本文關(guān)鍵詞： 石油專用管 營銷策略 SWOT分析 渠道管理 多智能體系統(tǒng).　出處：《南華大學》2013年碩士論文　論文類型：學位論文

【摘要】：面對全球經(jīng)濟下滑，國內(nèi)鋼鐵產(chǎn)能嚴重過剩，作為國有大型專業(yè)鋼管企業(yè),如何走出困境，搶占國際市場份額并逐漸走向國際化經(jīng)營，已經(jīng)成為衡鋼戰(zhàn)略決策的一個重要課題。 首先，本文簡單介紹了石油專用管產(chǎn)品及其用途，并對海外石油專用管市場進行了詳細的分析，并進行了海外市場網(wǎng)絡分析與市場需求預測，，為衡陽石油專用管海外營銷策略建立基礎(chǔ)研究。 其次，根據(jù)衡鋼生產(chǎn)經(jīng)營實際及營銷模式，對其石油專用管的海外營銷進行了SWOT分析，系統(tǒng)的分析了衡陽鋼管經(jīng)營的優(yōu)勢、劣勢、機遇和威脅，并得出了下一步營銷策略所關(guān)注的重點與難點問題。 然后，研究了衡鋼石油專用管海外市場細分和目標市場定位以及整體營銷理論，提出了針對衡鋼石油專用管整體營銷的4Ps組合策略和實施措施。 構(gòu)建了衡陽鋼管海外營銷多智能體系的管理組織結(jié)構(gòu)及多智能體目標管理考核體系，強化了衡陽鋼管海外市場多智能體系統(tǒng)分銷渠道建設，提升了衡陽鋼管營銷服務水平與業(yè)務發(fā)展空間，優(yōu)化了衡鋼海外市場石油專用管供應鏈管理。 通過開展這一系統(tǒng)的營銷策略，較好的實現(xiàn)了衡鋼海外市場石油專用管營銷策略優(yōu)化，提高了企業(yè)經(jīng)濟效益。
[Abstract]:Faced with the global economic downturn , domestic steel production capacity is excessive , as state - owned large - scale professional steel pipe enterprise , how to get out of the predicament , seize the international market share and gradually move to the internationalization management , has become an important topic of the strategic decision - making of the balance of steel . First of all , this paper briefly introduces the petroleum specialized pipe product and its application , and analyzes the overseas petroleum special pipe market in detail , and carries out the overseas market network analysis and market demand forecast , and establishes the basic research for the overseas marketing strategy of HengYang petroleum . Secondly , according to the actual and marketing model of Henggang ' s production and operation , SWOT analysis of overseas marketing of its oil - specific pipe is carried out , and the advantages , disadvantages , opportunities and threats of HengYang steel pipe are analyzed , and the key points and difficulties of next - step marketing strategy are drawn . Then , the overseas market subdivision and the target market positioning and the overall marketing theory of Henggang Oil Special Pipe are studied , and the 4Ps combination strategy and implementation measures are put forward aiming at the overall marketing of Henggang oil special pipe . The management organization structure and the multi - agent target management evaluation system of HengYang steel tube overseas marketing multi - intelligence system are constructed , and the distribution channel construction of the multi - agent system of HengYang steel tube overseas market is strengthened , and the marketing service level and the service development space of the HengYang steel pipe are improved , and the supply chain management of the Henggang overseas market petroleum specialized pipe is optimized . By carrying out the marketing strategy of this system , it is better to realize the optimization of the marketing strategy of the petroleum special pipe of Henggang overseas market , and the economic benefit of the enterprise is improved .

【學位授予單位】：南華大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F274

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