【摘要】：鋼鐵工業(yè)“十二五”規(guī)劃提出以結(jié)構(gòu)調(diào)整、轉(zhuǎn)型升級(jí)為主攻方向，，擴(kuò)大高性能鋼材品種，同時(shí)，還將加強(qiáng)鋼鐵產(chǎn)業(yè)鏈延伸和上下游協(xié)同的發(fā)展。在如此的機(jī)遇面前，作為鋼貿(mào)企業(yè)如何抓住并利用好歷史機(jī)遇，是每一鋼貿(mào)企業(yè)都應(yīng)思考的問(wèn)題。鋼貿(mào)企業(yè)在中國(guó)鋼鐵行業(yè)演變的進(jìn)程中，必須根據(jù)市場(chǎng)競(jìng)爭(zhēng)環(huán)境的變化與自身的經(jīng)營(yíng)條件，制定合適的產(chǎn)品策略，從而鞏固自身競(jìng)爭(zhēng)優(yōu)勢(shì)。 本論文以鋼貿(mào)企業(yè)JC公司為研究對(duì)象，研究JC公司調(diào)整與實(shí)施產(chǎn)品策略原因、方式與取得的營(yíng)銷效果。本研究主要以產(chǎn)品質(zhì)量策略、產(chǎn)品組合策略、產(chǎn)品品牌策略理論為基礎(chǔ)，采用案例分析等多種方法，首先概述了JC公司經(jīng)營(yíng)現(xiàn)狀及產(chǎn)品狀況，從三個(gè)方面指出，原來(lái)的產(chǎn)品狀況已無(wú)法滿足JC公司高增長(zhǎng)的發(fā)展目標(biāo)。在JC公司做強(qiáng)做大的過(guò)程中，原來(lái)的產(chǎn)品狀況在強(qiáng)大的競(jìng)爭(zhēng)對(duì)手面前變得不堪一擊，無(wú)法滿足客戶新的需求、國(guó)家產(chǎn)業(yè)升級(jí)的需要，調(diào)整產(chǎn)品策略制定勢(shì)在必然。然后描述JC公司調(diào)整與實(shí)施產(chǎn)品策略的舉措及取得的營(yíng)銷效果。在案例介紹的基礎(chǔ)上，對(duì)案例進(jìn)行詳細(xì)的分析，以相關(guān)的產(chǎn)品策略為理論基礎(chǔ)對(duì)JC公司調(diào)整與實(shí)施產(chǎn)品策略進(jìn)行了案例分析。JC公司在銷售網(wǎng)絡(luò)和終端都占優(yōu)勢(shì)的情況下，抓住了微利時(shí)代，產(chǎn)品轉(zhuǎn)型升級(jí)的需要，做到了切實(shí)從顧客的需求出發(fā)，從產(chǎn)品的五個(gè)層次提高產(chǎn)品的質(zhì)量，擴(kuò)大產(chǎn)品組合，采用多品牌策略，最大限度地滿足顧客的需要，從而創(chuàng)造更多的產(chǎn)品價(jià)值、提高了企業(yè)的經(jīng)濟(jì)效益、提高產(chǎn)品的市場(chǎng)占有率、最大限度地獲得品牌轉(zhuǎn)換者的利益。最后，在案例分析的基礎(chǔ)上總結(jié)本案例帶給我們的啟示，期望為鋼材貿(mào)易行業(yè)的其它企業(yè)在制定產(chǎn)品策略提供參考借鑒。
[Abstract]:In the 12th five-year Plan of the iron and steel industry, structural adjustment, transformation and upgrading are the main targets to expand the variety of high-performance steel products. At the same time, the extension of the iron and steel industry chain and the collaborative development of the upstream and downstream will also be strengthened. In the face of such opportunities, how to seize and make good use of historical opportunities for steel trade enterprises is a question that should be considered by every steel trade enterprise. In the course of the evolution of steel industry in China, steel trade enterprises must formulate appropriate product strategies according to the changes of market competitive environment and their own operating conditions, so as to consolidate their competitive advantages. In this paper, the steel trading enterprise JC as the research object, the adjustment and implementation of JC company product strategy reasons, ways and achieved marketing results. Based on the theory of product quality strategy, product mix strategy and product brand strategy, this research adopts many methods such as case analysis and so on. Firstly, this paper summarizes the current situation of JC Company's operation and product status, and points out from three aspects. The original product condition has been unable to meet JC's high growth goals. In the process of strengthening and enlarging JC Company, the original product condition becomes vulnerable in front of the strong competitors, unable to meet the new needs of customers, the needs of national industrial upgrading, adjustment of product strategy is inevitable. Then describes the JC Company's adjustment and implementation of product strategy measures and achieved marketing results. Based on the introduction of the case, this paper makes a detailed analysis of the case, and analyzes the adjustment and implementation of the product strategy of JC Company on the basis of the relevant product strategy theory. JC Company has the advantage of both the sales network and the terminal in the case of the company's adjustment and implementation of the product strategy. We have grasped the needs of the micro-profit era and the transformation and upgrading of the products, achieved the goal of starting from the needs of the customers, improving the quality of the products from the five levels of the products, expanding the product mix, adopting multi-brand strategies, and meeting the needs of the customers to the maximum extent. So as to create more value of products, improve the economic benefits of enterprises, improve the market share of products, maximize the interests of brand changers. Finally, on the basis of case analysis, this paper summarizes the enlightenment of this case, and hopes to provide reference for other enterprises in the steel trade industry in formulating product strategies.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F273.2;F426.31

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