联系我们

论文查询结果	返回搜索

论文编号：	14222
作者编号：	2320213824
上传时间：	2023/12/8 20:59:21
中文题目：	北京SG股份有限公司营销中心营销策略研究
英文题目：	Marketing Strategy Research of the Marketing Center of Beijing SG Co., Ltd.
指导老师：	刘建华
中文关键字：	服务营销；制造业服务化；钢铁企业；营销策略
英文关键字：	Services marketing；Manufacturing servicizing；Iron and steel enterprises；Marketing Strategy
中文摘要：	摘要 钢铁行业是国家基础性产业，关系到国计民生，与制造业息息相关，受经济周期影响较大，前些年因钢铁行业的盲目扩张，导致产能严重过剩，虽然国家采取宏观调控对行业发展进行干预，但是并未根本性改变行业产能过剩的状况。近年来，钢铁行业发展缓慢，举步维艰，竞争异常激烈。虽然疫情已经过去，但是整体经济依然并不景气，下游产业需求疲软，导致钢铁市场需求的不温不火，许多钢铁公司处于低迷状态。制定什么样的市场营销策略，才能帮助企业树立自己的品牌，被下游客户认可，占据有利的市场份额，是所有钢铁企业都在思考的问题。 SG集团是以钢铁为主业的特大型国有企业，始建于1919年，拥有100多年的辉煌历史，SG股份营销中心隶属于集团二级子公司北京SG股份有限公司，SG股份所生产的产品内销部分90%都由SG股份营销中心负责。 本文以SG股份营销中心为研究对象，运用文献研究、案例研究、对比分析，将理论与实践结合起来，对SG股份营销中心的营销策略进行了研究。简述了SG集团、SG股份、SG股份营销中心、产品以及营销现状。使用PEST模型，对SG股份营销中心所处的政治、经济、社会和技术四种宏观环境进行了宏观方面的分析。使用波特五力竞争模型，对SG股份营销中心所处行业中现有竞争者、替代产品、潜在进入者、买方和供应商的砍价能力进行了行业竞争态势分析。使用SWOT模型，对SG股份营销中心的现有的优势和劣势，面临的外部机会、威胁进行优劣势分析。通过分析，找到了SG股份营销中心目前营销中所遇到的困难，主要是营销理念陈旧服务转型滞后、产品同质化等问题。随后，用STP理论对SG股份营销中心所面对的市场进行了细分，目标市场选择以及市场定位，通过合理运用7Ps理论，为SG股份营销中心制定了新的组合营销策略。并且通过组织结构、管理制度、企业文化、人力资源、技术创新、信息系统六个方面制定措施予以保障。 关键词：服务营销；制造业服务化；钢铁企业；营销策略
英文摘要：	Abstract The iron and steel industry is foundational in the country and related to the national economy and people's livelihood. It is closely bound up with the manufacturing industry and affected by the business cycle. The blind expansion of the industry in previous years resulted in a serious overcapacity. Although the state has adopted macro-control to intervene in the development of the industry, it has not fundamentally changed the overcapacity situation in the industry. In recent years, the iron and steel industry has been developing slowly and struggling with extremely fierce competition. Although the epidemic has passed, the overall economy is still not in the doldrums, and the weak demand from the downstream industries has led to a lukewarm demand in the iron and steel market, and many steel companies are in the doldrums. What kind of marketing strategy can help a company build its brand, be recognized by downstream customers and occupy a favorable market share is a question that all steel companies are thinking about. SG Group is a mega state-owned enterprise with iron and steel as its main business, which was founded in 1919 and has a glorious history of more than 100 years. The marketing center of SG shares is subordinate to the Group's secondary subsidiary, Beijing SG Co. Ltd. 90% of the domestic sales of the products produced by SG shares are administered by the marketing center of SG shares. This paper takes SG Share Marketing Center as the research object, uses the literature research method, case study method, and comparative analysis method, combines theory and practice, and researches the marketing strategy of SG Share Marketing Center. SG Group, SG Shares, SG Shares marketing center, products and the current marketing situation are briefly described. Using the PEST model, a macro-analysis of the four macro-environments, political, economic, social and technological, in which the SG share marketing center is located was conducted. Using the Porter's Five Forces model, the competitive landscape of the industry was analyzed with respect to the bargaining power of existing competitors, substitute products, potential entrants, buyers, and suppliers in the industry in which SG Share Marketing Center operates. Using the SWOT model, the current strengths and weaknesses, external opportunities and threats faced by SG Stock Marketing Center were analyzed. Through the analysis, the difficulties encountered in the current marketing of SG Stock Marketing Center were found. The problems mainly include outdated marketing concepts, delayed service transformation and product homogenization. Subsequently, market segmentation, target market selection and market positioning of the market faced by the SG Stock Marketing Center were carried out using the STP theory. Using the 7Ps theory, a new marketing mix strategy was formulated for the marketing center of SG shares. Supporting measures were also established in six aspects: organizational structure, management system, corporate culture, human resources, technological innovation and information system. Key Words: Services marketing；Manufacturing servicizing；Iron and steel enterprises；Marketing Strategy
查看全文：	预览  下载(下载需要进行登录)