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论文编号：	14290
作者编号：	2320190421
上传时间：	2023/12/11 13:45:07
中文题目：	宝来钢铁公司东南亚市场营销策略及其实施保障研究
英文题目：	Study on Southeast Asia Marketing Strategy and Praxis of Baolai Corporation
指导老师：	李桂华
中文关键字：	钢铁出口贸易, 组织间营销, 营销策略, 关系营销
英文关键字：	Steel Export, Business to Business Marketing, Marketing Strategy, Relationship Marketing
中文摘要：	宝来钢铁公司是一家民营钢铁产品制造公司，凭借自身的优质产品，通过行之有效的营销活动，多年来的团队努力，获得了在国内外市场快速增长的优异成绩，成功跻身中国制造五百强企业榜单。近年来，伴随着全球经济步入缓慢增长，世界进出口贸易格局发生深刻变革，诸如贸易摩擦，贸易壁垒，地区保护主义盛行，以及国内推进供给侧改革，调整产业结构，发展模式由粗放型向集约型，中等规模，更高质量发展。伴随着钢铁市场的逐步活跃，营销渠道呈现多元化趋势，市场竞争环境日益复杂多变，对曾经以产带销的营销方式提出了挑战，当前国内外的经济发展格局对宝来公司提出了更多要求，例如多元化产品种类，更高质量，生产工艺的优化，营销渠道建设，定价机制的灵活性等。宝来钢铁公司为了实现在东南亚市场的持续良好发展，考虑到区域市场的竞争态势，需要调整现有的营销策略和模式，从而扩大在东南市场的市场份额。 论文以宝来公司在东南亚市场营销钢铁产品为研究对象，结合东南亚市场的发展态势，市场需求变化，及国内经济政策的调整，参照宝来公司在东南亚市场的营销现状和存在的问题，对宝来公司在东南亚市场的市场营销策略进行分析，找出问题并制定相对应的改进措施。论文以研究背景和意义为起点，回顾相关市场营销理论如STP市场营销理论，4P营销策略，关系营销理论，并运用相关分析工具如PEST，波特五力，SWOT分析法。然后运用市场营销分析方法找到宝来公司在东南亚市场营销活动中存在的问题，提出了以市场细分方法为引导，从而明确市场定位，辅以4P营销组合策略和SWOT分析工具，提出市场营销测策略的改进方法。最后，用过组织机构，人力资源及奖励机制保障等措施，得出本文研究结论并提出展望。 论文从宝来公司钢板产品在复杂多变的国际市场环境下急需做出营销模式的策略调整处着手，深度发掘宝来公司发展潜力，有助于宝来公司在东南亚市场可持续发展发展。因此，通过本文总结出来的策略和经验，为同行业钢铁企业市场营销策略的改善和实施提供了有价值的参考。
英文摘要：	Baolai Iron and Steel Company is a private steel product manufacturing company. With its high-quality products, effective marketing activities, and years of team efforts, Baolai Iron and Steel Company has achieved excellent results in rapid growth in domestic and foreign markets, and successfully ranked among the top 500 Chinese manufacturing enterprises. In recent years, with the slow growth of the global economy, the world's import and export trade pattern has undergone profound changes, such as trade frictions, trade barriers, the prevalence of regional protectionism, and the domestic promotion of supply side reform, adjustment of industrial structure, and the development model from extensive to intensive, medium scale, and higher quality development. With the gradual activation of the steel market, marketing channels have shown a diversified trend, and the market competition environment is becoming increasingly complex and changing. This has posed a challenge to the marketing method that used to be based on production and sales. The current economic development pattern at home and abroad has put forward more requirements for Bora Company, such as diversified product types, higher quality, optimization of production processes, construction of marketing channels, and flexibility of pricing mechanisms. In order to achieve sustained and good development in the Southeast Asian market, Baolai Iron and Steel Company needs to adjust its existing marketing strategies and models, taking into account the competitive situation in the regional market, in order to expand its market share in the Southeast Asian market. The paper takes Baolai Company's marketing of steel products in the Southeast Asian market as the research object. Combining the development trend of the Southeast Asian market, changes in market demand, and adjustments to domestic economic policies, referring to Baolai Company's marketing status and existing problems in the Southeast Asian market, it analyzes Baolai Company's marketing strategy in the Southeast Asian market, identifies problems, and formulates corresponding improvement measures. Starting from the research background and significance, the paper reviews relevant marketing theories such as STP marketing theory, 4P marketing strategy, and relationship marketing theory, and applies relevant analysis tools such as PEST, Porter's Five Forces, and SWOT analysis. Then, using marketing analysis methods, we identified the problems that Bora had in its marketing activities in Southeast Asia and proposed using market segmentation methods as guidance to clarify market positioning. With the help of 4P marketing mix strategy and SWOT analysis tools, we proposed improvement methods for marketing measurement strategies. Finally, based on measures such as organizational structure, human resources, and incentive mechanisms, the research conclusion of this article is drawn and prospects are proposed. The paper starts with the urgent need to make strategic adjustments to the marketing model of Baolai's steel plate products in the complex and ever-changing international market environment, and deeply explores the development potential of Bora, which is helpful for the sustainable development of Baolai in the Southeast Asian market. Therefore, the strategies and experiences summarized in this article provide valuable references for the improvement and implementation of marketing strategies for steel enterprises in the related industry.
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