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论文编号：	13456
作者编号：	2320200447
上传时间：	2022/12/3 11:09:33
中文题目：	天津恒基钢材公司在西非市场的营销策略及实施研究
英文题目：	Tianjin Hengji Steel Company’s Marketing Strategy Research in West Africa
指导老师：	张永强
中文关键字：	天津恒基钢材公司；国际营销；西非市场；营销策略
英文关键字：	Tianjin Hengji company；International Marketing；West Africa Market；Marketing Strategy
中文摘要：	2022年，在新冠肺炎疫情肆虐、大宗商品价格居高不下、全球主要经济体面临高通货膨胀压力下，全球经济复苏仍面临挑战。中国钢铁行业也面临诸多问题，如产业集中度依然偏低、钢铁企业经济效益大幅下降等。钢材出口行业更是遭遇寒冬，出口退税取消，海运费飙升等一系列因素导致中国钢材在国际市场上竞争力大幅度下滑。在这种市场形势下，中国钢铁出口企业的市场营销模式应相应进行调整来应对这些新的挑战。 本文主要以天津恒基钢材公司在西非市场的经营作为研究对象。首先对中国近年来的钢材生产销售数据进行汇总，简单分析了中国钢材在国际市场中的表现，随后通过世界钢铁协会的全球钢材进出口统计数据对西非市场的钢材供给及需求进行分析，同时利用PEST法对西非钢材市场的宏观营销环境进行分析，了解其钢材市场近年来的消费结构变化趋势并总结影响该市场需求的相关因素。作者随后根据恒基公司的出口数据记录整理出该公司近年来的国际市场营销现状，总结和归纳了现有市场营销策略组合中存在的不足之处，并利用SWOT矩阵模型对恒基公司自身的优劣势以及在西非钢材市场所面临的机遇与挑战进行整理分析，根据分析的结果选择适合恒基公司发展的营销战略。接着利用STP理论重新确认恒基公司的市场营销方向，并结合营销战略的研究结果，对恒基公司的市场营销组合策略提出新的建议。最后根据恒基公司的实际情况，针对新的市场营销战略提出了四项措施来保障项目顺利的实施。 本论文希望通过对恒基公司西非市场营销策略的研究，能够给公司解决目前发展困境带来新的思考和方向。恒基公司所面临的问题，也是诸多中小型钢材出口企业所遇到的问题，也希望通过对本文的研究，能够为其他中小型钢材出口企业提供一些帮助和借鉴意义。
英文摘要：	In 2022, the world still suffers from COVID-19 Omicron pandemic, Stock markets are at their historical high, inflation rate at critical level among the major economies, the whole world is facing challenging for its economic recovery. China steel business still have many problems to deal with, such as dissatisfied industrial concentration rate, economic benefits of steel enterprises keep dropping etc. Steel export business is struggling from its lower competitiveness on global markets, Total cancellation on tax refund policies, ocean freights are skyrocketing are major factors for this scenario. Under these circumstances, Chinese steel export enterprises require further adjustments on their marketing model to tackle the new challenges. This paper takes the West Africa marketing strategy of Tianjin Hengji steel company as the study subject. Firstly, by collecting and analyzing the data of Chinese steel production in recent years, the author presented a general picture of Chinese steel supplies and demands performance both in domestic and international markets. Also compared to the West Africa market by using gathered data from the World Steel Association and then introduces PEST approach to further analyze this particular market, to better understand the driving forces on the demand of steel and how does the quantity change in different categories varies time. Then the author summarized the deficiencies of Hengji company’s marketing strategy by analyzing its export data in recent years, combine it with the SWOT analysis study on Hengji company for its own strength and weakness, with the opportunities and threats of West Africa steel market, establishing the new company strategy through the SWOT matrix model. Following that, the paper use STP theory to confirm company’s new marketing strategy. Based on above studies and analysis, the author proposed several suggestions on different aspects of marketing strategy for the Hengji company. Finally, four guaranteeing measures for the proposal were listed and discussed to enhance the application of it. This thesis wishes to bring new thoughts and possible solutions for the Hengji company for their currently difficulties, and the author also hopes it could provide help and referential value to those who suffers same troubles as Hengji company on the field of steel export business.
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