临钢中厚板产品营销战略研究.pdf

西安建筑科技大学硕士学位论文

临钢中厚板产品营销战略研究

专业:工商管理
硕士生:郭颖强
指导教师:杨建平教授
摘要
钢铁行业做为国家的支柱型重工业,在国家的大力扶持下,近些年取得了大
规模的突飞猛进的发展,粗钢产量也由 2009 年的 亿吨,递增至 2010 年的
亿吨,2011 年已突破 亿吨,展示了我国经济发展的持续动力。但随着国
际金融危机的发生,国内中厚板生产线持续增加导致的产能成倍扩增,做为太钢
集团临汾钢铁公司(以下简称临钢公司)的主要产品,在建筑、机械、桥梁、石
化、电力、汽车、造船、军工等行业有着广泛用途的中厚板产品,由于基础供需
关系的持续失衡,与周边钢厂的产品竞争日趋白热化,加之上游原燃料价格的连
续上涨,利润空间逐渐缩小,甚至出现亏损现象。企业自身营销策略的僵化以及
钢铁市场环境的变化,使临钢中厚板产品营销战略的制定变得更加紧急迫切。
本文以此为背景,通过对企业内外部环境进行分析,运用 SWOT 分析法,综
合分析了企业经营的机会与威胁、优势与劣势,在此基础上制定了适合临钢现状
的市场营销战略。首先对市场营销和企业战略相关理论进行了综述;其次运用
PEST 分析法对外部环境进行了分析;然后从地理位置及生产能力、产品结构及竞
争力、营销组织及信息化、新产品开发能力、产品市场地位及盈利能力及营销渠
道等六个方面对临钢的内部营销环境进行了详细分析;最后着重运用 SWOT 分析
法制定了临钢中厚板产品的市场营销战略及战略实施控制要点。

关键词:中厚板;市场营销;企业战略;SWOT 分析;战略实施
西安建筑科技大学硕士学位论文

Research on marketing strategy of Medium and Heavy plate
products for Linfen pany

Speciality:Business Administration
Author: Guo Ying-qiang
Adviser: Professor. Yang Jian-ping
Abstract
With the country’s strong support, Chinese steel industry, as the pillar industry of
China, has made great development in large scale recent years. The output of crude steel
has increased from million tons in 2009 to million tons in 2010 and it is
likely to make a breakthrough of 650 million tons in 2011, which shows the continued
driving force of the China’s economic development. However, with the appearance of
international financial crises and the doubling growth of production capacity led by the
Increasing domestic plate production line, the plate products, as the main products of
Linfen pany and the widely used products in industries like construction,
machinery, bridges, petrochemical, power, automotive, shipbuilding, military, is facing
a petition with the surrounding panies. Due to the contin
-uing imbalance in the basic relationship between supply and demand, the fierce
competition, and the continuous rise of the raw fuel prices, the profit of steel industries
is gradually narrowing, or even l