本文選題：首秦公司 + 重點(diǎn)品種鋼　； 參考：《燕山大學(xué)》2014年碩士論文

【摘要】：世界鋼鐵市場(chǎng)總體上是買方市場(chǎng)，鋼鐵加工企業(yè)的經(jīng)營(yíng)也應(yīng)由以產(chǎn)品為中心轉(zhuǎn)向以客戶為中心。要使鋼鐵公司在激烈的市場(chǎng)競(jìng)爭(zhēng)中取勝，就勢(shì)必要走營(yíng)銷創(chuàng)新的道路。從營(yíng)銷觀念上看，就是要樹(shù)立現(xiàn)代營(yíng)銷觀念，包括市場(chǎng)觀念、全局觀念及人才觀念等等。在此基礎(chǔ)上，鋼鐵公司還要確立現(xiàn)代營(yíng)銷組織機(jī)構(gòu)和運(yùn)行機(jī)制，實(shí)施正確的營(yíng)銷戰(zhàn)略，進(jìn)而實(shí)現(xiàn)營(yíng)銷戰(zhàn)略的突破和創(chuàng)新。秦皇島首秦金屬材料有限公司是首都鋼鐵總公司、首長(zhǎng)國(guó)際公司有限公司和韓國(guó)現(xiàn)代重工業(yè)株式會(huì)社共同投資成立的寬厚板生產(chǎn)性鋼鐵公司。本文通過(guò)分析鋼鐵行業(yè)及營(yíng)銷戰(zhàn)略的國(guó)內(nèi)外研究現(xiàn)狀，結(jié)合秦皇島首秦金屬材料有限公司(簡(jiǎn)稱首秦公司)實(shí)際情況，分析鋼材市場(chǎng)的需求現(xiàn)狀，希望為首秦公司提出較為合理的市場(chǎng)營(yíng)銷策略。 首先，作者在閱讀大量有關(guān)市場(chǎng)營(yíng)銷相關(guān)理論的文獻(xiàn)資料以及對(duì)鋼鐵行業(yè)進(jìn)行深入分析的基礎(chǔ)上，通過(guò)深入走訪調(diào)研，收集了大量的一手資料，為進(jìn)一步深入研究奠定了基礎(chǔ)。 其次，本文以其實(shí)踐依托單位完成，在介紹國(guó)內(nèi)外鋼鐵行業(yè)市場(chǎng)營(yíng)銷的基本情況、鋼鐵行業(yè)市場(chǎng)營(yíng)銷的特點(diǎn)及相關(guān)理論的基礎(chǔ)上，對(duì)首秦公司市場(chǎng)營(yíng)銷的現(xiàn)狀、存在問(wèn)題進(jìn)行了深入的分析。 再次，深入分析首秦公司重點(diǎn)品種鋼的市場(chǎng)需求，結(jié)合實(shí)際情況提出了首秦公司市場(chǎng)營(yíng)銷的目標(biāo)。 最后，結(jié)合以上分析，論文提出了首秦公司重點(diǎn)品種鋼市場(chǎng)的總體營(yíng)銷策略，并詳細(xì)提出了三種鋼材市場(chǎng)的具體營(yíng)銷策略以使論文具有一定實(shí)踐可操作性。
[Abstract]:Generally speaking, the world steel market is a buyer's market, and the operation of iron and steel processing enterprises should be changed from product-centered to customer-centered. In order to win in the fierce market competition, iron and steel companies must take the road of marketing innovation. From the point of view of marketing concept, it is necessary to set up modern marketing concept, including market concept, overall concept and talent concept, and so on. On this basis, the iron and steel company should establish the modern marketing organization and operation mechanism, carry out the correct marketing strategy, and then realize the breakthrough and innovation of the marketing strategy. Qinhuangdao Shouqin Metal material Co., Ltd. is the Capital Iron and Steel Corporation, head International Co., Ltd. and Korea Hyundai heavy Industry Co., Ltd. Through analyzing the domestic and international research status of steel industry and marketing strategy, combined with the actual situation of Qinhuangdao Shou-Qin Metal material Co., Ltd (Shouqin Company), this paper analyzes the present situation of steel market demand. I hope to lead the Qin company to put forward a more reasonable marketing strategy. First of all, on the basis of reading a lot of literature about marketing theory and deeply analyzing the iron and steel industry, the author collects a lot of first-hand data through in-depth investigation, which lays a foundation for further research. Secondly, based on the introduction of the basic situation of domestic and foreign iron and steel industry marketing, the characteristics of steel industry marketing and related theories, this paper makes a research on the current situation of Shouqin company's marketing. The existing problems are deeply analyzed. Thirdly, the market demand of key steel varieties of Shouqin Company is analyzed, and the marketing target of Shouqin Company is put forward according to the actual situation. Finally, combined with the above analysis, the paper puts forward the overall marketing strategy of the key varieties of steel market of Shou-Qin Company, and puts forward the specific marketing strategies of three kinds of steel market in order to make the paper practical and operable.
【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.31;F274

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