业集团的特点和发展特点。对钢铁企业集团的管理现状和不足进行
了分析，提出，把资源向市场整合的改进建议，明确了资源整合要在集团管控
模式的基础上，要完善科学的管理体制、建立先手决策支持系统、整合营销管
理链条等具体措施。
在此基础上，对 TG 集团公司最初的管控模式、后期面临的复杂形势、集团
决策的过程进行了陈述和总结，最后形成了新的管理模式，开始了集团公司营
销资源的整合：首先进行集团公司管控框架调整；其次集团上下转变“三个”观念，
树立了全新的营销观念；然后开始整合内部基础资源、研发资源、生产资源、
搭建信息平台；整合外部销售渠道、与潜在竞争对手建立合作营销关系、强化
大客户关系管理、推行客户服务自动化管理。最后实现了整合效果，走出一条
营销资源整合优化的成功道路。
通过总结汇总 TG 集团公司的做法，不难看出只要企业集团的各类资源实现
了向市场聚集，就如一个人全身的力量凝聚在一个拳头上，势必要产生超乎平
常的力量。在天津钢铁工业整合的今天，此项经验成果将会得到进一步的推行
和使用。
关键字：大型钢铁企业；营销资源；集团管控；资源整合ABSTRACT
Many big scale and individual level of large-scale iron and steel enterprises,
resulting in the overall scale, management difficulty is big. Especially in the face of
the drastic changes in the external economic situation, led by V&M and Baosteel and
other large international steel group steel giant to their existing technology, talent,
management and market advantages, continue to compress other competitors in the
living space, so how to exert the group scale advantage, effectively the entire
marketing resources, reduce costs, improve their operation efficiency, is the main
content of this paper.
Through the induction of classical theory of Corporation, the group control, puts
forward two major attribute, the social attribute of enterprise group, (flagship
advantage, monopoly advantage) and nature (collaborative advantage, strategic
advantage, brand advantage). In TG group, survival, development, the birth of a
process as an example, analysis of the iron and steel enterprise group's background,
development process, analyzes the experience of planned economy to a market
economy in pain, and summarizes the characteristics and characteristics of the
development of iron and steel enterprise group.Are analyzed, the management current
situation and deficiency of steel enterprise group is proposed, the suggestions for
improving the resources to the market integration, the resource integration should be
based on the model control group, to improve the scientific management system,
establish the first decision support system, specific measures of integrated marketing
management chain etc..
On this basis, the TG group company's original control mode, the back of the
complicated situation, the group decision making process are described and
summarized, finally formed a new management mode, started the integration group
marketing resources: first, the group company control framework adjustment; the
second group under the three concept change, set a new marketing concept; then
started to integrate internal resources, research resources, production resources, set up
information platform; integration of external sales channels, to establish cooperation
relationship marketing, and potential competitors strong customer relationship
management, customer service management. Finally realized the integration effect,
the success of the road out of a marketingresources integration.
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