【摘要】：中國是鋼鐵生產(chǎn)大國，我國的鋼產(chǎn)量早在1996年就超過了一億噸，成為世界第一鋼鐵生產(chǎn)大國。從歷史數(shù)據(jù)來看，近十年里（2002-2011年）我國的鋼產(chǎn)量連續(xù)位居世界第一的行列。我國同時也是一個鋼鐵消費大國，目前我國的鋼鐵消費量大約占世界的32%。面對如此巨大的消費市場，鋼鐵的營銷問題已經(jīng)成為一個鋼鐵企業(yè)乃至鋼鐵行業(yè)所亟待解決的問題。 傳統(tǒng)的市場營銷策略4P組合策略（即產(chǎn)品、價格、渠道和促銷）是麥卡錫教授于1960年提出的。然而二十一世紀的市場營銷環(huán)境是市場極度細化，消費群體進一步分化，數(shù)量逐漸變小，趨向更細致的營銷環(huán)境。許多企業(yè)想僅僅在產(chǎn)品、價格、渠道和促銷等營銷要素上做直線式的運動已經(jīng)不再能適應(yīng)二十一世紀的市場需求。因此我們需要建立一種新型的營銷模式——網(wǎng)格化營銷模式。 網(wǎng)格化營銷是近幾年出現(xiàn)的一種非中心、非平面的新型營銷策略。它是指企業(yè)的營銷模式以及營銷資源以一種網(wǎng)格化狀態(tài)存在，這種網(wǎng)絡(luò)化不會因為損失幾個網(wǎng)格而影響企業(yè)的整體性生存，這就大大降低了企業(yè)的營銷風險。網(wǎng)格化營銷主要是利用各種有效的營銷工具和方式，將企業(yè)有限的營銷資源重新分配并組合，從而獲得最大的收益。 此篇文章是基于市場營銷管理理論的基礎(chǔ)之上，結(jié)合國豐鋼鐵有限公司的實際情況，通過運用SWOT分析法、PEST分析法等方法，對國豐鋼鐵有限公司的內(nèi)外部環(huán)境以及行業(yè)競爭環(huán)境進行了分析，并深入剖析國豐公司所面臨的機會與威脅、優(yōu)勢與劣勢。最后將理論與實際相結(jié)合，，制定出國豐鋼鐵有限公司的網(wǎng)格化市場營銷策略，并對網(wǎng)格化營銷策略的可行性進行了評估。
[Abstract]:China is a big country in iron and steel production. China's steel output exceeded 100 million tons in 1996, making China the world's largest steel producer. According to historical data, China's steel production has been ranked first in the world in the past ten years (2002-2011). At the same time, China is also a large country of steel consumption, which accounts for about 32% of the world's steel consumption. In the face of such a huge consumer market, the problem of steel marketing has become an urgent problem for steel enterprises and even the steel industry. The traditional marketing strategy 4 P combination strategy (that is, product, price, channel and promotion) was put forward by Professor McCarthy in 1960. However, the marketing environment in the 21 century is extremely refined, the consumer group is further divided, the quantity is gradually smaller, and the marketing environment tends to be more detailed. Many companies want to do only in the product, price, channel and promotion and other marketing elements of the straight-line movement is no longer able to adapt to the 21 century market demand. Therefore, we need to establish a new marketing model-grid marketing model. Grid marketing is a new non-central and non-planar marketing strategy in recent years. It means that the marketing mode and marketing resources of enterprises exist in a gridded state. This kind of network will not affect the overall survival of enterprises because of the loss of several grids, which greatly reduces the marketing risks of enterprises. Grid marketing mainly uses all kinds of effective marketing tools and methods to redistribute and combine the limited marketing resources to obtain the maximum profit. This article is based on the marketing management theory, combined with the actual situation of Guofeng Iron and Steel Co., Ltd., through the use of SWOT analysis method and pest analysis method. This paper analyzes the internal and external environment of Guofeng Iron and Steel Co., Ltd and the competition environment of the industry, and deeply analyzes the opportunities and threats, strengths and weaknesses of Guofeng Iron & Steel Co., Ltd. Finally, combining theory with practice, the author formulates the grid marketing strategy of Guofeng Iron and Steel Co., Ltd., and evaluates the feasibility of grid marketing strategy.
【學(xué)位授予單位】：河北聯(lián)合大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.31;F274

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