PG公司热镀锌产品定位研究
摘要
进入21世纪以来,全球热镀锌产品需求持续增长,带来世界范围内的产能总体过剩,国内市场热镀锌产品严重供大于求,竞争激烈。PG公司拥有110万吨热镀锌产能,是大型国有钢铁企业。但在市场竞争中缺乏清晰产品定位,给产品销售和效益带来压力。
本文运用迈克.波特的五力模型,分析了PG公司热镀锌产品的行业环境,重点针对竞争对手和用户,这两个PG公司所在行业竞争的关键因素。在利用SWOT分析法,分析PG公司热镀锌产品的优势与劣势、机会与威胁的基础上,运用目标市场营销理论,对PG公司热镀锌产品进行了市场细分、目标市场选择和产品定位研究,得出PG公司应在自身有比较优势的家电行业采取增长性战略。
同时,本文还以行业、质量、服务为细分变量,以子市场吸引力和自身优势为目标市场选择的参考因素,以保持优势和差异化来确立产品定位,提出了PG公司热镀锌产品应选择优良品质与服务的产品定位战略。
The demand of the hot-dipped galvanization products was globally increasing since the beginning of the 21st Century, resulted in an overplus of the world-wide production capacity and raised the intensive competition due to the severe supply surplus. Pangang is a large-scaled state-owned iron & steel, with the capacity of 1.1 million tons of hot-dipped galvanization products. The lack of clear product positioning brings in the pressure on the product sales and profits.
By the application of A Five-Force Model of Michael Port, this thesis analyzes the industrial environment of Pangang's hot-dipped galvanization product, mainly aimed at the competitor and the client, which are the two key factors of the industry where Pangang is involved. The application of SWOT is performed towards advantages and disadvantages, as well as opportunity and threat of Pangang hot-dipped galvanization products, Further study on the market subdivision, the target market selection and the product positioning is carried out for Pangang products. As a conclusion, Pangang should apply an increasing strategy in the household appliance industry where it has comparative advantage.
Meanwhile, based upon that Industry, Quality and Service as the Subdivision Variables, Market Attraction and Self-advantage as Reference Factors for target market as well as keeping advantage and difference as Product Positioning, this thesis proposes to Pangang shall select superior quality and service as the product positioning for its hot-dipped galvanized products.
本文运用迈克.波特的五力模型,分析了PG公司热镀锌产品的行业环境,重点针对竞争对手和用户,这两个PG公司所在行业竞争的关键因素。在利用SWOT分析法,分析PG公司热镀锌产品的优势与劣势、机会与威胁的基础上,运用目标市场营销理论,对PG公司热镀锌产品进行了市场细分、目标市场选择和产品定位研究,得出PG公司应在自身有比较优势的家电行业采取增长性战略。
同时,本文还以行业、质量、服务为细分变量,以子市场吸引力和自身优势为目标市场选择的参考因素,以保持优势和差异化来确立产品定位,提出了PG公司热镀锌产品应选择优良品质与服务的产品定位战略。
The demand of the hot-dipped galvanization products was globally increasing since the beginning of the 21st Century, resulted in an overplus of the world-wide production capacity and raised the intensive competition due to the severe supply surplus. Pangang is a large-scaled state-owned iron & steel, with the capacity of 1.1 million tons of hot-dipped galvanization products. The lack of clear product positioning brings in the pressure on the product sales and profits.
By the application of A Five-Force Model of Michael Port, this thesis analyzes the industrial environment of Pangang's hot-dipped galvanization product, mainly aimed at the competitor and the client, which are the two key factors of the industry where Pangang is involved. The application of SWOT is performed towards advantages and disadvantages, as well as opportunity and threat of Pangang hot-dipped galvanization products, Further study on the market subdivision, the target market selection and the product positioning is carried out for Pangang products. As a conclusion, Pangang should apply an increasing strategy in the household appliance industry where it has comparative advantage.
Meanwhile, based upon that Industry, Quality and Service as the Subdivision Variables, Market Attraction and Self-advantage as Reference Factors for target market as well as keeping advantage and difference as Product Positioning, this thesis proposes to Pangang shall select superior quality and service as the product positioning for its hot-dipped galvanized products.
引文
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16.朱培立,曾定春.企业市场定位的竞争策划.企业家天地,2004
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36.(美国)乔治·斯坦纳.战略规划.北京:华夏出版社,2001
37.(美国)Micheal D.Hurt,Thomas W.Speh.企业营销管理.北京:中信出版社,2004
38.(韩)W.钱.金,(美)勒妮·莫博涅.蓝海战略.北京:北京商务印书馆,2005
39.吴长顺.工业品营销管理.广州:广东高等教育出版社,2004
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2.菲利普·科特勒,洪瑞云,梁绍明,陈振忠著.营销管理,(亚洲版·第3版).北京:中国人民大学出版社,2005年5月
3.刘冀生编著.企业战略管理,(第二版).北京:清华大学出版社,2003年10月
4.黄建军编著.STP营销.北京:人民中国出版社
5.里斯,特劳特.定位.北京:中国财政经济出版社,2002
6.迈克尔·波特.竞争战略.北京:华夏出版社,1997年
7.李晓宇著.提高话语权把握市场降低采购成本——攀钢热镀锌锭采购实践.四川:攀钢经济管理第4期,2007年
8.陈林祥著.攀钢镀(铝)锌市场定位研究.2005年
9.艾·里斯,特劳特.营销革命.北京:中国财政经济出版社,2002
10.王方华,顾锋.市场营销学.上海:上海人民出版社,2003
11.菲利普·科特勒,迪派克·詹恩,苏维·麦森西著.科特勒营销新论.北京:中信出版社,2002年10月
12.菲利普·科特勒.如何创造、赢取并主宰市场.浙江:浙江人民出版社,2002年10月
13.迈克尔·A·希特,R·杜安,爱尔兰·罗伯特,E·霍斯基森.战略管理.北京:机械工业出版社,2004
14.艾.里斯,特劳特.营销战.北京:中国财政经济出版社,2002
15.彭巨光,潘泉.关于企业市场定位的研究.建设机械技术与管理,2003
16.朱培立,曾定春.企业市场定位的竞争策划.企业家天地,2004
17.迈克尔·波特.竞争优势.北京:华夏出版社,1997年1月
18.钢之家.http://www.steelhome.cn/
19.我的钢铁.http://www.mystell.com
20.项保华.企业战略管理—概念、技能与案例.北京:科学出版社,1994年8月
21.弗雷德·R。戴维著.李克宁译.战略管理(第6版).北京:经济科学出版社,1998年6月
22.陈明森.市场进入退出与企业竞争战略.北京:中国经济出版社,2001年2月
23.Ahn,Sanghoon.2002."Competition,Innovation,and Productivity Growth:A Review of Theory and Evidence."
24.Auerbach,Paul.1988 Competition:The Economics of Industrial Change.Cambridge:Basil Blackwell.
25.D'Aveni,Richard A.,and Robert Gunther.1995.Hypercompetitive Rivalries:Competing in.Righly Dynamic Environments.New York:Free Press.
26.Mintzberg,H.,B.Ahlstrand,and J.Lampel.1998.Strategy Safari:A Guided Tour through the Wilds of Strategic Management.New Youk:Prentice Hall.
27.Scherer,F.M.1970.Industrial Marker Structure and Economic Performance.Chicago:Rand McNally.
28.Barry L·Bayus.word of Mouth.The Indirect Effects of Marketing Efforts.Journal jof Advertising Research,1985
29.Frederick E.Webster·Jr and Yoram Wind.Organizational Buying Behavior.Upper Saddle River,Nj:Prentice Hall,1972
30.Al Ries,Jack Trout.Positioning:The Battle for Your Mind.New York:Warner Books,1982
31.Theodore Leviti.Marketing Success through Differentiation-of Anything.Harvard Business Review,1980
32.Michael E·Porter.Competitive Strategy.New York:Free Press,1980
33.Michael E·Porter.Competitive Advantage.New York:Free Press,1985
34.Al Ries and Jack Trout.Marketing Warfare.New York:McGraw-Hill,1986
35.(美国)Michael D.Hutt,Thomas W.Speh.组织间营销管理:从战略视角观察 工业组织间市场.北京:中国人民大学出版社,2006
36.(美国)乔治·斯坦纳.战略规划.北京:华夏出版社,2001
37.(美国)Micheal D.Hurt,Thomas W.Speh.企业营销管理.北京:中信出版社,2004
38.(韩)W.钱.金,(美)勒妮·莫博涅.蓝海战略.北京:北京商务印书馆,2005
39.吴长顺.工业品营销管理.广州:广东高等教育出版社,2004
40.江涛.组织间市场营销.北京:清华大学出版社,2005