【摘要】：鋼鐵工業(yè)是一個(gè)國(guó)家工業(yè)化的重要標(biāo)志。自2005年以來(lái),我國(guó)中厚板產(chǎn)業(yè)發(fā)展迅猛,先后有多條中厚板生產(chǎn)線投產(chǎn),使得我國(guó)中厚板產(chǎn)能過(guò)剩的狀況日益明顯。美國(guó)金融危機(jī)爆發(fā)后,對(duì)我國(guó)經(jīng)濟(jì)造成了巨大的沖擊,在下游行業(yè)需求放緩,產(chǎn)能嚴(yán)重過(guò)剩的情況下,中厚板生產(chǎn)廠之間的競(jìng)爭(zhēng)日益劇烈。如何在殘酷的市場(chǎng)競(jìng)爭(zhēng)中生存下去,這對(duì)“新常態(tài)”下每一家中厚板廠的營(yíng)銷都提出了挑戰(zhàn)。本文選取寶鋼股份中厚板產(chǎn)品作為研究的樣本,在分析了當(dāng)前鋼鐵行業(yè)總體競(jìng)爭(zhēng)態(tài)勢(shì)的基礎(chǔ)上,結(jié)合新的市場(chǎng)競(jìng)爭(zhēng)環(huán)境及未來(lái)發(fā)展趨勢(shì),對(duì)寶鋼中厚板產(chǎn)品的內(nèi)外部環(huán)境進(jìn)行了深入分析,運(yùn)用SWOT分析法對(duì)寶鋼股份中厚板產(chǎn)品的內(nèi)外部因素再次進(jìn)行梳理,在此基礎(chǔ)上,運(yùn)用STP營(yíng)銷理論對(duì)大連地區(qū)的中厚板市場(chǎng)進(jìn)行了細(xì)分和定位,最后運(yùn)用4P營(yíng)銷理論制定了寶鋼股份中厚板產(chǎn)品在大連地區(qū)組合營(yíng)銷策略及為保障營(yíng)銷策略的順利實(shí)施所采取的保障措施。文章分為六個(gè)部分：第一章,緒論,描述本論文的寫作背景和意義以及寫作過(guò)程中采用的方法和寫作的技術(shù)路線；第二章,相關(guān)理論文獻(xiàn)綜述,介紹營(yíng)銷的相關(guān)理論及演變、STP市場(chǎng)細(xì)分和4P營(yíng)銷組合策略等相關(guān)理論敘述；第三章,寶鋼股份中厚板產(chǎn)品外部環(huán)境分析,通過(guò)宏觀環(huán)境分析和產(chǎn)業(yè)環(huán)境分析來(lái)闡述寶鋼中厚板產(chǎn)品所處的外部環(huán)境；第四章,寶鋼股份中厚板產(chǎn)品內(nèi)部環(huán)境分析,通過(guò)寶鋼中厚板產(chǎn)線的介紹和資源能力的分析來(lái)闡述寶鋼中厚板產(chǎn)品的內(nèi)部環(huán)境；第五章,寶鋼股份中厚板產(chǎn)品大連地區(qū)營(yíng)銷策略研究和保障措施,通過(guò)寶鋼股份中厚板產(chǎn)品大連地區(qū)營(yíng)銷策略的SWOT分析、STP分析和4P分析最終確定大連地區(qū)的營(yíng)銷策略及采取的相應(yīng)保障措施。第六章,結(jié)論,對(duì)本文研究的過(guò)程、方法、內(nèi)容進(jìn)行高度總結(jié),對(duì)本文尚存的不足予以指出。本文是對(duì)寶鋼股份中厚板產(chǎn)品大連地區(qū)營(yíng)銷策略的探索和創(chuàng)新,對(duì)后續(xù)推進(jìn)寶鋼股份中厚板產(chǎn)品大連地區(qū)營(yíng)銷工作具有一定的借鑒意義和參考價(jià)值。
[Abstract]:Iron and steel industry is an important symbol of a country's industrialization. Since 2005, China's medium and heavy plate industry has developed rapidly, with several plate production lines put into production successively, which makes the situation of overcapacity of medium and heavy plate in our country more and more obvious. After the outbreak of the American financial crisis, it has caused a huge impact on our economy. Under the situation of slow down industry demand and serious overcapacity, the competition between medium and thick plate manufacturers is becoming more and more intense. How to survive in the cruel market competition is a challenge to the marketing of every plate factory under the new normal. In this paper, Baosteel stock plate products are selected as the research samples, based on the analysis of the overall competitive situation of the steel industry, combined with the new market competition environment and the future development trend, The internal and external environment of Baosteel's medium and heavy plate products is analyzed deeply, and the internal and external factors of Baosteel's medium and heavy plate products are combed again by using SWOT analysis method, and on this basis, Using STP marketing theory to segment and position the medium and thick plate market in Dalian area, Finally, the 4P marketing theory is used to formulate the combined marketing strategy of Baosteel's medium and heavy plate products in Dalian area and the guarantee measures to ensure the smooth implementation of the marketing strategy. The article is divided into six parts: the first chapter, introduction, describes the writing background and significance of this paper, as well as the writing process of the methods and technical routes, chapter two, relevant theoretical literature review, This paper introduces the relevant theories and evolution of marketing, such as STP market segmentation and 4P marketing combination strategy, etc. Chapter 3, external environment analysis of Baosteel stock plate products, Through macroscopical environmental analysis and industrial environmental analysis, this paper expounds the external environment of Baosteel plate products. Chapter four, the internal environment analysis of Baosteel stock plate products, Through the introduction of Baosteel medium and thick plate production line and the analysis of resource ability, this paper expounds the internal environment of Baosteel medium and thick plate products. Chapter 5, the marketing strategy research and safeguard measures of Baosteel's medium and heavy plate products in Dalian area. Through the SWOT analysis and 4P analysis of Dalian area marketing strategy of Baosteel's medium and thick plate products, the marketing strategy and corresponding safeguard measures are finally determined. Chapter 6, conclusion, summarizes the process, method and content of this paper, and points out the shortcomings of this paper. This paper is the exploration and innovation of Dalian area marketing strategy for Baosteel's medium and thick plate products, which has certain reference significance and reference value for the subsequent promotion of Dalian area marketing work of Baosteel's medium and thick plate products.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.31

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本文編號(hào)：2242245