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论文编号：	4868
作者编号：	2120102742
上传时间：	2012/12/13 12:57:30
中文题目：	天管太钢焊管有限公司营销环境及策略研究
英文题目：	The Marketing Environment & Strategies Research of TTPCO
指导老师：	胡望斌
中文关键字：	天管太钢;营销环境;营销策略
英文关键字：	TTPCO ;Marketing environment ;Marketing strategy
中文摘要：	在过去的十年中，钢管行业随着国民经济的快速发展，其产能也得到飞速增长。截止到2011年，我国钢管产能已经突破7300万吨，而国内实际表观消费量仅有5200万吨，其中出口占650万吨，产能过剩近1500万吨，其中焊接钢管产能过剩大约700万吨，巨大的产能过剩加剧了国内市场的无序竞争，企业之间大打价格战，有的企业仅仅以是否有边际利润来制定销售政策，导致焊管行业不良发展，企业利润严重下滑甚至出现大面积亏损。天津天管太钢焊管有限公司市由天津钢管集团股份有限公司与太钢不锈钢有限公司共同出资的合资公司，利用双方股东在原料及钢管行业的优势寻求一番作为，但是作为焊管行业的新军，在这种不利的市场环境下，制订一个正确且有效的营销战略，对公司的生存以及发展会起到重要的作用。本文以现代营销管理理论为基础，结合部分服务营销及网络营销等新营销策略，为天管太钢焊管有限公司进行营销策略的策划，首先通过对中国焊管行业的现状及发展趋势的分析，找出当前焊管行业的主要问题及机会，进而运用SWOT分析方法对天管太钢的营销环境进行比较细致的分析，以一些市场信息数据为基础，将焊管市场进行进一步的细分，同时在这个基础上，结合天管太钢的企业特点，进行了目标市场的明确化，最后提出了适合天管太钢当前情况的营销组合策略，并重点提出了以满足不同顾客需求为中心，以服务营销及网络营销为补充，以产品差异化、服务差异化为手段的市场营销战略。希望通过本文的研究，能够对天管太钢焊管有限公司当前时期的发展能够起到一部分的指导作用，使天管太钢在市场中能够具备拥有可持续优势的可能性，最终达到市场占有率高、产品形象突出的战略规划，最终能够获得优良的经营业绩。
英文摘要：	In the past 10 years, the steel industry with the rapid development of national economy, its production has been rapid growth. As of 2011, the steel industry, steel production has exceeded 73000000 tons, while the domestic actual apparent consumption of only 52000000 tons, export 6500000 tons, excess production capacity of nearly 15000000 tons, the welded steel pipe excess capacity of around 7000000 tons, which makes the domestic market disorderly competition among enterprises, make price war greatly, some enterprises as to whether there is marginal contribution to develop sales policy, causes the enterprise the profit or loss condition. TTPCO is a new company in welded pipe industry ,in such adverse market conditions, whether to make the correct, effective marketing strategy, the company's survival and development will play an important role. Based on modern marketing management theory as a foundation, on the analysis of China welded pipe industry status quo and development trends, use SWOT method to carry out comprehensive analysis, at the same time on a large amount of market data on the basis of the study, the welded steel pipe market in a reasonable and effective segmentation, and then combined with the company's own characteristics, clear the target market, further put forward the enterprise new 4P combination strategy. This thesis puts forward to the customer as the center, take the electronic commerce as auxiliary platform, implement the product differentiation strategy as a means of the new marketing strategy. Through this research, we hope to be able to TTPCO in pipe company business development rises to promote and guide, make it in the competition of fully grasp the long-term sustainable advantage, to continue to expand product market share, achieve the "scale and quality" of the strategic planning, and won a good economic benefits.
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