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论文编号：	8494
作者编号：	2120132845
上传时间：	2016/6/13 22:40:39
中文题目：	A公司电解铜市场营销策略研究
英文题目：	The Marketing Strategy Research of Company A’s Cathode Copper Market
指导老师：	许晖
中文关键字：	营销策略;战略定位;电解铜;有色行业;贸易型企业
英文关键字：	marketing strategy;strategic positioning;cathode copper;Non-ferrous industry;Trading company
中文摘要：	大宗商品行业始终处于波动之中，全球的经济、政治、军事等各方面的改变和走势都能在大宗商品行业中有所体现。电解铜作为大宗商品中的代表产品，始终引领着行业的风向，集万千关注于一身。中国的铜资源远不能满足自身经济发展的需要，在世界范围内始终是铜的消费大国，2015年中国铜消费量达到1130万吨，约占世界通消费量的一半，高居榜首。因此，中国即是世界电解铜行业的最大市场。 A公司作为世界500强，国内一流的贸易型企业，始终将业务范围集中在大宗商品的范畴。黑色产品一直是A公司之前的主营业务，但是随着黑色行业的日渐萎靡，产能严重过剩，成本上升，利润下降。加上国家去产能的政策不断推行，让黑色行业更加难熬。此时，A公司将目光投向了有色行业，相对于黑色行业我低迷与无序，有色行业凭借其可观的消费量以及很强的金融属性保持着良好有序的发展。电解铜是其中最成熟的品种，国内的刚性需求、良好的流通性、极强的金融属性、与期货的高度相关性等特点都是贸易型企业看重的经营优势。 本文结合世界经济形势以及中国经济形势的变化，中国电解铜行业近年来的发展和变化，以营销理论为指导，对A公司的市场营销策略做出具体分析。第一部分引言对研究背景、研究意义、研究内容、研究方法进行介绍。第二部分介绍本文应用的相关理论以及分析模型。第三部分对A公司的概括、营销现状、竞争环境等进行介绍，并找出目前营销中存在的问题。第四部对A公司的战略定位与营销策略选择做出分析。第五部分提出了A公司针对目前营销状况的实施保障。 相对于生产型企业，贸易型企业更加注重市场营销，目前关于大宗商品贸易商的市场营销策略研究较少，本文的研究一定程度上弥补了不足，为其他大宗商品贸易商提供参考意见。
英文摘要：	Remain the volatile commodity industry, the global economic, political, military and so on various aspects of the changes and trends can be reflected in the commodities sector. cathode copper products, as a representative of the commodity in the always lead the industry's direction, set the attention. China's copper resources far cannot satisfy the needs of the development of its economy, in the world is always the big consumer of copper, copper consumption in China in 2015 reached 11.3 million tons, accounting for about half of the world's consumption, at the top. As a result, China is the biggest market for cathode copper industry in the world. A company as the world's top 500, the domestic first-class trade type enterprise, business scope will always focus on the category of commodities. Black products has always been A company specialising in the production before, but with black the withering away of the industry, serious excess capacity, rising costs, falling profits. And the national policy, continuous to capacity, make black industry more difficult. At this point, A company to look to the non-ferrous industry, relative to the industry downturn I black and disorderly, non-ferrous industry, with its considerable consumption and strong financial properties have maintained A good and orderly development. cathode copper is one of the most mature varieties, domestic demand for rigid, good liquidity, strong financial attributes, characteristics of correlation with the height of the futures are trading company value management advantage. Based on the change of the world economy and China's economic situation, China's electrolytic copper industry in recent years, the development and change, guided by the marketing theory, making A concrete analysis to the marketing strategy of A company. The first part of the introduction of research background, research significance, research contents, research methods are introduced. The second part introduces the application of related theory and the analysis model. Generalization of the third part of A company, introduces the marketing present situation, the competitive environment, etc, and find out the current problems existing in the marketing. The fourth part of A company's strategic positioning and marketing strategy choice to make analysis. The fifth part put forward in view of the present marketing situation of the implementation of the A company. Relative to the production-oriented enterprises, trade type enterprise pay more attention to marketing, the marketing strategy, the study of commodity traders is less, this paper studies to a certain extent make up for the shortage, provide a reference for other commodities traders.
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