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摘 要
本文的研究目的在于结合首钢京唐公司市场竞争环境及其自身特点，解析其所
处市场处境、竞争态势，分析把握潜在市场机遇，为制订相关营销策略提供客观依
据，并对现有存在问题提出具体解决对策。根据论文特点，本文采取调查研究和资
料分析、定性分析与定量分析、理论分析与实证分析相结合的研究方法
首先，本文详细阐述了论文相关理论(如 PEST 分析理论、波特五力模型、市场
渗透理论、进攻型理论)、SWOT 分析方法等内容，这是进行本课题研究的理论和方
法基础
其次，在分析首钢京唐公司外部宏观环境和行业环境以及企业内部条件的基础
上，本文对首钢京唐面临的战略环境进行了全方位剖析，以此更清晰地了解首钢京
唐公司目前所面临的战略环境
再次，采用 SWOT 分析方法详细阐述了首钢京唐公司的优势、劣势、面临的机
会与威胁，对公司产品进行了市场定位，制订了公司的发展目标，并基于 4Ps 理论
提出了首钢京唐的营销策略；
最后，论文从调整公司营销机构，建立健全的客户管理体系，加快研发环境友
好型产品，加强营销人力资源队伍建设，大力开展绿色营销活动等多个方面提出了
首钢京唐公司营销策略实施的保障措施
关键词：首钢京唐；营销策略；SWOT；4Ps；保障措施This research aims to combine Shougang jingtang company market competition
environment and its own characteristics to analyze its market position, competition,
potential market opportunities, thus providing objective basis to develop marketing
strategies and make concrete solutions. According to the thesis characteristics, we used
research and data analysis, qualitative analysis and quantitative analysis methods in this
article.
Firstly, this article introduced related theories (such as PEST analysis and Porter's
five forces model, theory of market penetration, attack-type theory), elements such as
SWOT analysis method, which is to carry out theoretical and methodological basis of the
research on this topic. Paper first in the external macro-analysis of Shougang jingtang
companies environment environmental and internal conditions and on the basis of a
holistic analysis of the strategic environment it faces, to more clearly understand the
strategy of Shougang jingtang companies currently facing environment. This based
Shang, used SWOT analysis method detailed set out has Shougang Beijing Tang
company of advantage, and disadvantage, and faced of opportunities and threat, and will
advantage, and disadvantage, and opportunities and threat for combination analysis； this
based Shang, on company products for has market positioning, developed has company
of development target; then, based on 4Ps theory made has Shougang Beijing Tang of
marketing policy; papers finally from very advance fine of management production
system, established sound of customer management system, speed up research and
development environment friendly type products, Strengthening the construction of
marketing human resources, vigorously developing green marketing campaign made
Shougang jingtang company marketing policy enforcement measures.
Keywords：Shougang jingtang Corporation; marketing meausres; SWOT; 4Ps; guarantee
measures