日照钢铁公司市场快速响应机制的分析.pdf

河北工业大学工商管理硕士( MBA )学位论文 i 日照钢铁公司市场快速响应机制研究摘 要 自从 1996 年我国的钢铁产量超过亿吨之后,整个钢铁行业进入了发展的快车道,尤其在进入 21 世纪以来,我国钢铁产业粗钢产量年均增长在 % 。到 2010 年全国钢铁行业的产钢量已经达到 6亿吨,远超其他国家钢铁产量总和,同时作为钢铁重要原材料的铁矿石也经历了暴涨的过程,从十几美金一路攀升到 170 美金以上。另一方面,伴随着钢铁行业产能的逐年扩张, 钢铁的需求达到顶峰并有下探的趋势, 钢材的价格也跌宕起伏。 2008 年经济危机后全球钢价一路下滑,几近腰斩, 2010 年后一直在底部徘徊,钢铁生产企业的利润空间越来越低,困难重重。日照钢铁有限公司是从 2003 年开始建厂,面对复杂的国内国外环境,日钢钢铁能够迎难而上,在扩大产能的同时,增加自身的盈利能力,短短几年时间成长为拥有 1200 万吨产能的大型钢铁生产企业,位列全国民营钢铁企业的第二名,成为钢铁行业圈内的一段佳话。在日照钢铁建厂初期,因其“180 天建厂”的超快建设速度,赢得了“日钢速度”的称号。在日后的生产经营中,日照钢铁依靠其优越地理条件和独特管理模式,创造性的制定出快速响应机制,即要在最短的时间内对客户的需求做出反应,永远走在竞争者的前头,使得自己的产品快速进入市场,创造最大的自身效益和客户效益,实现双赢的局面。快速响应机制的建立,标志着企业间的竞争已经进入到时间竞争的时代。本文从日照钢铁有限公司的营销策略出发,了解了快速响应机制制定的前提条件,阐述了快速响应机制的含义和内涵,分析其快速响应机制的设计原则和保障条件,并通过案例进行效果对比研究,给其他钢铁企业的发展留下可以借鉴的地方。关键词: 日照钢铁,速度,快速响应机制日照钢铁公司市场快速响应机制研究 ii MARKET RAPID RESPONSE MECHANISM OF RIZHAO STEEL ABSTRACT Since 1996, over one hundred million tons of steel production in China, the entire steel industry has entered a fast track of development, especially in entering the 21st century, the average annual growth in cr ude steel production of China' s iron and stee l industry %. Amount of steel production in the iron and steel industry in 2010 has reached 600 million tons, far more than the sum of the other countries, steel production, at the sa me time, important raw materials as steel, iron ore also experienced skyrocketing, all th e way up to 170 dollars or more than ten dollars . On the other hand, along with the year-on-year expa nsion of the production capacity of the steel industry, th e demand for steel and test a low trend peaked, ups and downs in the price of steel. Global steel prices have been d eclining after the 2008 economic crisis, almost cut in 2010 and has been hovering at the bottom, getting lower and lower profit margins of steel producers difficulties. Rizhao Iron and Steel Co., Ltd. from 2003 began to build factories the da y Steel rose to the challenge, the face plex domestic and fore ign environment