上海舜业钢铁集团有限公司营销策略研究

辽宁科技大学本科生毕业设计（论文）第I页上海舜业钢铁集团有限公司营销策略研究摘要钢铁流通行业关系国家经济命脉，对我国能否持续保持快速稳定的发展起到了重要的保障作用。近年来，随着我国经济建设快速发展，钢材需求量逐年递增，钢铁流通业随之崛起，钢铁物流企业数量越来越多。面对激烈的竞争形势，关键是要把握好市场，而对于钢铁物流企业来说，如何依据客户需求调整自身的营销策略，在重新树立品牌形象的同时，建立良好的客户关系，已经成为了新时期钢铁物流企业的重要课题之一。本文根据营销组合的相关理论，对上海舜业钢铁集团的营销策略进行了深入的分析，并基于舜业集团渠道合作模式、客户关系和品牌意识方面的不足，提出以下建议：与钢厂建立战略联盟，积极采用佣金代理制，加快业务的调整升级；建立客户关系档案，区别重点客户与一般客户，加强客户关系的维系；通过提升服务质量、加强宣传活动、注重口碑营销来扩大品牌认知度。关键词：钢铁流通；营销策略；渠道；客户关系；品牌辽宁科技大学本科生毕业设计（论文）第II页TheResearchonMarketingStrategyofShanghaiShunyeIronandSteelGroupCo.,Ltd.AbstractIronandsteelindustry,thelifelineofcountrieseconomic,haveplayedanimportantroleinsafeguardingthefastand.Inrecentyears,withtherapiddevelopmentofChineseeconomicconstruction,steeldemandisincreasingyearbyyear.Thesteelcirculationindustryappearsonthehorizonandsteellogisticsenterprisesaremoreandmore.Itisthekeytograspthemarketforenterprisesfacingthefiercecompetition.Howtoadjustitsmarketingstrategybasedontheneedsofcustomerstoestablishabrandimageandgoodcustomerrelationshasbecomeoneoftheimportantissuesduringthenewperiod.AccordingtothetheoryofmarketingmixthispaperdeeplyanalysisthemarketingstrategyofShanghaiShunyeIronandSteelGroup.Basedontheco-placemodeofShunyeGroup,customerrelationshipandbrandawareness,thepaperproposesthefollowingrecommendations.ShunyeIronandSteelGroupestablishstrategicallianceswithsteelenterprisesandactivelyusecommissioningagency.Andithastospeeduptheadjustmentofbusinessupgrading.Shunyeshouldbuildfilesofcustomerstodistinguishthekeycustomersandthegeneralcustomersandmaintaincustomersupgrading.Shunyeshouldbuildfilesofcustomerstodistinguishthekeycustomersandthegeneralcustomersandmaintaincustomers.Shunyealsoshouldexpandbrandawarenessbyimprovingservicequality,strengtheningthepromotionandpayingattentiontowordofmouthmarketing.Keywords:ironandsteeldistribution,marketingstrategy,place,customerrelationship,brand辽宁科技大学本科生毕业设计（论文）第III页目录1绪论......................................................................................................................................11.1研究背景.......................................................................................................................11.2研究目的及意义...........................................................................................................11.3国内外理论研究成果综述...........................................................................................21.3.1国外营销组合理论成果...................................................................................21.3.2国内营销组合理论成果...................................................................................31.4研究方法.......................................................................................................................41.5论文的主要内容...........................................................................................................42相关理论介绍...................................................................................................................52.1营销环境分析...............................................................................................................52.2营销组合理论的演变...................................................................................................52.2.14Ps营销理论....................................................................................................52.2.24Cs营销理论.....................................................................................................62.2.34Rs营销理论.....................................................................................................73营销环境分析及启示.....................................................................................................93.1营销环境分析...............................................................................................................93.1.1宏观环境分析...................................................................................................93.1.2微观环境分析.................................................................................................103.2环境分析启示..............................................................................................................114上海舜业钢铁集团营销管理的现状及存在的问题...........................................134.1上海舜业钢铁集团营销管理的现状..........................................................................134.2上海舜业钢铁集团营销管理中存在的问题..............................................................134.2.1渠道合作模式存在弊端.................................................................................134.2.2忽视客户关系管理.........................................................................................144.2.3品牌意识淡薄.................................................................................................145营销管理中存在问题的解决措施.............................................................................15辽宁科技大学本科生毕业设计（论文）第IV页5.1与钢厂建立战略联盟，加快业务的调整升级..........................................................155.2建立客户关系档案，加强与客户关系的维系..........................................................155.3树立品牌意识，扩大品牌认知度.............................................................................