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论文编号：	12929
作者编号：	2320190522
上传时间：	2021/12/14 13:14:44
中文题目：	TP公司无缝钢管产品的全球整合营销传播 战略研究
英文题目：	Research on the Global Integrated Marketing Communications Strategy of SMLS Pipe Products of TP Co. Ltd.
指导老师：	申光龍教授
中文关键字：	无缝钢管产品；全球整合营销传播；利害关系者
英文关键字：	Seamless Steel Pipe Products; Global Integrated Marketing Communications; Stakeholders and Interest Groups
中文摘要：	摘要 本研究选题源于无缝钢管制造企业为了应对近些年国际国内社会经济发展 政策的出台和市场变化，特别是经济全球化过程遇到频繁爆发的国际间贸易摩 擦，国际原油价格巨幅震荡，而引发的思考。与此同时环保加严、限电限产、 双碳政策等因素叠加，这些因素都对无缝钢管行业带来前所未有的影响。目前 中国已成为全球无缝钢管产量和消费量最大的国家，面对无缝钢管领域全球竞 争愈加激烈，如何让中国无缝钢管制造企业转危为机，转型升级，深入研究无 缝钢管企业的全球营销战略已经迫在眉睫。这将对企业消化产能、调整结构、 进行全球价值链的构建以及企业如何进行全球化的营销传播有一定的促进意义。 本研究的研究方法立足于相关基本理论，并在思想和理念上的契合和有机 结合、互相借鉴，以实践工作为案例进行实证分析和案例研究，最后将相关理 论与实践整合形成一个全球整合营销传播战略的企业战略系统。全球数字化进 程和新媒体技术的应用飞速发展，带来了研究理论工具的更新，本研究从全球 营销理论出发，对全球营销的主要技术驱动因素——数字化及数据库营销、网 络营销进行了阐述，同时在实际的应用中，以数据库营销为基础，结合人工智 能技术组成的智能营销系统，最后再用整合营销传播理论进行整合。即以全球 化营销战略、整合营销传播和传播媒介形成的三角理论支点框架互相结合，以 智能化为处理器，以数据库和人工智能技术为基础，整合在全球整合营销传播 战略的杠杆作用下，企业通过传播媒介投入资源来撬动利害关系者从而获取收 益。本研究结论认为以 TP 公司为代表的中国无缝钢管企业，在营销层面应该 从出口
英文摘要：	Abstract The research topic comes from seamless steel pipe manufacturing enterprises who hope to cope with social and economic development policies and market changes in recent years, especially the economic globalization encountering frequent outbreak of international trade friction, international crude oil prices shock as well as policies of environmental protection, power rationing, carbon peak and neutrality, and these factors have unprecedented impact on the seamless steel pipe industry. China has become the country with the largest production and consumption of seamless steel pipe. In face of the global competition in the field of seamless steel pipe becoming increasingly fierce, in order to better promote Chinese seamless steel pipe manufacturing enterprises to change the crisis, transformation and upgrading, it is urgent to study the global marketing strategy of seamless steel pipe enterprises. This will be of great significance for enterprises to digest production capacity, adjust their structure, build global value chains and carry out global marketing communication. The research method of this study is based on the fitness and organic combination of relevant ideas and concepts, using empirical analysis of practical cases and case study, and finally integrating relevant theory and practice to form an enterprise strategy leverage system with global integrated marketing communication strategy. The rapid development of the global digital process and the application of new media technology have also brought the update of research theoretical tools. Based on global marketing theory, the paper discusses the digital and database marketing and network marketing, and integrates the intelligent marketing system composed with artificial intelligence technology, with integrated marketing communication theory. That is to say the globalization marketing strategy, integrated marketing communication and media formation of triangle theory fulcrum framework, intelligent as the processor, based on database and artificial intelligence technology, and then integrated in the global integrated marketing communication strategy leverage, enterprises gain profit through media resources to leverage stakeholders and interest groups.The conclusion of this study is that Chinese seamless steel pipe enterprises represented by TP Company should transform from export marketing to global marketing, actively make good use of technological innovation, integrate the existing digital systems, information systems, database system and marketing network, and use artificial intelligence to improve decision-making efficiency, form a leverage system with global integrated marketing communication strategy as the core, leverage the stakeholders and interest groups, and form a systematic, dynamic and sustainable competitive advantage. The innovation of this study lies in the integration, analysis and reintegration of information systems such as theoretical tools and databases, and finally forming a leverage system for stakeholders and interest groups to win more with a global integrated marketing communication strategy.
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