本文選題：鋼材產(chǎn)品　切入點：市場營銷　出處：《江西師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：鋼材行業(yè)是我國建設(shè)發(fā)展的核心重工業(yè),鋼材行業(yè)的發(fā)展關(guān)系著國民經(jīng)濟(jì)命脈,我國自建國以來,就一直十分重視鋼材產(chǎn)業(yè)的建設(shè)。自上個世紀(jì)九十年代以來,為了改善我國鋼材行業(yè)的經(jīng)營模式,增強(qiáng)金屬行業(yè)的核心競爭力,開始進(jìn)行技術(shù)改革與經(jīng)營模式的轉(zhuǎn)換。隨著至二十一世紀(jì)初期,我國鋼鐵行業(yè)發(fā)展逐漸趨于穩(wěn)定,市場趨于飽和,導(dǎo)致鋼材市場出現(xiàn)了產(chǎn)品過剩、競爭激烈等諸多問題。在這樣的行業(yè)困境下,對鋼材行業(yè)實施市場化管理、戰(zhàn)略化管理的市場營銷模式,開始受到眾多鋼材企業(yè)的青睞。作為國內(nèi)眾多鋼材企業(yè)之一的z集團(tuán)公司上,也正在面臨著這樣的產(chǎn)品發(fā)展瓶頸現(xiàn)狀,根據(jù)市場變化制定針對性的市場營銷策略是z集團(tuán)公司當(dāng)前面臨的最緊迫的問題。針對當(dāng)下Z集團(tuán)公司在鋼材產(chǎn)品市場營銷管理方面的不足,實現(xiàn)在信息發(fā)展時代的新市場營銷策略,進(jìn)行新時代鋼材產(chǎn)品的市場營銷布局,開擴(kuò)市場,達(dá)到擴(kuò)大銷售業(yè)績,本文在相關(guān)市場營銷理論的支持下,對Z集團(tuán)公司目前的營銷背景進(jìn)行了分析,收集整理了國內(nèi)外相關(guān)的營銷文獻(xiàn)作為文章的理論研究素材,結(jié)合鋼材產(chǎn)品的特點和Z集團(tuán)公司在市場營銷方面的不足與局限,應(yīng)用4P營銷理論,結(jié)合具體優(yōu)化模型,對Z集團(tuán)公司鋼材產(chǎn)品營銷現(xiàn)狀做了詳細(xì)分析,指出了Z集團(tuán)公司在營銷方面的問題,即缺乏對市場營銷的戰(zhàn)略調(diào)控,在銷售的過程中出現(xiàn)了銷售手段同質(zhì)化、銷售服務(wù)缺乏技術(shù)性、沒有結(jié)合鋼材產(chǎn)品特點定價、銷售渠道過于傳統(tǒng)、營銷激勵不合理等基本情況,闡述了Z集團(tuán)公司目前的優(yōu)勢、劣勢、機(jī)遇和威脅,在4P理論分析基礎(chǔ)上,提出了營銷方案,包括緊密結(jié)合互聯(lián)網(wǎng)平臺進(jìn)行營銷推廣、提升銷售人員的技術(shù)專業(yè)水平、按照模塊和服務(wù)內(nèi)容制定價格策略、在互聯(lián)網(wǎng)平臺下開展渠道推廣、制定多元化的激勵制度和激勵方式等。最后,對Z集團(tuán)公司營銷策略的實施提出了組織與管理保障方面的建議。本文通過對Z集團(tuán)公司的鋼材產(chǎn)品市場營銷策略優(yōu)化研究,一方面可以完善傳統(tǒng)的Z集團(tuán)公司鋼材產(chǎn)品營銷的不足,促進(jìn)z集團(tuán)公司在信息時代的鋼材產(chǎn)品銷售,有利Z集團(tuán)公司在信息經(jīng)濟(jì)時代,塑造產(chǎn)品核心競爭力。另一方面,由于Z集團(tuán)公司,在國內(nèi)屬于金屬營銷為主業(yè)的大型服務(wù)商之一,對Z集團(tuán)公司鋼材產(chǎn)品的市場營銷策略優(yōu)化研究,也并可以為同類性質(zhì)公司的市場營銷提供參考借鑒作用。
[Abstract]:The steel industry is the core heavy industry of the construction and development of our country. The development of the steel industry is related to the lifeblood of the national economy. Since the founding of the people's Republic of China, China has always attached great importance to the construction of the steel industry. In order to improve the management mode of the steel industry in our country and strengthen the core competitiveness of the metal industry, we began to carry out the technological reform and the transformation of the management mode. With the beginning of 21th century, the development of the steel industry in our country gradually tended to be stable. The market tends to be saturated, which leads to many problems in the steel market, such as overproduction, fierce competition and so on. In such a difficult situation, the marketing mode of market-oriented management and strategic management is applied to the steel industry. Began to be favored by many steel enterprises. As one of the many domestic steel enterprises, Z Group Company is also facing such a bottleneck of product development. Making targeted marketing strategy according to market changes is the most urgent problem that Z Group Company is facing at present. In view of the shortcomings of Z Group Company in marketing management of steel products at present, To realize the new marketing strategy in the era of information development, to carry out the marketing layout of steel products in the new era, to open and expand the market, to achieve the expansion of sales performance, this paper is supported by the relevant marketing theories. This paper analyzes the current marketing background of Z Group Company, collects and collates domestic and foreign related marketing literature as the theoretical research material of the article, combines the characteristics of steel products and the shortcomings and limitations of Z Group Company in marketing. Applying 4P marketing theory and combining with specific optimization model, this paper makes a detailed analysis on the current situation of steel products marketing in Z Group Company, and points out the problems in marketing of Z Group Company, that is, the lack of strategic regulation and control of marketing. In the process of sales, the sales means are homogenized, the sales service is lack of technology, the pricing is not combined with the characteristics of steel products, the sales channels are too traditional, the marketing incentives are unreasonable, and so on. Disadvantages, opportunities and threats, on the basis of 4P theory analysis, this paper puts forward a marketing plan, including marketing promotion in close combination with the Internet platform, upgrading the technical professional level of sales personnel, and formulating price strategies according to modules and service contents. In the Internet platform to carry out channel promotion, develop a diversified incentive system and incentive methods. Finally, This paper puts forward some suggestions on the implementation of marketing strategy of Z Group Company in terms of organization and management guarantee. This paper studies the optimization of marketing strategy of steel products in Z Group Company. On the one hand, it can perfect the shortcomings of the traditional Z group company's steel product marketing, promote the z group company's steel product sale in the information age, benefit Z group company in the information economy age, mold the core competitiveness of the product on the other hand, As Z Group Company is one of the large service providers which belong to metal marketing as the main industry in China, the research on the optimization of marketing strategy of steel products of Z Group Company can also provide reference for the marketing of similar companies.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.31

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