【作者】 张丹；

【导师】 逯宇铎；

【作者基本信息】 大连理工大学 ， MBA（专业学位）， 2014， 硕士

【摘要】 近年来,随着我国钢铁企业的不断发展,国家也大力发展出口事业,国际上越来越多的用户接受并认可中国的产品质量,国际化水平大大提升。在这样的背景下,钢铁企业在国际市场上不仅要应对国内同行的竞争,更要面对来自国外钢铁生产企业的冲击。因此,机遇和挑战并存是钢铁生产企业面临的切实环境。对于企业来说,营销策略是其可控制的战术性营销工具,是影响产品需求的行为,公司用这些营销工具组合可以得到其想要的目标市场反馈。在竞争越发激烈的买方市场上,制定营销策略对于生产制造企业来说还具有非常强的战略意义。有效的营销策略不仅可以帮助企业获得更高的销售额,还可以帮助企业塑造竞争对手难以模仿的竞争优势。A公司是一家专业从事钢材进出口贸易的跨国公司,国际金融危机对于全球的负面影响在2012年有了比较明显的表现。该公司的业务发展很不理想,业务量比起2011年有了比较明显的下降,老客户的订单明显减少,新客户开发非常困难,价格竞争非常激烈,利润空间越来越小。因此,A公司寻求新的市场营销策略以改善销售现状迫在眉睫。本文旨在为了帮助A公司高效、顺利地实现公司在印度钢板市场销售的目标,并获得高水平的营销绩效。论文共分为六个部分：第一章对本文的研究背景、研究方法、技术路线、研究内容和结构进行了阐述；第二章回顾了营销战略和策略的相关理论,为提出A公司的营销策略组合提供理论基础;第三章对A公司的外部环境进行了剖析,包括宏观环境和行业环境；第四章对A公司内部条件进行了分析,包括资源和能力；第五章在基于前述分析和讨论,对A公司进了SWOT综合分析并提出公司营销策略组合——产品、价格、渠道和促销；第六章提出了针对A公司有效实施营销策略的保障措施。更多还原

【Abstract】 In recent years, with the continuous development of China’s iron and steel enterprises, and the government’s support of the export business, more and more international end users accept and recogdnize China’s product quality.For the manufacturing enterprises, marketing strategy is a tactical marketing tool which can be controlled, and can affect product demand, enterprises use mix of these marketing tools can get their desired target market feedback. Efficient marketing strategy can not only help enterprises achieve higher sales, but also can help enterprises to create competitive advantage is difficult for competitors to imitate.A company is a professionally engaged in steel trade for import and export,it is a multinational company. With the deepening of the financial crisis, the global negative impact is very obvious in2012. The company’s business development is not very ideal, volume had obvious decline compared with2011. Old customers’orders decreased significantly, the development of new customer is very difficult, the price is very competitive, the profit space are getting smaller. so it is very urgent to find a new sales policy for A company.This paper aims to help A company efficiently and smoothly achieve the sales goals in steel market in India, and obtain a high level of marketing performance. The dissertation includes the following six parts:The first chapter elaborates the background, research methods, technical routes, content and structure of the research.The second chapter reviews the theories of marketing strategy and tactics, and provide a theoretical basis for marketing mix of A company.The third chapter analysis the external environment of A company, including macro environment and industry environment.The four chapter discuses the internal conditions of A company, including internal resources and capabilities.Based on the above analysis, the five chapter gives the SWOT analysis for A company, and then put forward the marketing mix for the company, including four aspects of product, price, place and promotion.The last chapter proposes the safeguards for A company to implement marketing mix effectively.更多还原