本文選題：高溫承壓用合金鋼　切入點(diǎn)：銷售現(xiàn)狀　出處：《華北電力大學(xué)》2015年碩士論文

【摘要】：高溫承壓用合金鋼是鋼鐵行業(yè)中的高端產(chǎn)品,具有極強(qiáng)的高溫強(qiáng)度和抗蠕變性能。因其優(yōu)秀的材料力學(xué)性能會被廣泛應(yīng)用于電力、石油、石化、航空、軍事,尤其是超臨界、超超臨界電站鍋爐和電站汽水管道上。對于我國高溫承壓用合金鋼生產(chǎn)企業(yè)來說,在不掌握核心冶煉及加工技術(shù),市場競爭處于劣勢地位的情況下,如何需要通過產(chǎn)品設(shè)計、生產(chǎn)以及市場營銷等途徑,來確保產(chǎn)品在銷售過程中可以取得良好的業(yè)績,鞏固本土企業(yè)的成本優(yōu)勢有著重要作用。如何轉(zhuǎn)變目前高端產(chǎn)品90%依賴進(jìn)口的狀況,除了產(chǎn)品研發(fā)外,營銷模式的優(yōu)化設(shè)計是企業(yè)市場營銷中最為重要的內(nèi)容。自2008年金融危機(jī)以來,我國火電投資增長逐漸放緩。高溫承壓用合金鋼生產(chǎn)企業(yè)在銷售過程中由于受到營銷環(huán)境變化的影響,需要對企業(yè)的經(jīng)營進(jìn)行一定的調(diào)整和優(yōu)化,并要在此基礎(chǔ)上來創(chuàng)設(shè)一個適用性更強(qiáng)的營銷模式,進(jìn)一步提高企業(yè)在營銷過程中市場資源的可控性和競爭力,是幫助企業(yè)在激烈的市場競爭中獲取最終勝利的制勝砝碼,是本論文在研究中的核心內(nèi)容。本文從國內(nèi)鋼鐵及高溫承壓用合金鋼市場的競爭大環(huán)境出發(fā),針對高溫承壓用合金鋼生產(chǎn)企業(yè)的銷售現(xiàn)狀及存在問題進(jìn)行分析,運(yùn)用現(xiàn)代營銷理論知識提出了高溫承壓用合金鋼生產(chǎn)企業(yè)營銷模式構(gòu)建和管理的要點(diǎn),同時提出扁平化渠道戰(zhàn)略來進(jìn)一步加強(qiáng)營銷渠道管理。本文主要以現(xiàn)代營銷理論以依據(jù)對某高溫承壓用合金鋼生產(chǎn)企業(yè)營銷模式的重構(gòu)進(jìn)行了探討,特別是依據(jù)高溫承壓合金鋼市場的特點(diǎn)建設(shè)有創(chuàng)新的營銷模式是對企業(yè)現(xiàn)有營銷資源的高度整合,同時通過數(shù)個案例,深度剖析了多個國際知名廠商在這個市場上的戰(zhàn)略布局和營銷策略,以及營銷策略產(chǎn)生的不同結(jié)果。同時分析本土企業(yè)的現(xiàn)狀,面對的困境,以及如何通過適當(dāng)?shù)臓I銷方式的脫困。本文對于其他重工企業(yè)來說依舊具備一定的借鑒意義。
[Abstract]:High temperature pressure alloy steel is one of the high-end products in the steel industry. It has very strong high temperature strength and creep resistance. Because of its excellent mechanical properties of materials, it will be widely used in power, petroleum, petrochemical, aviation, military, especially supercritical. Ultra supercritical power station boilers and steam and water pipelines of power stations. For the domestic high temperature and pressure bearing alloy steel production enterprises, how to pass product design without mastering the core smelting and processing technology, and the market competition is in a disadvantaged position, Production, marketing and other means to ensure that products in the process of sales can achieve good performance, consolidate the cost advantage of local enterprises play an important role. How to change the current high-end products 90% dependence on imports, In addition to product research and development, the optimization of marketing model is the most important content in enterprise marketing. Since the 2008 financial crisis, The growth of thermal power investment in China is slowing down gradually. Due to the influence of the change of marketing environment, the enterprises producing alloy steel for high-temperature and pressure-bearing need to adjust and optimize the operation of the enterprises. On this basis, we should create a more applicable marketing model, further improve the controllability and competitiveness of market resources in the marketing process, which is the winning weight to help enterprises to obtain final victory in the fierce market competition. It is the core content of this paper. From the competitive environment of domestic steel and high temperature pressure alloy steel market, this paper analyzes the current sales situation and existing problems of high temperature pressure alloy steel production enterprises. Based on the modern marketing theory, the main points of marketing mode construction and management for alloy steel production enterprises with high temperature and pressure are put forward. At the same time, the flat channel strategy is put forward to further strengthen the marketing channel management. This paper mainly discusses the restructuring of the marketing mode of a high-temperature and pressure-bearing alloy steel production enterprise based on the modern marketing theory. In particular, the construction of innovative marketing models based on the characteristics of the high-temperature pressure alloy steel market is a high degree of integration of the existing marketing resources of the enterprises, and at the same time through several cases, This paper deeply analyzes the strategic layout and marketing strategy of many well-known international manufacturers in this market, as well as the different results of marketing strategies. At the same time, it analyzes the current situation of local enterprises and the difficulties they face. And how to get rid of difficulties through proper marketing. This paper still has some reference significance for other heavy industry enterprises.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.31

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