大连理工大学专业学位硕士学位论文
摘 要
自 2006 年开始，我国钢铁生产量和出口量连续十余年保持世界钢铁相应总量第一
的位置，但随着产能的不断扩大，国内钢铁市场逐渐出现供大于求的趋势，供给侧改革
则加速了这一行业优胜劣汰的进程，在此背景下，企业不得不改变经营策略，寻找新的
销售市场，其中海外市场成为输出产能，回避国内竞争的目标区域。面对全新而又广阔
的海外市场，企业采用何种营销策略才能寻觅到心仪的目标客户，成为企业必须研究的
课题。
P公司是一家专业从事生产高精度优特冷轧钢带的中小型民营企业，钢带材质为中
高端的弹簧钢、碳素结构钢以及碳素工具钢、合金结构钢和轴承钢。为适应全球一体化
趋势，在国家对外开放整体利好政策的鼓励下，综合企业现有资源，将产能向海外输出
将有利于优化客户结构、扩大市场规模。P公司在海外客户营销的过程中面临产品和目
标市场不清晰、销售渠道单一、价格体系不规范、品牌意识薄弱等问题，因此，对海外
客户营销策略的系统性研究成为P公司首当其冲的解决措施。
本文主要以市场营销理论为指导，从企业的真实情况出发，采用了文献资料法、调
查研究法以及定性定量相结合的方法，首先介绍了P公司内部概况，展示了内部资源，
自身经营特点和优势，描述了P公司海外客户营销现状和存在的问题，对问题的原因进
行了深入分析；其次，用 PEST 工具对 P 公司所处的宏观环境进行了分析并配合数据图
表展示了国内外钢铁行业现状；再次,用 STP 理论，按全球相关区域和客户需求等要素
细分了市场并选择了适合公司的目标市场为东南亚四国（马来、菲律宾和印尼为主，越
南为辅），然后运用了市场营销的4Ps策略对产品、价格、渠道和促销模式进行了营销
策略组合的设计；再次，罗列出多种客户联系渠道和客户维护措施，最后辅之以相应的
保障措施。本文的研究成果不仅可以为 P公司提供切实可行的解决方案，也可为其他类
似从事海外客户营销的中小型钢铁企业提供建议。
关键词：国际市场营销；海外客户营销；客户开发措施；优特钢带
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P公司海外客户营销策略研究
Research on The Overseas Customer Marketing Strategy in P Co.,Ltd
Abstract
China's steel production and export volume have maintained as world's No.1 position for
more than ten consecutive years since 2006. However, with the continuous expansion of
production capacity, the steel industry is gradually showing a trend of oversupply. The
supply-side reform has accelerated the process of survival of the fittest in this industry so that
enterprises have to change their business strategies and find new sales markets, including
overseas markets as the target region to export production capacity and avoid domestic
competition. Facing the Brand-new and vast overseas market, what kind of marketing strategy a
company adopts to find the desired target customer has become a topic that the company must
study on.
As a small and medium-sized private steel enterprise, P Co.,Ltd is specialized in the
production of high-precision cold-rolled strip steel. To adapt to the trend of global integration,
exporting the products from excess capacity will help optimize the customer structure and
expand the market scale. During the marketing process of overseas customers, P Co. Ltd is
facing the problems eg.unclear products strategy. Therefore, to make an effective customer
marketing strategy of overseas markets is crucial to the long-term development for P Co.,Ltd.
Starting from the real situation of P Co.Ltd, a combination of literature method,
investigation and research method and qualitative theorem is adopted in this thesis. It firstly
analyzes the ongoing and coming status of the steel industry domestically and also the industry
internationally. Secondly, it gives an overview of the company and shows the favorable internal
resource for the exporting business, as well as describes the current status and the problems and
cause analysis. Thirdly, it segments the world market by countries based on factors such as the
geographical districts, customer requirement, market potential and sales cost etc. Furthermore,
it designs the strategy based on the marketing knowledge of 4Ps as well. Finally, it assembles
and comes to an overall strategy supplemented by detailed and specific implementation plans
and corresponding supporting measures.The results of this research can not only provide
practical solutions for P Co.,Ltd, but also provide suggestions for other small and
medium-sized steel companies engaged in overseas customer marketing activities.
Key Words：Marketing strategy; Overseas customer marketing; Customer
development method; High-precision steel strip
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大连理工大学专业学位硕士学位论文
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 2
1.2 研究目的和方法............................................................................................... 2
1.2.1 研究目的................................................................................................ 2
1.2.2 研究方法................................................................................................ 3
1.3 研究思路和内容............................................................................................... 3
1.3.1 研究思路................................................................................................ 3
1.3.2 研究内容................................................................................................ 3
2 相关理论概述.............................................................................................................. 6
2.1 市场营销理论................................................................................................... 6
2.1.1 4Ps理论................................................................................................. 6
2.1.2 关系营销................................................................................................ 7
2.1.3 国际市场营销........................................................................................ 7
2.2 市场细分理论................................................................................................... 7
2.2.1 概念和意义............................................................................................ 7
2.2.2 细分的过程............................................................................................ 8
2.2.2 细分的标准............................................................................................ 8
2.3 国内外文献综述............................................................................................... 8
2.3.1 国内研究现状........................................................................................ 8
2.3.2 国外研究现状...................................................................................... 10
2.4 小结................................................................................................................. 11
3 P公司海外客户营销环境分析................................................................................. 12
3.1 P公司内部环境概况...................................................................................... 12
3.1.1 P公司简介........................................................................................... 12
3.1.2 P公司主要产品介绍........................................................................... 13
3.1.3 P公司内部资源配置...............................