衡钢涂层钢管营销环境分析与策略分析

湖南大学硕士学位论文衡钢涂层钢管营销环境分析与策略分析姓名：冯少东申请学位级别：硕士专业：工商管理指导教师：李亚伯20041108I2004,3404P’S1FBE234IIAbstractAsakindofenvironmentprotectionproductsofanti-corrosiondeeplymanufacturedsteelpipesdevelopedinrecentyear,coatingsteelpipeisgraduallyappliedinoilandchemistryandnaturalgasindustry.Theconstantdomesticmacroeconomicgrowthaswellasnationalenlargedinvestmentinenergyprojectsoffersagoodopportunityforthegrowthofcoatingsteelpipes.However,thedevelopmentofcoatingsteelpipesisnowfacingwithstrictcompetitionintheindustrymarket,andthreatsofothersubstituteproducts.Inthepastyears,theexistinganddevelopmentofHENGSTEELCOATINGSTEELPIPEhasfacedwithgreatdifficult,sinceithasnoadvantageofresourcetoformitscorecompetitionstrength.Theputtingintoproductionof340continuousrollingmachineofHENGGANGGROUPindownyearof2004willbringchangeandopportunityforitsmarketingenvironment.Therefore,theresearchofmarketingstrategyofHENGSTEELCOATINGSTEELPIPEwillhasgreatrealisticsignificancefortheenterprisetograspopportunityandenlargeitsfieldofexistinganddevelopment.OutsidemarketingenvironmentandenterpriseinternalenvironmentofHENGSTEELCOATINGSTEELPIPEareanalysiedinthisarticlebymakingusingofknowledgeofmarketingprincipleandrelativeindustryproducts.Themarketingstrategyisstudiedfromviewof4P’Sprincple.Therefore,HENGSTEELCOATINGSTEELPIPEshouldadoptfollowingmarketingstrategy.1.HENGSTEELCOATINGSTEELPIPEshouldadoptaspecializedmarketingmodeandpersistinthepolicyofcoatingsteelSMLSPIPEmainly”,developingFBEorreinforce-glassinternalcoatingandtwolayerFBEcoatingnewproductssoastoformitscorecompetition,andenhancetheenteringstandardofitsproducts,anddodgethedirectcompetitionofothersubstituteproducts.2.HENGSTEELCOATINGSTEELPIPEshouldadoptlowpriesenlargementpolicyintheproductswithdifferenceinmarketasmidandsmallsizecoatingSMLSpipesoastoincreasemarketpercentageandsales.3.HENGSTEELCOATINGSTEELPIPEshouldconnectthecharacteristicofcoatingsteelpipestillinthepromotingapplicationphrase,establishandperfectitsmarketingchannelnetworkofdirectsalesmainly,agentandsub-salesalescomplimentarily,fullymakeuseoftheadvantageofbrandandmarketingnetworkofIIIHENGSTEEL.4.HENGSTEELCOATINGSTEELPIPEshoulddowellsalesforward,backward,transverseunification,servicedifferentiatation,servicespecializationwork,decreasetotalcustomercostonthebaseofincreasingtotalvalueofcustomer,letcustomersaccepthighperformanceandhighpricecoatingsteelpipesoastorapidlygrowincompetitionofvarioussubstituteproducts.keywordmarketingstrategycoatingsteelpipemarketingenvironmentHENGSTEEL1___2IV2.1……………………………………62.2………………………………….63.119962003………………………………...74.1…………………………………………294.2……………………………………325.1……………………335.2.……………………………………………………425.3…………………….445.4.…………………………………………455.5………………………………………………………455.6………………………………………………………45I2.11996-2003………………………………72.21996-2003110…………………………82.3……………………………………………………………..92.4………………………………………………………102.5….……………………………………….112.6……………………………..112.7…………………………………….142.8……………………………….152.9………………………………………….152.10………………………………….162.11……192.12…………………………202.13……212.14…………222.15………………232.16……………………………….242.17………………………….262.18………………………….273.12002-2004………………………….293.2…………………………………….303.3…………………………………………………324.1……………………………….334.2………………………………………...344.3………………………….354.4…………374.520052006………………………….384.6……………………………………………………..394.7…………………….…………………………404.8………………………………...…………………………….424.9…………………………….434.10…………………………………….444.11………….………464.12………………………………….47111.11.1.12050607080PE2090PEPE2PE3PEPE50-100PE20701209019964916101024263PE2161/2PEPEFBE402ERWUOE31.1.2()20002001/2-162PE3PEFBE15930003020010.920022.5840020039.31503402004334020041.1.313402004340221.21.2.1340200441.2.23401.2.31.2.3.11.2.3.21.2.3.31.2.43405622.12.142.1-2.42.252.22.5-2.7//72.11996-199920002003GDP9.1%6200320047(1)20022.2199620032.1199620032.21996200382.1199620038()(%)199667884.69.6199774462.68.8199878345.27.8199982067.57.1200089468.18.0200197314.87.52002104790.08.02003114325.99.177.588.599.510199619971998199920002001200220038(2)20033435130.5%8.7%2.2199620031102.2199620031108()(%)199622912.514.8199724941.18.8199828406.213.9199929854.75.1200032917.710.3200137213.513.0200243499.916.920031030466.530.2(3)20012001152662000241615.8%200218225312220.67%200322234406522.38%20041-2390585327.95%20031-10138412.43%82015.4%920202003WTO92.22.2.12.32.310153015PE3050502.4102.410///17/kg0.5kg8.501.20/m25.6m26.721.55//kg12.4PVC2.10/m22.8430.46+30.46*15%=35.3()2459280//kg0.5kg14.001.80//kg3.6kg10.101.80/m21.15m22.0010.00/m21.15m211.5037.60+37.60*10%=41.36(10%)246517//kg25.501.20/m23.3628.86+28.86*15%=33.19(15%)265917.00/kg8.5025/kg25.0024/kg17.2850.78+50.78*0.5%=51(0.5%)156737.10/kg35.2435.24+35.24*8%=38(8%)3068PE10.6/kg33.7421.20/kg11.4845.22+45.22*2%=46.12(2%)2975PE10.6/kg32.8621.2/kg9.3337.1/kg11.1353.32+53.3283%=55(5%)33882.32.4112.2.2(159)(159)2.5200462.6:2.632*3.548*3.557*3.576*489*4.5108*4.5159*52PE(/)24.333.638.956.572.188.0141.33PE(/)25.335.140.659.974.991.4146.3FBE(/)23.832.837.955.370.786.3138.8111/2221/2346(/)17.826.330.546.961.680.3130.7(159)2.31-5%111150002%23006.3127-12%15%12200027%73.5%200023.5%2.2