本文選題：鋼鐵 + 營銷環(huán)境分析��； 參考：《四川師范大學(xué)》2015年碩士論文

【摘要】：鋼鐵行業(yè)一直以來是國家的重大支柱產(chǎn)業(yè),數(shù)以萬計(jì)的鋼鐵貿(mào)易商在該產(chǎn)業(yè)中發(fā)揮著重要作用。但在經(jīng)歷了相當(dāng)長的高速增長階段以后,鋼鐵生產(chǎn)行業(yè)產(chǎn)能過剩、盈利水平下滑等問題逐漸顯露,從而也使鋼鐵貿(mào)易企業(yè)陷入了銷售受阻、融資困難、贏利水平降低等困境。為了擺脫鋼鐵貿(mào)易企業(yè)所處的不利處境,不少企業(yè)都在鋼鐵貿(mào)易市場供大于求的買方市場背景下,千方百計(jì)尋找企業(yè)新的利潤增長點(diǎn)。本文以從事鋼鐵貿(mào)易的XH公司為研究對象,對該公司經(jīng)營狀況和內(nèi)外部環(huán)境進(jìn)行了較為全面的分析。文章認(rèn)為,撇開鋼鐵行業(yè)產(chǎn)能過剩的宏觀因素。造成XH鋼貿(mào)公司銷售及盈利持續(xù)下滑的主要原因是三個,一是鋼貿(mào)行業(yè)受鋼材價格持續(xù)下跌的影響較為嚴(yán)重,存貨資產(chǎn)過多造成嚴(yán)重虧損;二是XH鋼貿(mào)公司自身目標(biāo)市場選擇單一,三是XH公司營銷組合策略不能適應(yīng)當(dāng)前激烈的市場競爭。因此,要扭轉(zhuǎn)XH公司的處境,必須通過重新選擇目標(biāo)市場和改進(jìn)營銷組合策略來降低經(jīng)營風(fēng)險(xiǎn),提高銷售和盈利能力。要實(shí)現(xiàn)這一目標(biāo),XH公司必須把優(yōu)化營銷體系作為總體策略,從目標(biāo)市場重新選擇、調(diào)整供貨結(jié)構(gòu)、改進(jìn)營銷渠道、實(shí)行差異化價格策略等方面入手來構(gòu)建企業(yè)新的營銷體系。只有這樣XH公司才能在日趨激烈市場競爭中下走出困境,實(shí)現(xiàn)企業(yè)的可持續(xù)發(fā)展。
[Abstract]:Steel industry has always been a major pillar industry, tens of thousands of steel traders play an important role in the industry.However, after a long period of rapid growth, the problems of overcapacity and decline of profit level in iron and steel industry have been gradually revealed, which makes the iron and steel trade enterprises fall into difficulties such as blocked sales, difficult financing and low profit level.In order to get rid of the disadvantage of the iron and steel trade enterprises, many enterprises try their best to find the new profit growth point under the background that the supply exceeds the demand in the iron and steel trade market.This paper takes XH Company, which is engaged in steel trade, as the research object, and makes a comprehensive analysis of the company's operating situation and internal and external environment.The article thinks, the macroscopical factor that sets aside iron and steel industry overcapacity.XH steel trading company sales and profit continued to decline due to three main reasons, first, the steel trade by steel prices continue to fall more seriously, excessive inventory assets caused by serious losses;Second, XH Steel Trading Company's own target market choice is single, third, XH company's marketing combination strategy can not adapt to the current fierce market competition.Therefore, in order to reverse the situation of XH Company, it is necessary to reduce the operating risk and improve the sales and profitability by re-selecting the target market and improving the marketing mix strategy.In order to achieve this goal, XH Company must take the optimization of marketing system as the overall strategy, from the target market re-selection, adjust the supply structure, improve marketing channels, implement differentiated price strategy to build a new marketing system.Only in this way can XH Company get out of the predicament and realize the sustainable development in the increasingly fierce market competition.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.31;F721

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 楊超;A鋁型材公司市場營銷策略研究[D];四川師范大學(xué);2014年

，

本文編號：1763651