首秦公司是首钢集团的中厚钢板生产企业，随着近年来其在产能以及技术等各
方面的优势均无法得到有效体现的基础上，只有结合自身工装设备及生产工艺，重
点研发连铸钢坯等优势产品，研究和制定符合企业自身和市场发展的钢坯产品市场
营销策略，来巩固并提高其在国内钢坯市场的竞争力和影响力
本文运用现代市场营销理论和企业管理理论，结合国际、国内钢铁行业现状及
发展趋势，对首秦公司在当前面临的内外环境、资源等影响因素进行了较深入的分
析研究；通过市场细分，确定了公司的目标市场，制定了其今后的钢坯产品市场营
销组合策略
本文首先介绍了世界及中国钢铁行业的现状和发展趋势，对首秦公司的企业现
状进行了详尽描述，并运用现代市场营销理论和企业管理理论；对首秦公司所处的
经济环境等宏观环境进行了研究分析，依据波特五力模型对其所处的产业竞争对手、
供应商、潜在竞争者、替代品等产业因素进行了研究分析，采用 SWOT 方法对首秦
公司的优势、劣势、机遇和威胁进行了研究分析；在此基础上进行了市场细分、市
场选择以及市场定位，制定了针对首秦公司目标市场的产品、价格、渠道、促销在
内的营销组合策略，并提出了首秦公司钢坯产品市场营销策略实施和控制的具体措
施
关键词：钢坯产品；SWOT 分析；五力模型；营销策略燕山大学工商管理硕士学位论文
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Abstract
Recently several years, affected by the impact of the world financial crisis on the
real economy, China&39;s steel industry market appeared a huge change, iron and steel
production capacity continue to accumulate, the downstream steel industry market
demand a trend of decreasing; iron and steel industry overcapacity problem has become
increasingly prominent, further exacerbating the pressure of competition, but also brings
great challenges for the development of the iron and steel industry.
Shouqin company is a manufacturer of Shougang Group, with its capacity in all
aspects and technical advantages in recently years are not based on the show, only with
their own equipment and technology, focusing on research and development of
continuous casting billet and other advantages of the products, research and development
with enterprise and market development of billet the product marketing strategy, to
consolidate and improve the domestic steel market competitiveness and influence.
Using the modern marketing theory and enterprise management theory, combined
with the status quo and development trends of international and domestic steel industry,
Shouqin deeply analyzed the internal and external factors of environment and resources
of current; through market segmentation, making the steel products marketing strategy.
First introduces the current situation and development trend of the world and
Chinese in iron and steel industry, the status of Shouqin company are described in detail,
and the application of modern marketing theory and enterprise management theory; of
Shouqin company&39;s economic environment and other macro environment were studied on
basis of Potter&39;s five forces model analysis, using SWOT method of Shouqin company&39;s
strengths and weaknesses, opportunities and threats are analyzed; on this basis for market
segmentation, to determine Shouqin company billet products target market. The
marketing strategy of product, price, channel and promotion for the target market of
Shouqin company is developed, and the concrete measures for the implementation and
control of the market strategy of the billet products are put forward.
Keywords: slab products; SWOT analysis; five forces model; marketing strategy目 录
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目 录
摘要I
ABSTRACT. II
第 1 章 绪 论.........1
1.1 选题背景与研究意义.........1
1.1.1 选题背景.........1
1.1.2 研究目的.........1
1.1.3 研究意义.........2
1.2 国内外研究现状.....2
1.2.1 国外研究现状.2
1.2.2 国内研究现状.4
1.3 研究内容和方法.....5
1.3.1 研究内容.........5
1.3.2 研究方法.........7
第 2 章 相关理论基础.........8
2.1 营销策略的概念.....8
2.2 营销策略的内容.....8
2.2.1 产品策略.........8
2.2.2 价格策略.........8
2.2.3 渠道策略.........8
2.2.4 促销策略.........9
2.3 营销策略分析的方法.........9
2.3.1 SWOT 分析法..9
2.3.2 波特五力分析模型...11
2.4 本章小结...12
第 3 章 首秦公司钢坯产品市场营销概况...........13
3.1 首秦公司企业现状...........13
3.1.1 企业基本概况...........13
3.1.2 企业产品概况...........14
3.1.3 企业工装设备概况...15
3.2 首秦公司钢坯产品市场营销概况...........16
3.2.1 产品类别.......16
3.2.2 价格策略.......17
3.2.3 销售渠道.......17燕山大学工商管理硕士学位论文
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3.2.4 促销模式.......18
3.3 首秦公司钢坯产品市场营销存在的问题..........
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