本文選題：鋼材產(chǎn)品　切入點(diǎn)：市場(chǎng)營(yíng)銷　出處：《江西師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：鋼材行業(yè)是我國(guó)建設(shè)發(fā)展的核心重工業(yè),鋼材行業(yè)的發(fā)展關(guān)系著國(guó)民經(jīng)濟(jì)命脈,我國(guó)自建國(guó)以來(lái),就一直十分重視鋼材產(chǎn)業(yè)的建設(shè)。自上個(gè)世紀(jì)九十年代以來(lái),為了改善我國(guó)鋼材行業(yè)的經(jīng)營(yíng)模式,增強(qiáng)金屬行業(yè)的核心競(jìng)爭(zhēng)力,開(kāi)始進(jìn)行技術(shù)改革與經(jīng)營(yíng)模式的轉(zhuǎn)換。隨著至二十一世紀(jì)初期,我國(guó)鋼鐵行業(yè)發(fā)展逐漸趨于穩(wěn)定,市場(chǎng)趨于飽和,導(dǎo)致鋼材市場(chǎng)出現(xiàn)了產(chǎn)品過(guò)剩、競(jìng)爭(zhēng)激烈等諸多問(wèn)題。在這樣的行業(yè)困境下,對(duì)鋼材行業(yè)實(shí)施市場(chǎng)化管理、戰(zhàn)略化管理的市場(chǎng)營(yíng)銷模式,開(kāi)始受到眾多鋼材企業(yè)的青睞。作為國(guó)內(nèi)眾多鋼材企業(yè)之一的z集團(tuán)公司上,也正在面臨著這樣的產(chǎn)品發(fā)展瓶頸現(xiàn)狀,根據(jù)市場(chǎng)變化制定針對(duì)性的市場(chǎng)營(yíng)銷策略是z集團(tuán)公司當(dāng)前面臨的最緊迫的問(wèn)題。針對(duì)當(dāng)下Z集團(tuán)公司在鋼材產(chǎn)品市場(chǎng)營(yíng)銷管理方面的不足,實(shí)現(xiàn)在信息發(fā)展時(shí)代的新市場(chǎng)營(yíng)銷策略,進(jìn)行新時(shí)代鋼材產(chǎn)品的市場(chǎng)營(yíng)銷布局,開(kāi)擴(kuò)市場(chǎng),達(dá)到擴(kuò)大銷售業(yè)績(jī),本文在相關(guān)市場(chǎng)營(yíng)銷理論的支持下,對(duì)Z集團(tuán)公司目前的營(yíng)銷背景進(jìn)行了分析,收集整理了國(guó)內(nèi)外相關(guān)的營(yíng)銷文獻(xiàn)作為文章的理論研究素材,結(jié)合鋼材產(chǎn)品的特點(diǎn)和Z集團(tuán)公司在市場(chǎng)營(yíng)銷方面的不足與局限,應(yīng)用4P營(yíng)銷理論,結(jié)合具體優(yōu)化模型,對(duì)Z集團(tuán)公司鋼材產(chǎn)品營(yíng)銷現(xiàn)狀做了詳細(xì)分析,指出了Z集團(tuán)公司在營(yíng)銷方面的問(wèn)題,即缺乏對(duì)市場(chǎng)營(yíng)銷的戰(zhàn)略調(diào)控,在銷售的過(guò)程中出現(xiàn)了銷售手段同質(zhì)化、銷售服務(wù)缺乏技術(shù)性、沒(méi)有結(jié)合鋼材產(chǎn)品特點(diǎn)定價(jià)、銷售渠道過(guò)于傳統(tǒng)、營(yíng)銷激勵(lì)不合理等基本情況,闡述了Z集團(tuán)公司目前的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅,在4P理論分析基礎(chǔ)上,提出了營(yíng)銷方案,包括緊密結(jié)合互聯(lián)網(wǎng)平臺(tái)進(jìn)行營(yíng)銷推廣、提升銷售人員的技術(shù)專業(yè)水平、按照模塊和服務(wù)內(nèi)容制定價(jià)格策略、在互聯(lián)網(wǎng)平臺(tái)下開(kāi)展渠道推廣、制定多元化的激勵(lì)制度和激勵(lì)方式等。最后,對(duì)Z集團(tuán)公司營(yíng)銷策略的實(shí)施提出了組織與管理保障方面的建議。本文通過(guò)對(duì)Z集團(tuán)公司的鋼材產(chǎn)品市場(chǎng)營(yíng)銷策略優(yōu)化研究,一方面可以完善傳統(tǒng)的Z集團(tuán)公司鋼材產(chǎn)品營(yíng)銷的不足,促進(jìn)z集團(tuán)公司在信息時(shí)代的鋼材產(chǎn)品銷售,有利Z集團(tuán)公司在信息經(jīng)濟(jì)時(shí)代,塑造產(chǎn)品核心競(jìng)爭(zhēng)力。另一方面,由于Z集團(tuán)公司,在國(guó)內(nèi)屬于金屬營(yíng)銷為主業(yè)的大型服務(wù)商之一,對(duì)Z集團(tuán)公司鋼材產(chǎn)品的市場(chǎng)營(yíng)銷策略優(yōu)化研究,也并可以為同類性質(zhì)公司的市場(chǎng)營(yíng)銷提供參考借鑒作用。
[Abstract]:The steel industry is the core heavy industry of the construction and development of our country. The development of the steel industry is related to the lifeblood of the national economy. Since the founding of the people's Republic of China, China has always attached great importance to the construction of the steel industry. In order to improve the management mode of the steel industry in our country and strengthen the core competitiveness of the metal industry, we began to carry out the technological reform and the transformation of the management mode. With the beginning of 21th century, the development of the steel industry in our country gradually tended to be stable. The market tends to be saturated, which leads to many problems in the steel market, such as overproduction, fierce competition and so on. In such a difficult situation, the marketing mode of market-oriented management and strategic management is applied to the steel industry. Began to be favored by many steel enterprises. As one of the many domestic steel enterprises, Z Group Company is also facing such a bottleneck of product development. Making targeted marketing strategy according to market changes is the most urgent problem that Z Group Company is facing at present. In view of the shortcomings of Z Group Company in marketing management of steel products at present, To realize the new marketing strategy in the era of information development, to carry out the marketing layout of steel products in the new era, to open and expand the market, to achieve the expansion of sales performance, this paper is supported by the relevant marketing theories. This paper analyzes the current marketing background of Z Group Company, collects and collates domestic and foreign related marketing literature as the theoretical research material of the article, combines the characteristics of steel products and the shortcomings and limitations of Z Group Company in marketing. Applying 4P marketing theory and combining with specific optimization model, this paper makes a detailed analysis on the current situation of steel products marketing in Z Group Company, and points out the problems in marketing of Z Group Company, that is, the lack of strategic regulation and control of marketing. In the process of sales, the sales means are homogenized, the sales service is lack of technology, the pricing is not combined with the characteristics of steel products, the sales channels are too traditional, the marketing incentives are unreasonable, and so on. Disadvantages, opportunities and threats, on the basis of 4P theory analysis, this paper puts forward a marketing plan, including marketing promotion in close combination with the Internet platform, upgrading the technical professional level of sales personnel, and formulating price strategies according to modules and service contents. In the Internet platform to carry out channel promotion, develop a diversified incentive system and incentive methods. Finally, This paper puts forward some suggestions on the implementation of marketing strategy of Z Group Company in terms of organization and management guarantee. This paper studies the optimization of marketing strategy of steel products in Z Group Company. On the one hand, it can perfect the shortcomings of the traditional Z group company's steel product marketing, promote the z group company's steel product sale in the information age, benefit Z group company in the information economy age, mold the core competitiveness of the product on the other hand, As Z Group Company is one of the large service providers which belong to metal marketing as the main industry in China, the research on the optimization of marketing strategy of steel products of Z Group Company can also provide reference for the marketing of similar companies.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.31

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