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论文编号：	12162
作者编号：	2320180339
上传时间：	2020/12/14 14:12:11
中文题目：	天津物产金属公司供应链集成业务服务营销策略研究
英文题目：	Research on Marketing Strategy of Supply Chain Integration Business Service of Tewoo Metal Company
指导老师：	吴晓云
中文关键字：	供应链集成；营销策略；天津物产金属
英文关键字：	Supply chain integration;Marketing Strategy;Tewoo Metal Company
中文摘要：	钢铁是国民经济的重要基础产业，是国民经济发展水平和国家综合实力的重要标志，钢铁贸易流通企业在整个行业中不仅承载着供应链上下游需求的作用，贡献了全国将近70%的钢材销售量，在国民经济中的作用可见一斑。天津物产金属国际贸易有限公司是本文的研究主体，作为一家大型的钢铁贸易企业，随着近年我国钢铁市场的低迷，产能严重过剩，信用体系崩塌，重复质押、互联互保事件频出，导致许多企业经营困难，经营效益严重下降，加上企业间的同质化竞争激烈，行业内的企业亟需有针对性的进行营销策略的优化和完善，挖掘新的竞争优势，从而在市场竞争中取得先机。 本文运用了市场营销的相关理论知识，结合作者在天津物产金属公司的工作经验，对天津物产金属公司供应链集成业务的市场营销环境进行了分析。在此基础上，通过STP分析，对当前公司客户群体重新进行了有效的细分，结合公司实际和各业务模式的最优适用原则选择了理想的目标市场，并针对目标市场进行梳理定位，基于公司的营销战略实现营销策略上的改进，从产品策略、价格策略、渠道和促销策略、人员策略、过程管理策略、有形展示策略七个维度优化服务营销策略，最后从企业文化与组织、营销辅助两个层面为营销策略的顺利实施制定了保障措施。 天津物产金属公司身为天津物产集团的二级子公司，为原世界五百强企业，平台和规模都是国内钢铁贸易企业中的佼佼者，但近年受集团整体债务危机影响，公司的营销活动开展受到了极大影响，原先的业务模式已无法带动企业继续发展，如此大的落差对于企业的营销策略的调整也有较大难度，以天津物产金属公司为案例的论文也较为少见。本文结合了天津物产金属公司实际情况，为公司供应链集成业务的未来发展提供了有指导意义的营销策略，也为钢铁贸易行业其他公司在研究和制定供应链集成业务营销策略时，提供指导性和参考性。
英文摘要：	Steel is an important basic industry of the national economy and an important symbol of the development level of the national economy and the country's comprehensive strength. Steel trade and circulation companies not only carry the upstream and downstream demand of the supply chain in the entire industry, but also contribute nearly 70% of the country's steel sales. The role of quantity in the national economy is evident. Tewoo Metal Company is the main body of this article. As a large-scale steel trading company, with the downturn of my country’s steel market in recent years, there has been severe overcapacity, the collapse of the credit system, and the frequent occurrence of repeated pledges and interconnected mutual guarantees. Business operations are difficult, operating efficiency is severely declining, coupled with fierce competition among companies, companies in the industry urgently need to optimize and improve targeted marketing strategies, tap new competitive advantages, and gain in market competition Opportunity. This article uses the relevant theoretical knowledge of marketing, combined with the author's work experience in Tewoo Metal Company, to analyze the marketing environment of Tewoo Metal Company's supply chain integration business. On this basis, through STP analysis, the current company’s customer groups were effectively subdivided, the ideal target market was selected based on the company’s actual situation and the optimal application principles of each business model, and the target market was sorted and positioned. The company’s marketing strategy realizes the improvement of marketing strategy, from the seven dimensions of product strategy, price strategy, channel and promotion strategy, personnel strategy, process management strategy, and tangible display strategy to optimize service marketing strategy, and finally from corporate culture and organization, marketing assistance Two levels have established safeguards for the smooth implementation of marketing strategies. As a second-level subsidiary of Tewoo Group, Tewoo Metal Company is a former Fortune 500 company in the world. Its platform and scale are among the top domestic steel trading companies. However, due to the overall debt crisis of the group in recent years, the company’s marketing activities Development has been greatly affected. The original business model has been unable to drive the company's continued development. Such a large gap also makes it difficult to adjust the company's marketing strategy. Papers using Tewoo Metal Company as a case are relatively rare. This article combines the actual situation of Tewoo Metal Company to provide guiding marketing strategies for the future development of the company's supply chain integration business. It also provides guidance and reference for other companies in the steel trading industry when researching and formulating supply chain integration business marketing strategies.
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