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论文编号：	4248
作者编号：	2120102324
上传时间：	2012/6/6 9:47:33
中文题目：	天津钢管集团营销战略研究
英文题目：	Marketing Strategy Research of TPCO
指导老师：	韩德昌
中文关键字：	天津钢管集团，营销战略，客户关系管理
英文关键字：	Tianjin Pipe( Group) Corporation（TPCO）,Marketing Strategy,Customer Relationship Management Strategy
中文摘要：	营销战略是企业战略的重要组成部分，面对日益激烈的竞争形势，国有大型钢铁企业如何站稳脚跟进而获得更大的发展，制定和实施一个成功的营销战略至关重要。面对世界钢管强手、国有钢铁联合企业以及民营企业的步步进逼，如何保持在行业内的地位，继而成为世界钢管第一，对天津钢管集团各项工作提出了新的挑战，对公司的营销管理工作提出了新的更高要求。 本文运用现代营销管理理论，从行业环境、分品种市场以及竞争情况等方面对天津钢管集团营销面临的内外部环境进行了分析，并运用SWOT理论对天津钢管集团的优势、劣势、机会和威胁进行了评估。在此基础上，从基本战略、营销组合策略、客户关系管理三个方面，提出了天津钢管集团现今应当采取的营销战略。提出把差异化作为基本竞争战略，综合运用产品、价格、渠道、促销的4P营销组合策略，打造天津钢管集团的差异化竞争优势；树立整体营销的观念，大力实施以客户为中心的现代营销战略，最大限度地利用集团公司的规模优势与协同效应。希望可以对天津钢管集团及其他无缝钢管企业的营销战略调整提供一定的参考。 本研究的目的是在新环境下找出适合TPCO的营销战略和实施策略。本文的创新之处体现在研究视角上，深入到微观层面去观察某个特定企业的全方位环境和资源情况，综合考察了天津钢管集团的发展战略、企业绩效、产品和市场以及营销组合战略等，对天津钢管集团未来的发展提出了建设性意见。随着国内外市场环境的剧烈变化，钢管企业如何由大变强成为了一个重要的研究问题，直接关系到国家未来的经济发展。通过具体案例研究的方式，本文对新形势下的中国钢管制造行业的战略研究有一定借鉴指导意义。
英文摘要：	Marketing strategy is an important component of enterprise strategy, facing increasingly intense competition situation, it’s important for the state-owned large iron and steel enterprise to set up a successful marketing strategy in order to stand firm and gain further more development.Encountering the strong steel pipe corporation, state-owned iron and steel enterprises and private enterprises, TianjinPipe (Group)Corporation (as TPCO hereafter) face new challenges and raised new requirement to the company's marketing management to maintain in the industry's status, and become the top ranking steel pipe corporation in the word. By utilization of modern marketing management theory, this paper gives adetailed analysis of internal and external environments of marketing faced by TPCO from three aspects of industry environment, product for different market and competition status，in-depth analysis of the problems and disadvantages existing in the marketing management of TPCO，and by using the theory of SWOT to assessment the company's advantage, disadvantage, opportunity and risks. On basis of the basic strategy, marketing mix strategy and customer relationship management three aspects, this paper proposes themarketing strategies and tactics to be applied by TPCO currently and in a period of the future. Propose differentiation competitive strategy, and comprehensively utilize thecombined marketing theory of 4P (product, price, place, promotion) so to establish the differentiation advantages of TPCO and to build up the conception of integral marketing, to establish the concept of overall marketing, vigorously implement the customer as the center of modern marketing strategy, make good advantage of TPCO scale and coordination effect. It’s also the author’s hope to provide certain reference in marketing strategy adjustment to TPCO and other seamless pipe manufacturers. The purpose of this study is to indentify suitable marketing strategy guarantee for TPCO in new envirment. The innovation of this paper lies in the resreach perspective which observes the all-around envirment and resource of an enterprise in-depth to the micro level. And study the TPCO development strategy, enterprise performance, product, market and marketing combination strategy and propose constructive advice to TPCO. With the drastic changes of domestic and foreign market, becoming stronger directly relatede to the country’s future economic development. The result of this paper has certain reference significance China steel pipe manufacturing industry strategy research.
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