摘 要

随着全球经济的持续低迷,中国产业结构也到了改革发展的历史阶段。房地产、基

建行业从2003年的产业复苏到2008年的产业鼎盛期,次贷危机发生之后,中国政府4

万亿救世,造成了钢铁行业现在的产能严重过剩。加上政府的宏观调控和房地产行业的

逐渐饱和,中国的房地产、基建行业逐渐走向了紧缩发展的道路。对房地产、基建行业

有很大依赖性的钢铁行业也遭遇了前所未有的衰退期,螺纹钢吨钢价格从2008年6月

的5040元下降到现在的2600元,下降48%,作为钢材主要原材料的铁矿石价格也从

205美元/吨降到现在的70美元/吨,下降65%。产业格局的变动使钢铁行业的供需矛盾

加大。各地方钢厂在淘汰落后产能的大背景下,行业现状变革势在必行。这给主营铁矿

石业务的S公司带来了新的考验。本文对S公司铁矿石业务在此背景下营销管理进行了

研究。本文站在公司经营管理的角度,首先阐述了经营铁矿石的环境与业务开展现状;

然后分析了铁矿石业务经营中存在的问题及风险,对影响贏利目标实现的问题、风险源

进行了识别,按其性质分为人员组织结构、绩效考核、市场需求、价格预测、开拓国际

市场五方面;接着对各项间题及风险进行了深入地分析,并运用相关基本理论对该项业

务经营管理进行了总体评测,在分析评价的基础上,针对业务中存在的问题和可能会发

生的风险,提出了具体的应对措施。本文的研究旨在为S公司在此背景下经营铁矿石业

务营销管理提供借鉴。

关键词:S公司;铁矿石;业务营销;管理;对策

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S公司铁矿石营销业务管理研究

The Research of iron ore business marketing and management of S

company

Abstract

With the ups and downs of the global economy, China's real estate industry has

experienced ups and downs. From the recovery of the real estate industry in 2003 to 2008

burstii^ of the real estate industry, to the investment slowdown in 2013 slowed the

development of the domestic real estate industry, infrastructure industries also will be changed

and adjust the shaking. Lack of social capital, devaluation, the outflow of hot money, the local

mills in the elimination of backward production capacity under the background of the industry

status quo change is imperative. This gives the main iron ore operations in S brings a new test.

In this paper, the S iron ore operations in this context were studied marketing management. This

paper standing company management point of view, first elaborated the environmental

situation of iron ore operations and business development; then analyzes the problems and risks

that exist in the iron ore business, on issues that affect profitability goals achievedj the risk

sources identify, by their nature are classified as staff organizational structure, performance

appraisal, market demand, price forecasts, explore the international market in five areas; then of

the issues and risks of in-depth analysis, and uses the basic theory of the business management

the overall evaluation conducted on the basis of analysis and evaluation on the operational

control of the problems and risks that may occur against proposed specific responses. This

paper aims to provide a reference for S corporation operating in tiiis context iron ore business

marketing and management.

Key Words : S Company; iron ore; business marketing; management; issues;

countermeasures

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