HB 钢铁集团营销策略研究
摘 要
当前，中国经济正处于增长速度换档期、结构调整阵痛期、前期刺
激政策消化期叠加的阶段。在此大背景下，作为国民经济基础产业的中
国钢铁业在中国经济高速发展时期积累起来的诸多矛盾，如产能过剩、
产品结构不合理、企业负债率偏高、环保投入不足、产业集中度低、钢
铁营销模式落后等等问题，自 2012 年以来已经开始集中爆发，致使国
内钢铁企业普遍盈利能力下降、资金紧张，营销困难进一步加剧。本文
旨在通过对河北钢铁集团公司外部环境和内部条件的分析，制定企业营
销发展战略，以提高企业经营决策的有效性，从而为国内同类企业的集
团化发展提供有益借鉴。
本文采取实例剖析的分析方法，按照理论结合实践效果的研究思
路，以经济、产品战略、企业营销、企业管理等理论为主要依据，通过
数据、图表及事例等综合分析，提出大型集团企业营销策略实施的新思
路，制定出大型集团企业营销的基本竞争战略和总体发展战略。
河北钢铁集团有限公司采取大型集团企业发展总体战略方针。结合
企业实际，从营销架构、产品营销和渠道营销策略的实践等几个方面制
定了战略实施的保障措施，并提出了大型企业集团未来营销发展探索的
途径。
关键词：钢铁企业；集团营销；发展战略
THE RESEARCH ON MARKETING STRATEGY RESEARCH
OF HB IRON AND STEEL GROU
ABSTRACT
Today, the Chinese economy is in the period of structural and growth
readjustment while consuming the earlier policies of stimulating. Against this
background, the I/S industry, as the important role of the national economy,
is facing many problems caused by the high speed growth earlier such as
over capacity, irrational structure, high debt ratio, inadequate investment in
environmental protection, low industrial centralizing, backward marketing
mode. In 2012 the problems started to break out and led to the tight credit and
lower profitability of the steel companies. This paper aims to analyze the
internal conditions and external environment to formulate the marketing
development strategy and improve the policy validity so to provide a useful
reference similar enterprises collectivize development.
This paper take the step of case analysis, combines theory and practical
based on the theories of economy, product strategy, marketing, business
management. Propose new ideas for the implement of marketing strategies
for large companies through the data and chart. Formulate the basic
competition strategy as well as general development strategy for large
companies.
HBIS adopted large company general development strategy. With
practical situation, the paper formulates the safeguard measures for the
implement of strategy from the aspects of marketing framework, channel