【摘要】：成鋼是湖北省大型鋼鐵企業(yè)之一，其螺紋鋼品牌價(jià)值高。但隨著鋼鐵產(chǎn)能過剩，，成鋼受到了競(jìng)爭(zhēng)鋼廠的低價(jià)沖擊，出現(xiàn)虧損。為此，筆者從戰(zhàn)略的角度進(jìn)行研究，旨在科學(xué)的制定公司營(yíng)銷戰(zhàn)略，促進(jìn)公司長(zhǎng)遠(yuǎn)發(fā)展。 筆者根據(jù)公司面臨的實(shí)際問題，全面運(yùn)用所學(xué)的營(yíng)銷戰(zhàn)略理論知識(shí)和研究方法深入分析，制定營(yíng)銷戰(zhàn)略。首先通過PEST分析法、五力模型分析法等方法分析公司面臨的外部環(huán)境，找出外部環(huán)境帶來(lái)的機(jī)會(huì)主要是武漢市螺紋鋼市場(chǎng)需求量在不斷擴(kuò)大。而威脅主要是供需矛盾突出，企業(yè)虧損；然后通過核心競(jìng)爭(zhēng)力分析法首先分析企業(yè)的內(nèi)部資源、能力以及核心競(jìng)爭(zhēng)力，從而進(jìn)一步分析得出公司優(yōu)勢(shì)主要是有強(qiáng)大的品牌優(yōu)勢(shì)，而劣勢(shì)主要是企業(yè)盈利能力差；其次通過SWOT戰(zhàn)略分析匹配方法將外部的機(jī)會(huì)和威脅與內(nèi)部的優(yōu)勢(shì)和劣勢(shì)進(jìn)行整合，制定和選擇了公司戰(zhàn)略組合方案；再次通過STP營(yíng)銷方法重新定位了公司的產(chǎn)品和市場(chǎng)，同時(shí)通過4P’s組合重新制定了營(yíng)銷策略組合。最后制定了一系列的實(shí)施和控制措施確保戰(zhàn)略的落實(shí)。本文的結(jié)論是成鋼公司應(yīng)該實(shí)施增長(zhǎng)型戰(zhàn)略，充分發(fā)揮公司在螺紋鋼市場(chǎng)的品牌優(yōu)勢(shì)，集中螺紋鋼資源，搶占高強(qiáng)螺紋鋼市場(chǎng)，提高市場(chǎng)占有率；同時(shí)通過適度的多元化業(yè)務(wù)，建立配送中心，將服務(wù)品牌延伸，打造新的利潤(rùn)增長(zhǎng)點(diǎn)。并加強(qiáng)與經(jīng)銷商或終端工程用戶的業(yè)務(wù)合作，將公司能生產(chǎn)的所有建筑用鋼進(jìn)行整合營(yíng)銷，對(duì)下游終端提供所有的建筑鋼材供應(yīng)方案，提高產(chǎn)品附加價(jià)值，將公司不斷做大做強(qiáng)。
[Abstract]:Chenggang is one of the large-scale iron and steel enterprises in Hubei Province, with high brand value of rebar steel. But as steel overcapacity, Chenggang suffered a low-price impact of competitive steel plants, a loss. Therefore, the author carries on the research from the strategic angle, in order to scientifically formulate the company's marketing strategy and promote the company's long-term development. According to the practical problems faced by the company, the author makes a thorough analysis of the theoretical knowledge and research methods of marketing strategy, and formulates the marketing strategy. Firstly, through PEST analysis, five-force model analysis and other methods to analyze the external environment faced by the company, to find out that the opportunities brought by the external environment is that the demand of the steel rebar market in Wuhan is constantly expanding. The main threat is that the contradiction between supply and demand is prominent and the enterprise is losing money; Then through the core competitiveness analysis first analyzes the internal resources, capabilities and core competitiveness of the enterprise, and further analyzes that the company's advantages are mainly strong brand strengths, and weaknesses are mainly the poor profitability of enterprises; Secondly, the external opportunities and threats are integrated with the internal strengths and weaknesses through the SWOT strategic analysis and matching method, and the company strategic combination scheme is formulated and selected. The product and market of the company are reoriented through the STP marketing method, and the marketing strategy combination is reformulated through the 4P's combination. Finally, a series of implementation and control measures to ensure the implementation of the strategy. The conclusion of this paper is that Chenggang should implement the growth strategy, give full play to the brand advantages of the company in the steel rebar market, concentrate the steel resources, seize the high strength steel market and increase the market share; At the same time, through a moderate diversification of business, the establishment of distribution center, service brand extension, to create a new profit growth point. And strengthen the business cooperation with dealers or end-engineering users, the company can produce all construction steel integrated marketing, the downstream terminal to provide all construction steel supply programs, improve the added value of products, Make the company bigger and stronger.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.31

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