【摘要】：2009年,美國(guó)無(wú)縫鋼管行業(yè)對(duì)中國(guó)鋼管實(shí)施“反傾銷(xiāo)”和“反補(bǔ)貼”稅以來(lái),高額的稅率將中國(guó)鋼管產(chǎn)品拒之門(mén)外。美國(guó)市場(chǎng)一直是天津鋼管集團(tuán)公司(Tianjin PIPE(GROUP) CORPORATION,簡(jiǎn)稱(chēng)TPCO)份額最大、利潤(rùn)最好的市場(chǎng),也是除中國(guó)外需求最大的市場(chǎng),但對(duì)產(chǎn)品技術(shù)要求高。TPCO雖然已具備了向世界一流無(wú)縫鋼管生產(chǎn)企業(yè)發(fā)展的基礎(chǔ)和實(shí)力,但由于生產(chǎn)基地均集中在國(guó)內(nèi),遠(yuǎn)離國(guó)際市場(chǎng)和客戶,與同行業(yè)世界一流公司相比,在國(guó)際市場(chǎng)開(kāi)拓、國(guó)際市場(chǎng)占有率、國(guó)際市場(chǎng)控制力等方面存在不小差距。要想規(guī)避高額稅率,享受美國(guó)無(wú)縫鋼管市場(chǎng)的利潤(rùn),必須制定新的發(fā)展戰(zhàn)略,通過(guò)在美國(guó)建設(shè)全流程的無(wú)縫鋼管廠,實(shí)施本地化經(jīng)營(yíng)。因此,必須有一套行之有效的營(yíng)銷(xiāo)策略來(lái)確保TPCO順利打入美國(guó)市場(chǎng)。 本文以4P營(yíng)銷(xiāo)理論為基礎(chǔ),通過(guò)對(duì)美國(guó)無(wú)縫鋼管產(chǎn)業(yè)外部環(huán)境以及競(jìng)爭(zhēng)對(duì)手分析,找到適合TPCO美國(guó)公司的營(yíng)銷(xiāo)組合策略。通過(guò)大量搜集、整理、分析相關(guān)數(shù)據(jù)和資料,對(duì)美國(guó)宏觀經(jīng)營(yíng)環(huán)境、行業(yè)發(fā)展現(xiàn)狀及前景、行業(yè)競(jìng)爭(zhēng)對(duì)手情況、潛在競(jìng)爭(zhēng)對(duì)手以及替代產(chǎn)品進(jìn)行分析；對(duì)TPCO美國(guó)工廠進(jìn)行STP分析,確定TPCO在發(fā)展中所處的地位,進(jìn)而提出應(yīng)采取的發(fā)展戰(zhàn)略；運(yùn)用營(yíng)銷(xiāo)理論,對(duì)美國(guó)鋼管市場(chǎng)客戶購(gòu)買(mǎi)行為進(jìn)行研究,根據(jù)研究結(jié)果制定適合TPCO發(fā)展的營(yíng)銷(xiāo)策略,以便TPCO能在競(jìng)爭(zhēng)激烈的美國(guó)無(wú)縫鋼管行業(yè)中立足站穩(wěn),發(fā)展壯大。為保障營(yíng)銷(xiāo)組合策略順利實(shí)施,本文從組織機(jī)構(gòu)機(jī)構(gòu)的建設(shè)、市場(chǎng)分析研究、深化客戶管理和完善服務(wù)體系方面提出建議。
[Abstract]:Since the U.S. seamless steel pipe industry imposed anti-dumping and countervailing duties on Chinese steel pipes in 2009, high tax rates have shut out Chinese steel pipe products. The US market has always been the market with the largest share and the best profit of Tianjin Steel Pipe Group Co., Ltd. (TPCO). It is also the market with the largest demand outside China. Although TPCO already has the foundation and strength to develop to the world class seamless steel pipe production enterprise, but because the production base is concentrated in the domestic, far away from the international market and the customer, compared with the world first-class company of the same industry, TPCO has the foundation and strength to develop to the world class seamless steel pipe production enterprise. In the international market development, international market share, international market control and other aspects of the gap. In order to avoid the high tax rate and enjoy the profits of the seamless steel pipe market in the United States, we must formulate a new development strategy, through the construction of a seamless steel pipe plant in the United States, the implementation of localization. Therefore, must have a set of effective marketing strategy to ensure that TPCO smoothly into the United States market. Based on the 4P marketing theory, this paper analyzes the external environment and competitors of seamless steel pipe industry in the United States, and finds out the marketing combination strategy suitable for TPCO USA. Through a large number of collection, collation, analysis of relevant data and materials, the macro business environment, industry development status and prospects, industry competitors, potential competitors and alternative products are analyzed. The STP analysis of TPCO American factories is carried out to determine the position of TPCO in the development, and then the development strategy should be adopted. By using the marketing theory, this paper studies the purchase behavior of American steel pipe market, and formulates the marketing strategy suitable for the development of TPCO according to the results of the research, so that TPCO can stand firm and develop in the highly competitive seamless steel pipe industry in the United States. In order to ensure the smooth implementation of marketing mix strategy, this paper puts forward some suggestions from the aspects of organization construction, market analysis and research, deepening customer management and perfecting service system.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F416.31

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