本文選題：次貸危機后　切入點：鋼材貿(mào)易　出處：《東北大學(xué)》2014年碩士論文

【摘要】：我國的鋼材貿(mào)易企業(yè)在近5年來經(jīng)歷了由輝煌到低谷的過程。從2008年鋼材市場價格達到頂峰到近4年來價格持續(xù)走低,上至鋼材生產(chǎn)企業(yè)下至下游零售及加工商,整個鋼材貿(mào)易產(chǎn)業(yè)鏈都面臨嚴峻的考驗。面對復(fù)雜的市場形勢和日趨激烈的市場競爭,鋼材生產(chǎn)企業(yè)不斷的調(diào)整生產(chǎn)計劃、銷售政策；與此同時,國家也出臺了產(chǎn)業(yè)升級,淘汰落后產(chǎn)能等政策,促進鋼材生產(chǎn)企業(yè)的市場化；在嚴峻的市場形勢下,下游鋼材零售和加工商也出現(xiàn)了資金鏈斷裂等情況；鋼材貿(mào)易企業(yè)的經(jīng)營陷入困境,一些企業(yè)面臨自然淘汰的結(jié)局。作為鋼材貿(mào)易中間商,可謂腹背受敵,調(diào)整自身的經(jīng)營方針,營銷策略成為重中之重。本文基于以上背景,以市場行情和Z公司發(fā)展過程入手,分析次貸危機后Z公司所處市場環(huán)境變化及原有營銷策略的不足,提出改進和解決方案。首先,從環(huán)境因素分析,從宏觀環(huán)境和微觀環(huán)境兩個角度分析,應(yīng)用PEST模型及企業(yè)內(nèi)部和競爭對手幾個層次綜合剖析次貸危機對公司原有營銷策略的影響及原策略的優(yōu)劣不足等,最后將分析的結(jié)論歸納成SWOT矩陣,確定面臨的優(yōu)勢、劣勢、機遇和威脅。其次,運用STP理論對原有營銷策略進行分析,得出原有策略的缺陷。第三,結(jié)合STP和4Ps理論對公司營銷策略做調(diào)整和完善。從客戶細分,產(chǎn)品組合,如何差別定價及渠道維護等加強對原有營銷策略的修正和細化。最后,明確提出營銷策略的實施和控制方案。從公司的組織結(jié)構(gòu)和內(nèi)部控制方面,保證營銷策略的有效實施,從而達到營銷策略調(diào)整的預(yù)期目標。
[Abstract]:The steel trade enterprises of our country have experienced the process from brilliant to low in the past five years.From the peak of the steel market price in 2008 to the price decline in the past four years, the whole steel trade industry chain is facing a severe test, from the steel production enterprises down to the downstream retail and processors.In the face of the complex market situation and increasingly fierce market competition, steel production enterprises constantly adjust their production plans and sales policies. At the same time, the state has also introduced policies such as industrial upgrading and elimination of backward production capacity.Promote the marketization of steel production enterprises; in the severe market situation, downstream steel retail and processors have also appeared the situation of capital chain break; the steel trading enterprises are in trouble, some enterprises are faced with the natural elimination of the outcome.As a steel trade middleman, it can be described as the enemy, adjust their own business policy, marketing strategy become the top priority.Based on the above background, this paper starts with the market market and the development process of Z Company, analyzes the changes of market environment and the shortcomings of the original marketing strategy in Z Company after the subprime mortgage crisis, and puts forward the improvement and solution.First of all, from the point of view of environmental factors, macro-environment and micro-environment,Applying PEST model and several levels of enterprises and competitors to analyze comprehensively the influence of the subprime mortgage crisis on the original marketing strategy of the company and the disadvantage of the original strategy. Finally, the conclusion of the analysis is summed up into the SWOT matrix to determine the advantages and disadvantages faced by the sub-prime mortgage crisis.Opportunities and threatsSecondly, the STP theory is used to analyze the original marketing strategy, and the defects of the original strategy are obtained.Thirdly, combine STP and 4Ps theory to adjust and perfect the company's marketing strategy.From customer segmentation, product portfolio, how to differential pricing and channel maintenance to strengthen the original marketing strategy revision and refinement.Finally, the implementation and control scheme of marketing strategy is clearly put forward.From the organizational structure and internal control of the company, to ensure the effective implementation of marketing strategy, so as to achieve the desired goal of marketing strategy adjustment.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.31

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