本文關鍵詞： 營銷策略 工業(yè)品營銷 焊接鋼管　出處：《哈爾濱理工大學》2014年碩士論文　論文類型：學位論文

【摘要】：本文研究的主要對象是寧波浙華鋼管有限公司的焊接鋼管營銷策略。自2012年始伴隨著全球經(jīng)濟增長速度持續(xù)放緩甚至衰退，我國鋼管行業(yè)也面臨越來越嚴峻的考驗，很多企業(yè)往往只把營銷當成簡單的銷售，沒有上升到企業(yè)的策略層面，他們往往沒有營銷策略，或是策略不科學與不合理，都會導致盲目擴張、競爭乏力、執(zhí)行不利、成長無后勁等這些問題的產(chǎn)生。同時寧波浙華鋼管公司也面臨著激烈的市場競爭環(huán)境，為次必須要制定合適的營銷策略。 本文首先全面分析了焊接鋼管市場的現(xiàn)狀、發(fā)展前景和公司的宏微觀環(huán)境。在對公司的現(xiàn)有營銷狀況進行分析后，進行了焊管產(chǎn)品的市場細分，并制定了目標市場定位策略。隨后對公司的營銷策略進行分析，包括價格策略、渠道策略、促銷策略及服務策略。最后介紹了營銷策略的實施與控制，并提出了寧波浙華鋼管有限公司鋼管應致力于產(chǎn)品質(zhì)量的提高和產(chǎn)品結構的優(yōu)化，建議開發(fā)有用自建碼頭以利于超長鋼管的競爭力。如果能夠擁有自建碼頭將大大提高后期焊管市場中超長鋼管的競爭力，，更好的實現(xiàn)公司的整體營銷目標。 本文應用的理論基礎是各種市場營銷經(jīng)典理論，包括大客戶理論、4Ps營銷組合理論、差異化定價理論等。以寧波浙華鋼管為例來研究對其現(xiàn)有的策略評估與修正，從而形成高效合理的營銷策略將保證該企業(yè)長期持續(xù)地發(fā)展，希望能為國內(nèi)焊接鋼管的其他相關企業(yè)的市場營銷提供理論幫助。
[Abstract]:The main research object of this paper is the marketing strategy of welded steel pipe of Ningbo Zhejiang Steel Pipe Co., Ltd. Since 2012, the global economic growth has been slowing down or even declining. China's steel pipe industry is also facing a more and more severe test, many enterprises tend to take marketing as a simple sales, not to rise to the strategic level of the enterprise, they often do not have a marketing strategy. Or unscientific and unreasonable strategy will lead to blind expansion, weak competition, unfavorable execution, no growth and so on. At the same time, Ningbo Zhejiang Steel Pipe Company is also facing a fierce market competition environment. Appropriate marketing strategies must be developed for the second time. First of all, this paper comprehensively analyzes the status quo, development prospects and macro and micro environment of welded steel pipe market. After analyzing the current marketing situation of the company, the market segmentation of welded pipe products is carried out. Then the marketing strategy of the company is analyzed, including price strategy, channel strategy, promotion strategy and service strategy. Finally, the implementation and control of marketing strategy are introduced. It is pointed out that Ningbo Zhejiang Steel Pipe Co., Ltd should devote itself to the improvement of product quality and the optimization of product structure. It is suggested to develop useful self-built wharf in order to benefit the competitiveness of super-long steel pipe. If we can have self-built wharf, we will greatly improve the competitiveness of super-long steel pipe in the later welded pipe market, and better realize the overall marketing target of the company. The application of this paper is based on a variety of classic marketing theories, including the theory of large customer marketing combination theory of 4Ps. Take Ningbo Zhejiang Steel Pipe as an example to study the evaluation and revision of its existing strategies, thus forming an efficient and reasonable marketing strategy will ensure the long-term sustainable development of the enterprise. Hope to be able to domestic welded steel pipe other related enterprises to provide theoretical assistance for marketing.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.4

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