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论文编号：	5569
作者编号：	2120092693
上传时间：	2013/6/14 14:32:10
中文题目：	T公司营销策略及其实施研究
英文题目：	Research on Marketing Strategy of the T Company and its Designing and Implementation
指导老师：	李桂华
中文关键字：	营销策略 营销机制 解决方案
英文关键字：	Marketing strategy
中文摘要：	2012年，随着中国经济增速放缓，加上产能过剩问题日益突出，我国的各大钢铁企业出现了大面积亏损，钢材价格一路下跌，很多企业生存越来越困难，客户对钢材规格、品种、性能的要求越来越多样化，对产品交货期和要求质量要求越来越高，产能过剩问题日益突出，同时国外对我国钢材、不锈钢管反倾销案愈演愈烈，最终结果是国内钢铁企业之间的竞争就会越来越残酷了，因此各大钢铁企业为了适应市场，都在重视自己的营销策略。 T公司拥有完整的钢铁生产工艺流程及相关配套设施。现已成为全球产能最大、工艺技术装备水平最高、品种规格最全的不锈钢企业。但是随着钢铁企业经营环境的恶化，为了满足市场需求，适应环境变化，在产能过剩经济危机等市场竞争日益激烈的情况下，T公司必须根据自身营销问题，制定有效的营销策略，探索出符合T公司特色的营销模式，从而实现公司的可持续发展。本文第一章首先介绍了选题的背景及意义，然后给出了论文的研究内容和结构框架；第二章阐述了相关理论，包括STP理论、营销策略理论以及相关分析工具；第三章对T公司的营销环境进行了分析，并查找了T公司在营销方面存在的主要问题；第四章确定了T公司的目标市场与市场定位，现代营销理论，第五章结合4P理论，对T公司的营销机制进行了分析，并制定了相应的对策；第六章对T公司营销策略的实施及其评价，最后总结了论文的研究内容，并进行了展望。
英文摘要：	In 2012, with China's economic growth is slowing, and excess capacity has become an increasingly important issue, China's major iron and steel enterprise appeared large losses, steel prices all the way down, a lot of enterprise survival more and more difficult, the customer to steel specification, variety, performance requirements more and more diversified, to product delivery time and quality requirements for more and more high, the problem of excess production capacity is day by day prominent, and at the same time, foreign to our country steel, stainless steel tube anti-dumping case increasingly fierce, the final result is the competition between domestic iron and steel enterprises will be more and more cruel, so every large iron and steel enterprise in order to adapt to the market, in pay attention to their own marketing strategy. T iron and steel company has a complete steel production process and related facilities. Has now become the largest global capacity, process technology and equipment level is the highest, the most complete specifications variety of stainless steel enterprise. But as the iron and steel enterprise management the deterioration of the environment, in order to meet the demand of market, adapt to the environment changes, the excess capacity, such as the economic crisis of intense market competition situation, T iron and steel company must according to their own marketing problems, establish effective marketing strategy, find out T accord with the characteristics of the marketing mode, so as to realize the sustainable development of the company. This paper first chapter firstly introduces the background and significance of topic selection, then give the thesis the research content and the structure frame; The second chapter expounds the related theory, including the STP theory, marketing strategy theory and correlation analysis tools, The third chapter to the T iron and steel company marketing environment is analysed, and find the T iron and steel company in marketing existence main question; The fourth chapter determines the T company's target market and the market positioning, the modern marketing theory, combined with the fifth chapter 4 p theory, to T iron and steel company marketing mechanism are analyzed, and formulate the corresponding countermeasures, The sixth chapter to the T iron and steel company marketing strategy implementation and evaluation, finally summarized the paper research content and prospected.
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