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TS钢铁公司特种钢产品营销策略研究_硕士毕业论文DOC

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文本描述
中文摘要
钢铁产业是我国经济发展的支柱产业,经过多年的高速扩张,己经出现严重的产
能过剩的现象。特种钢作为钢铁产业中重要的组成部分,与整个钢铁产业一样,经过
三十多年的不断扩张,即将出现严重的产能过剩。
TS钢铁公司成创建于 1947年,距今已有 75年历史,2018和 4家企业合并,成
为公私合营改组的综合性钢铁生产企业,特种钢在 2016年前一直保持全国前三,随
着近几年国内钢铁企业连续进入特种钢领域,不可避免的出现市场占有率下降,利润
下滑,库存积压严重,研发资金短缺的情况。经过三个月对 TS钢铁公司的现况进行
深入调研后,发现 TS钢铁公司在营销战略方面存在许多问题,市场竞争意识不强,
重研发轻营销,重市场轻效益是造成销售不畅、利润下降的重要原因。主要体现在:
在销售渠道,TS钢铁公司仍沿用了建企初期以供货、跑办、专营为主要要销售网络
的销售模式,特许经销商营销占比超过 40%,对特许经销商高度依赖;主营产品过
分单一,仍以冷轧薄板、高强螺纹钢筋、管线钢钢种为主要品种,占比超过 70%,
与竞争对手同质化竞争异常严重;在价格模式方面,因受国企和行业影响,价格未能
完全市场化,采用均价为主的价格模式,但原材料,钢材价格波动较大,对开发销售
有一定影响;TS钢铁公司在目标市场确定和市场定位上不清晰,这也导致了 TS钢铁
公司几年来销售方式没有创新。针对这一系列的问题,依据 STP理论、4P理论,运
用 PEST分析法、SWOT分析法、实地调研等方法,对 TS钢铁公司特种钢的经营环
境、组织构架及营销团队建设情况进行深入细致的分析。
通过分析研判 TS钢铁公司实际产能和优劣势,进行目标市场定位,需求上以中、
高端产品市场为主攻市场,兼顾低端市场;区域以华北市场的京津冀、雄安新区、华
东市场的长三角区域、华南市场的珠三角区域为主,兼顾其余区域市场;用途以结构
用钢市场、车辆制造为主。在找准目标市场之和,设计如下营销策略:在产品上:首
先结构优化,不断丰富产品种类;在价格上:不断丰富定价模式;在渠道上:首先摆
脱中间商一家独大的局面,对终端客户和出口客户加强联系,入驻或自建电商平台,
以此增加销售量;在促销方面:为下游企业、终端客户、中间商提供多种服务,并提
高自身品牌知名度提高销售量。在设计完成营销策略之后,TS钢铁公司需要在组织、
技术、资金、培训等方面有所改进,给营销战略的有效实施提供政策保障。
关键词:TS钢铁公司;市场定位;营销战略;特种钢

ABSTRACT
The iron and steel industry is the pillar industry of my country's
economic development.After years of rapid expansion,there has been a
serious overcapacity phenomenon.As an important part of the steel
industry,special steel,like the entire steel industry,is about to experience
severe overcapacity after more than 30 years of continuous expansion.Is about
to appear serious overcapacity.
Ts Steel Company was founded in 1947 and has a 75-year history.In
2018,it merged with four enterprises to become a comprehensive steel
production
enterprise
with
public-private
joint
operation
and
reorganization.Special Steel will remain in the top three nationwide until
2016,With the continuous entry of domestic iron and steel enterprises into the
field of special steel in recent years,it is inevitable that the market share will
decline and profits will decline.,the situation of serious inventory backlog and
shortage of research and development funds.After three months of in-depth
research on the current situation of TS Steel Company,it was found that TS
Steel Company has many problems in terms of marketing strategy.The
awareness of market competition is not strong.important reason for the
decline.Mainly reflected in:In terms of sales channels,TS Steel still follows
the sales model of supplying,running and specializing as the main sales
network in the early stage of the establishment of the enterprise.The sales of

franchised dealers account for more than 40%,and they are highly
dependent on franchised dealers;The main products are too single,still
cold-rolled
sheet,high-strength
rebar,pipeline
steel
as
the
main
varieties,accounting for more than 70%,and the competition with competitors
is extremely serious;Influenced by the industry,the price has not been fully
marketized,and the price model is mainly based on the average
price.However,the price of raw materials and steel fluctuates greatly,which
has a certain impact on the development and sales;It also led to the lack of
innovation in the sales method of TS Steel Company for several years.In
response to this series of problems,based on STP theory,4P theory,using PEST
analysis method,SWOT analysis method,Field investigation and other
methods are used to conduct in-depth and detailed analysis of the business
environment,organizational structure and marketing team construction of TS
Steel's special steel company.
Through analyzing the actual production capacity,advantages and
disadvantages of TS Steel Company,the target market positioning is made.On
the demand,the middle and high-end product market is the main market,and
the low-end market is also taken into account The regions are the
beijing-tianjin-hebei,Xiongan new area of north China market,the Yangtze
River Delta area of east China market and the Pearl River Delta area of south
China market.In finding the sum of the target market,design the following
marketing strategy: On the product: first,optimize the structure,constantly
。。。以下略