【作者】 王野；

【导师】 王丽杰；

【作者基本信息】 吉林大学 ， 工商管理， 2012， 硕士

【摘要】 一个国家国民经济的中流砥柱是钢铁，钢铁是国家的命脉，是这个国家生存和发展的物质基础。国民经济的重要产业基础无可置疑的说是——钢铁工业，钢铁产业是国家综合国力和经济水平的风向标。随着，最近几年我国国民经济蓬勃迅速发展，再加上国际钢铁的营销产业的转化，我国钢铁工业得到了进一步发展和取得了巨大成就。钢铁工业的贡献不单是为我国国民经济的高速发展起到了推动的作用，同时也为世界钢铁工业的发展和世界经济的发展起到了积极的作用。由于我国的钢铁生产规模大、速度快，所以，这些年来一直是世界上最大的钢铁产出国和消费国，07年我国更以5亿吨的年产量蝉联了世界第一大粗钢产量生产国，中国粗钢产量超过世界总产量的33%。钢铁物流产业的蓬勃发展也是由中国钢铁工业的快速发展带动起来的。国家的经济命脉可以说是与金属流通行息息相关的行业，对我国是否能够依然保持快速稳定的发展起到了重要的保障作用的也恰恰是钢铁流通产业。随着近年来中国的经济正在迅速的发展，各个行业对钢材需求也在随之增多，这同时也带动了钢铁流通行业的迅猛发展，与钢铁流通相关的企业也越来越多，物流行业的建立条件比以前有突飞猛进的发展和改善。目前我国各省、市、直辖市及自治区都拥有大量的钢铁经销商，各大中心城市还建立了钢铁物流产业园，某些大型钢铁企业也在异地设立销售公司，有的建立钢材加和工配送中心，国外一些物流公司和企业也正在向国内市场渗透。据统计现在我国单对金属产品的销售商已超过20万家。所以我国正加大力度建设现代化的且与这些金属产品的生产相配套的钢铁物流加工配送服务体系，努力建立以钢材市场演变而来的钢铁物流基，其最终的目标正朝着大型化、专业化、网络化的方向发展。现代物流产业正迅速崛起并蓬勃发展而且成为我国经济新的增长点，钢铁产业的现代物流建设也随之得到长足发展。另外，钢铁产业在发展物流建设上的积极性也使得金属加工和配送延伸产业得到了有力推动，钢铁企业出于自身产业需要和对物流业发展的乐观态度，投资流通行业的积极性高涨。沈阳Z公司的愿景是锻造为最具竞争力的钢铁供应链，但是公司的营销策略已经不能适应环境变化的要求，客户关系管理不到位、也没有树立品牌意识。因此，要实现沈阳Z的目标，营销策略就要与时俱进，才能够加速发展壮大，。现阶段，随着市场经济的不断增长，已逐渐摆在企业面前的一个重要的研究课题就是在面对激烈的竞争形势的同时，关键是要把握好市场，而对于钢铁物流企业来说，如何依据客户需求调整自身的营销策略，与钢厂建立产业联盟，加快业务的升级调整；在重新树立品牌形象的同时，建立良好的客户关系，通过提升服务质量、加强宣传活动、注重口碑营销来扩大品牌认知度。已经成为了现今钢铁物流企业的重要课题之一。此课题在结合自己工作实践的基础上，通过所学的理论策划和品牌营销学，就针对于国内民营钢铁企业品牌发展中品牌营销战略、品牌定位和品牌控制现存有的问题以及在此阶段所面临的外部环境与内部环境的特点，在结合沈阳Z公司的实例进行实证剖析的同时，利用策划学中的系统全胜原理对我私营钢铁企业的品牌营销进行了分析。本文分为五个部分，第一部分是具体介绍沈阳Z公司经营概况，第二部分是对沈阳Z公司面临的营销环境进行具体分析，第三部分是对沈阳Z公司营销环节中存在的问题及其成因进行具体分析第四部分阐述沈阳Z公司营销策略的构建第五部分是具体对沈阳Z公司营销策略的实施措施进行阐述。希望通过此论文将所学营销策略理论与实践有机的结合起来，促进未来沈阳Z公司的发展和个人工作能力的提升。更多还原

【Abstract】 Iron and steel industry is the mainstay of national economy and the pulse of acountry. Iron and steel industry is also the material guarantee for the survival anddevelopment of a country. Irony and steel industry is the very important foundationindustry of national economy. It is the sign of a national economy level andcomprehensive national strength. As long as the transition of international industryand the speed development of national economy, our Iron and steel industry hasachieved tremendous achievement. Chinese Iron and steel industry not only does agreat contribution to speed up the development of national economy, but also does thepositive promotion to the world economy and the development of the world Iron andsteel industry. Chinese iron production has the characteristic of large scale, fast speedand so on. China has been the biggest iron production country and expense country.In the year of2007, China has produced forty eight point nine million ton, depend onthat, china has become the biggest production country in the world. That productionhas exceeded the third of the world total output.The development of Chinese iron and steel industry has also put in motion ofiron and steel logistics speed development. Iron and steel industry, the lifeline ofcountries economic, have played a very important role in safeguarding of the fastdevelopment. In recent years, with the rapid development of Chinese economicconstruction, iron and steel demand is increasing year by year. Iron and steel logisticsbasic installation and equipment condition has a bigger development andimprovement. In the wake of speed development of our iron and steel industry, ironand steel logistics logistic industry has also has a rapid development. At the moment,there is a good deal of iron dealer all over Chinese province, city, and municipalityand directly under the jurisdiction of city. In several centre city has built the iron andsteel logistic industry plant. Some big Iron and steel enterprise establish marketingcompany in many place of China. Some go them has built distribution centre of iron and steel industry production. Foreign logistic company has also permeated to inlandmarket. In resent years, we have more than one hundred and fifty thousand iron andsteel production dealer. China has devoted us to build the modern iron and steelproduction and distribution service system, in order to promote the national economicdevelopment. The iron and steel logistic base which extend of iron and steel markethas turn towards large scale, professionalization, and networked direction todevelopment. Modern logistic industry as the newest growth points of Chineseeconomy is rising abruptly and developing flourish. The modern logistic industry ofiron and steel has also has a great progress as long as above factors. In additional, ironand steel enterprise has a very positive promotion of physical distribution. At thesame time, iron and steel enterprise also give the great push forward to the iron andsteel extend industry. Iron and steel enterprise proceed from their own developmentrequired and the optimistic manner to logistic industry. iron and steel enterprise havevery high enthusiasm to invest the logistic industry.Shenyang Z Company hopes to become the iron and steel supply chain whichhas most competitiveness. But in some circumstance, the marketing strategy ofShenyang Z Company at the present stage cannot adapt the required for the change ofenvironments. They have a great deal of problems, such as not enough publicrelationship activities, no sense to build their own brand, in order to let the customerto remember Shenyang Z Company when some refer to the iron and steal company.For this reason, if we want to realize the long term goal of Shenyang Z Company, tospeed up and strengthen the company development, we must make the marketingstrategy development with the time pass. The steel circulation industry appears on thehorizon and steel logistics enterprises are more and more. What we have referred toabove is the key to grasp the market for enterprises facing the fierce competition.How to adjust its marketing strategy based on the needs of customers to establish abrand image and very good customer relations has become one of the importantissues during the new period. According to the theory of marketing mix this paperdeeply analysis the marketing strategy of Shenyang Z Company. Based on theco-place mode of Shenyang Z Company, customer relationship and brand awareness,the article proposes the following recommendations. Shenyang Z Company establishes strategic alliances with steel enterprises and actively use commissioningagency. And it has to speed up the adjustment of business upgrading. Shenyang ZCompany should build files of customers to distinguish the key customers and thegeneral customers and maintain customers upgrading. Shenyang Z Company shouldbuild files of customers to distinguish the key customers and the general customersand maintain customers. Shenyang Z Company also should expand brand awarenessby improving service quality, strengthening the promotion and paying attention toword of mouth marketing. Above all has become one of the important issues of thenew period steel logistics enterprise.This topic is base on my own work practice, by using brand marketing andplanning theory I have learned in the MBA courses, and also based on the domesticprivate enterprise brand developing brand marketing strategy, brand positioning andbrand control existing problems, and facing at present the external environment andinternal characteristics of its own, in combination with Shenyang Z company exampleof empirical analysis, at the same time citing planning study of the principle of thesystem in China’s private enterprise brand marketing to analyze. Shenyang ZCompany is a small and medium-sized private enterprise of iron and steals industry inthe northeast of China. It has the general characteristic of many this kind of company.It is a very good representative of them. This article totally has five parts, in the firstpart, give the general look of Shenyang Z Company, and introduce the operationgeneral situation. For example, introduce the develop process, the companyorganization chart, and the marketing mode. In the second part, this article analyzesthe marketing environment which Shenyang Z Company facing now, such as thepolitical and law, the economy and the completion environment. In the third part, thisarticle generally talk the exist problem of Shenyang Z Company in marketing andanalyze the cause of this problems. In the fourth part, discuss the construction ofmarketing strategy of Shenyang Z Company. In one hand, the article talks themarketing strategy orientation, and in another hand, the article talks the choosing ofmarketing strategy. At neither last but nor least, this article expounds the implementof marketing strategy and guarantee measure of Shenyang Z Company. I hopethrough this article to use the knowledge which I have learn in the NBA courses in Jilin University to solve the practical problem, as the same time to combine my ownwork experience to solve the existing problem in Shenyang Z Company, in order topush forward the development of small and medium-sized private enterprises of ironand steel industry in the northeast of China.更多还原