【摘要】：鋼鐵產業(yè)是現代工業(yè)發(fā)展的“糧食”，是基礎支柱性產業(yè)。隨著我國經濟水平的快速發(fā)展和騰飛，宏觀經濟的不確定性給鋼鐵工業(yè)的發(fā)展也帶來了不確定因素，有市場危機但同時也是契機。如何才能讓包頭鋼鐵（集團）公司（以下簡稱包鋼集團）的無縫鋼管產品擺脫現在的困境，運用怎樣的營銷策略，可以在未來不久的時間內進入到國際市場，是論文研究的重點。同時在分析和研究的過程中，總結出當前鋼鐵市場的綜合發(fā)展趨勢以及制約其發(fā)展的影響因素，結合國內外鋼鐵行業(yè)的發(fā)展趨勢，理論與實際相結合進行綜合分析，為使包鋼集團在未來鋼鐵市場中獲得更具有前瞻性的發(fā)展做準備，，相信不僅能夠使包鋼集團走出當前的銷售困境，還能在不久的將來獲得長足的發(fā)展。 本文將分為三個部分對論文展開分析和研究。首先對當前全球鋼鐵市場的整體生產、供需情況做全面性的回顧和分析，并對以往鋼鐵市場的發(fā)展情況結合現存的實際情況進行合理評估和預測，根據預測分析出目前鋼鐵市場所面臨的主要問題及原因，同時結合包鋼集團所面臨的主要問題及困境，再進行綜合性的對比得出存在困難的主要原因。其次綜合分析當前鋼鐵市場的國際營銷環(huán)境，以及包鋼集團內部的營銷環(huán)境，這都將是本文課題所研究的主要內容。不僅針對鋼鐵市場的整體供需狀況和營銷環(huán)境進行全面分析，又對包鋼集團如何排除現在的營銷困境，未來進入到國際化競爭市場尤為重要。最后，基于精準營銷理論，為包鋼集團無縫鋼管產品國際市場營銷戰(zhàn)略的選擇以及為包鋼集團無縫鋼管產品制定出一份適合其自身產品、市場的營銷策略，將是論文研究的重點。希望論文的研究能夠為包鋼集團無縫鋼管產品的國際市場營銷起到一定的理論參考作用。
[Abstract]:Iron and steel industry is the grain of modern industrial development, is the basic pillar industry. With the rapid development and take-off of China's economic level, macroeconomic uncertainty has also brought uncertainty to the development of iron and steel industry, there is a market crisis but also an opportunity. How can we get rid of the current predicament of seamless steel pipe products of Baotou Iron and Steel (Group) Company (hereinafter referred to as Baotou Iron and Steel Group), and what kind of marketing strategy can be used to enter the international market in the near future? It is the focus of this paper. At the same time, in the process of analysis and research, this paper summarizes the comprehensive development trend of the current iron and steel market and the influencing factors that restrict its development, combined with the development trend of the iron and steel industry at home and abroad, the combination of theory and practice to carry on the comprehensive analysis. In order to make Baotou Iron and Steel Group get more forward-looking development in the future steel market, it is believed that Baotou Iron and Steel Group can not only get out of the current sales predicament, but also make great progress in the near future. This paper will be divided into three parts to carry out analysis and research on the paper. First of all, this paper makes a comprehensive review and analysis of the overall production, supply and demand of the current global steel market, and makes a reasonable assessment and prediction of the development of the steel market in the past combined with the existing actual situation. According to the forecast, this paper analyzes the main problems and causes faced by the steel market at present, and combined with the main problems and difficulties faced by Baotou Iron and Steel Group, and then makes a comprehensive comparison to obtain the main reasons for the difficulties. Secondly, a comprehensive analysis of the current international marketing environment of the iron and steel market, as well as the internal marketing environment of Baotou Iron and Steel Group, which will be the main content of this paper. It is not only a comprehensive analysis of the overall supply and demand situation and marketing environment of the iron and steel market, but also how to get rid of the current marketing dilemma of Baotou Iron and Steel Group, and it is particularly important to enter the international competitive market in the future. Finally, based on the precise marketing theory, this paper formulates a marketing strategy suitable for its own products and marketing strategies for the international marketing strategy of seamless steel pipe products of Baotou Iron and Steel Group and for the seamless steel pipe products of Baotou Iron and Steel Group. Will be the focus of the paper. It is hoped that the research of this paper can play a theoretical reference role in the international marketing of seamless steel pipe products in Baotou Iron and Steel Group.
【學位授予單位】：內蒙古財經大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.31

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本文編號：2495590