【摘要】：TC無縫鋼管公司是國內(nèi)一家生產(chǎn)小口徑、薄壁、高合金比為特色的無縫鋼管專業(yè)化企業(yè)。當前,企業(yè)的生產(chǎn)效率得到了明顯的提高,企業(yè)的生產(chǎn)規(guī)模也擴大了,表現(xiàn)出很好的整體發(fā)展勢頭,而且又面臨新的大規(guī)模融資機會。在當前鋼管企業(yè)競爭日益激烈,鋼管市場全球一體化進程加劇,國家宏觀政策不斷調(diào)整的形勢下,如何立足于企業(yè)的發(fā)展戰(zhàn)略,制定適合戰(zhàn)略目標實現(xiàn)的全面營銷策略,對TC無縫的生存和發(fā)展有著重要的意義。通過對TC無縫的營銷環(huán)境(包括宏觀環(huán)境和微觀環(huán)境)進行分析后,TC無縫將自己的細分市場和目標市場選擇定位為主力開發(fā)小口徑、薄壁、高合金比為特色的無縫鋼管,以優(yōu)勢產(chǎn)品積聚于發(fā)展廣闊的石油天然氣、高壓或超高壓鍋爐行業(yè),并注意積聚于這些項目的重點客戶,積聚于重點品種的需求。為此,TC無縫需要轉(zhuǎn)變產(chǎn)品結(jié)構(gòu),提高生產(chǎn)裝備,積極發(fā)揮企業(yè)技術(shù)力量強、新品開發(fā)快的優(yōu)勢,加強客戶關(guān)系管理,實施全面營銷策略。為了保證企業(yè)營銷目標的實現(xiàn),TC無縫需要在產(chǎn)品策略、價格策略、促銷策略和分銷渠道策略方面作進一步的思考,同時要專注于客戶滿意度的服務(wù)體系。
[Abstract]:TC seamless steel pipe company is a small diameter, thin-walled, high alloy ratio of seamless steel pipe specialized enterprises. At present, the production efficiency of enterprises has been obviously improved, the production scale of enterprises has also expanded, showing a good overall development momentum, but also facing new large-scale financing opportunities. At present, the competition of steel pipe enterprises is increasingly fierce, the process of global integration of steel pipe market intensifies, and the national macro policy is constantly adjusted, how to base on the development strategy of the enterprise and to formulate a comprehensive marketing strategy suitable for the realization of strategic objectives. It is of great significance to the survival and development of TC seamlessly. Through the analysis of TC seamless marketing environment (including macro environment and micro environment), TC seamlessly positioned its subdivision market and target market as the main development of seamless steel pipe with small caliber, thin wall and high alloy ratio. Take advantage of products accumulated in the broad development of oil and gas, high pressure or ultra-high pressure boiler industry, and pay attention to the accumulation of key customers in these projects, the accumulation of key varieties of demand. Therefore, TC needs to transform the product structure seamlessly, improve the production equipment, give full play to the advantages of strong technical force, fast development of new products, strengthen customer relationship management, and implement the overall marketing strategy. In order to ensure the realization of enterprise marketing goal, TC seamlessly needs to make further consideration on product strategy, price strategy, promotion strategy and distribution channel strategy, and at the same time focus on the service system of customer satisfaction.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.3

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