天元实业公司市场营销策略研究
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摘要
热镀锌是钢材防蚀方法中应用最普遍、最有效的工艺措施,热镀锌钢材广泛应用于国民经济基础产业。伴随着我国经济的快速增长以及大力发展建筑、交通、电力和城市基础建设,镀锌铁丝行业迅速发展,行业内竞争也越来越激烈。
天元实业有限责任公司是专业生产经营热镀锌铁丝的民营企业。公司成立初期,公司在极为有利的形势下不断扩大规模,迅速成长,目前在行业内已具有一定影响和较强的实力。但是,众多的同业竞争者的不断进入使整个行业的市场环境和供求关系发生了巨大变化,也使天元公司的生存和发展面临着严峻的考验和挑战。因此,对行业环境、主要竞争对手及顾客等进行认真分析,科学的制定和实施有效的市场营销策略对天元公司在激烈的市场竞争中获取和保持竞争优势,不断做大做强具有非常重要的现实意义。
本文研究主要从天元实业有限责任公司市场营销内外部环境分析、公司市场营销方案策划两方面展开。通过外部营销环境分析,识别各种外部力量及其对公司的影响,为公司抓住发展机会,避开环境威胁提供科学依据。内部资源和营销能力的分析的任务是认清公司自身资源的优劣势和营销过程中存在的问题和不足之处,为公司选择制定市场营销策略方案奠定基础,指明方向。
本文的重点是根据现代市场营销学理论和方法,以传统的4Ps理论为基础,为天元公司进行市场营销方案策划:在市场细分的基础上,选择确定天元公司的目标市场和进行了恰当的市场定位;提出了天元公司镀锌铁丝的4Ps营销组合策略,即产品策略、价格策略、分销策略、促销策略。
最后,本文还从营销组织结构和营销人员选择、培训、管理等两个角度对有效保障营销策略的实施进行了探讨。
Hot zinc-plated method is one of the most popular and effective anti-corrosive methods, and it is widely used in the national economic basic industries. With the development of our country’s economy and developing the building, traffic, electricity and urban infrastructure in a more cost-effective manner, the hot zinc-plated iron wire industry develops rapidly, and then competition becomes more and more intense in the industry.
Tianyuan Industrial Corporation is a private enterprise that specializes in hot zinc-plated wire production. Because of advantageous situation, the company grew up rapidly in the initial stage of its founding and has already had certain influence and stronger capability in the trade at present. But the constant entries of competitors have made a great change to the whole market environment and supply-demand relationship and made Tianyuan industrial corporation face severe test and challenge. So analyzing environment of the industry, main competitors and customer conscientiously and formulating and implementing effective marketing tactics have a very important realistic significance for Tianyuan Industrial Corporation in obtaining and keeping competitive advantages among fierce market competition and becoming bigger and more powerful.
This paper mainly studies the marketing environment and marketing strategy of Tianyuan Industrial Corporation. Through the analysis of the external marketing environment and distinguishing each kind of external strength and its influence on the company, it provides the scientific basis for holding the opportunity of development for the company and avoiding the environment threat. The task of the analysis of internal resources and the marketing ability is to clearly recognize the pros and cons of the resources in the company and questions and deficiencies in the marketing process. It will lay the foundation and indicate the direction for the company to choose and formulate the marketing strategy.
The fourth and fifth chapter is the emphasis of this paper. In this part, author designed the marketing strategy for Tianyuan Industrial Corporation in the use of“4PS”theory. Firstly, author choosed the targeted-market through the analysis of market segmentation and took a market positioning; and then, author designed marketing strategy for Tiyuan Industrial Corporation from four angles: product, price,
天元实业有限责任公司是专业生产经营热镀锌铁丝的民营企业。公司成立初期,公司在极为有利的形势下不断扩大规模,迅速成长,目前在行业内已具有一定影响和较强的实力。但是,众多的同业竞争者的不断进入使整个行业的市场环境和供求关系发生了巨大变化,也使天元公司的生存和发展面临着严峻的考验和挑战。因此,对行业环境、主要竞争对手及顾客等进行认真分析,科学的制定和实施有效的市场营销策略对天元公司在激烈的市场竞争中获取和保持竞争优势,不断做大做强具有非常重要的现实意义。
本文研究主要从天元实业有限责任公司市场营销内外部环境分析、公司市场营销方案策划两方面展开。通过外部营销环境分析,识别各种外部力量及其对公司的影响,为公司抓住发展机会,避开环境威胁提供科学依据。内部资源和营销能力的分析的任务是认清公司自身资源的优劣势和营销过程中存在的问题和不足之处,为公司选择制定市场营销策略方案奠定基础,指明方向。
本文的重点是根据现代市场营销学理论和方法,以传统的4Ps理论为基础,为天元公司进行市场营销方案策划:在市场细分的基础上,选择确定天元公司的目标市场和进行了恰当的市场定位;提出了天元公司镀锌铁丝的4Ps营销组合策略,即产品策略、价格策略、分销策略、促销策略。
最后,本文还从营销组织结构和营销人员选择、培训、管理等两个角度对有效保障营销策略的实施进行了探讨。
Hot zinc-plated method is one of the most popular and effective anti-corrosive methods, and it is widely used in the national economic basic industries. With the development of our country’s economy and developing the building, traffic, electricity and urban infrastructure in a more cost-effective manner, the hot zinc-plated iron wire industry develops rapidly, and then competition becomes more and more intense in the industry.
Tianyuan Industrial Corporation is a private enterprise that specializes in hot zinc-plated wire production. Because of advantageous situation, the company grew up rapidly in the initial stage of its founding and has already had certain influence and stronger capability in the trade at present. But the constant entries of competitors have made a great change to the whole market environment and supply-demand relationship and made Tianyuan industrial corporation face severe test and challenge. So analyzing environment of the industry, main competitors and customer conscientiously and formulating and implementing effective marketing tactics have a very important realistic significance for Tianyuan Industrial Corporation in obtaining and keeping competitive advantages among fierce market competition and becoming bigger and more powerful.
This paper mainly studies the marketing environment and marketing strategy of Tianyuan Industrial Corporation. Through the analysis of the external marketing environment and distinguishing each kind of external strength and its influence on the company, it provides the scientific basis for holding the opportunity of development for the company and avoiding the environment threat. The task of the analysis of internal resources and the marketing ability is to clearly recognize the pros and cons of the resources in the company and questions and deficiencies in the marketing process. It will lay the foundation and indicate the direction for the company to choose and formulate the marketing strategy.
The fourth and fifth chapter is the emphasis of this paper. In this part, author designed the marketing strategy for Tianyuan Industrial Corporation in the use of“4PS”theory. Firstly, author choosed the targeted-market through the analysis of market segmentation and took a market positioning; and then, author designed marketing strategy for Tiyuan Industrial Corporation from four angles: product, price,
引文
[1] 陈冬. 中国热镀锌行业现状与前景. 河北冶金. 2002, (5): 31-34
[2] 陈东, 金向雷. 我国大陆热镀锌的现状、技术进展和发展动向. 2003 年全国第四届腐蚀大会的特邀报告
[3] (美)迈克尔?波特. 竞争战略. 陈小悦译. 北京: 华夏出版社, 1997
[4] 菲利普·科特勒, 洪瑞云, 梁绍明等. 梅清豪译. 市场营销管理(亚洲版).第二版. 北京: 中国人民大学出版社, 2000
[5] (美)唐·舒尔茨. 营销到底怎样整合. 市场营销. 2002, (2): 4-10
[6] 黄培伦. 组织行为学. 广州: 华南理工大学出版社, 2002
[7] 于焱. 浅析企业营销渠道网络建设. 科学与科学技术管理. 2002, (3): 71-74
[8] 王蕴红. 中国企业营销创新的八个方面. 企业活力. 2002, (4): 23-25
[9] 米家乾. 如何让销售人员更勤奋. 中国商贸. 2003, (3): 72-74
[10] 唐嘉庚. 统帅野战排——销售人员管理的重点、难点与方法. 中国商贸. 2002,(1): 63-65
[11] 荆宁宁, 杨亚达. 客户的分类与管理. 中国质量. 2002, (8): 15-17
[12] 朱伟, 钱进. 卖掉“大家伙”!一一优化重工业品销售渠道. 环球企业家. 2003, (5): 52-55
[13] J.B. Thomas, S.M. Clark, and D.A.Gioia. “Strategic Sense-making and Organizational Performance: Linkages Among Scanning, Interpretation, Action, and Outcomes”, Academy of Management Journal. 1993, (4): 39-43
[14] 菲利普·科特勒. 市场营销原理. 第 16 版. 赵平, 王霞译. 北京: 清华大学出版社, 2003
[15] 钟禾. 2003 年中国宏观经济形势及 2004 年的展望. 经济研究参考. 2004,(7): 5-11
[16] 李欣, 李慧芳. 宏观经济发展趋势及对建材工业的影响分析. 中国建材. 2004, (1): 40-47
[17] 俞钢强. 中国镀锌工业的发展及对锌的需求. 世界有色金属. 1999, (8): 19-22
[18] 汤长水. 新一代高效防腐热镀锌技术问世. 化工之友. 2003, (1): 9-11
[19] 李衡. 浅述国内热镀锌产品现状及发展趋势. 有色矿冶. 2000, (6): 40-43
[20] 车庆斌. 我国钢材腐蚀现状和发展方向. 焊管, 2002, (3): 1-3
[21] 黄凯. 战略管理. 北京: 石油工业出版社, 2004, 30-32
[22] Michael Porter. What Is Strategy?. Harard Business Review. 1996, (11): 61-78
[23] Alfred R.Oxenfeldt and William L.Moore. Customer or Competitor: Which Guidelines for Marketing. Management Review, 1990, (6): 43-45
[24] 伍翼程, 李倩兰, 李乐群. 市场营销原理与实务. 长沙: 中南大学出版社, 2004, 85-89
[25] Thomas S.Robertson and Howard Barich. A Successful Approach to Segmenting Industrial Markets. Planning Forum, 1996, (3): 36-41
[26] 吕一林, 杨延龄, 李蕾. 现代营销学. 第二版. 北京: 清华大学出版社, 2000, 389-456
[27] 菲利普·科特勒, 洪瑞云, 梁绍明等. 营销管理(亚洲版·第三版). 北京:中国人民大学出版社, 2005
[28] Theodore Levitt. Marketing Success through Differentiation. Harard Business Review, 1980, (1): 42-46
[29] 金永生. 市场营销学通论. 北京: 北京工业大学出版社, 2000
[30] 伯特·罗森布罗姆. 营销渠道管理. 第 6 版. 李乃和译. 北京: 中国人民大学出版社, 1998
[31] 徐鼎亚. 市场营销学. 上海: 复旦大学出版社, 2001, 273-279
[32] 郭毅, 侯丽敏, 李耀东编著. 组织间营销. 北京: 电子工业出版社. 2001
[33] Gilbert A.Churchill, Jr.,Neil M.Ford. Sales Force Management: Planing, Implementation, and Control, 4thed. Homewood: Irwin, 1993
[2] 陈东, 金向雷. 我国大陆热镀锌的现状、技术进展和发展动向. 2003 年全国第四届腐蚀大会的特邀报告
[3] (美)迈克尔?波特. 竞争战略. 陈小悦译. 北京: 华夏出版社, 1997
[4] 菲利普·科特勒, 洪瑞云, 梁绍明等. 梅清豪译. 市场营销管理(亚洲版).第二版. 北京: 中国人民大学出版社, 2000
[5] (美)唐·舒尔茨. 营销到底怎样整合. 市场营销. 2002, (2): 4-10
[6] 黄培伦. 组织行为学. 广州: 华南理工大学出版社, 2002
[7] 于焱. 浅析企业营销渠道网络建设. 科学与科学技术管理. 2002, (3): 71-74
[8] 王蕴红. 中国企业营销创新的八个方面. 企业活力. 2002, (4): 23-25
[9] 米家乾. 如何让销售人员更勤奋. 中国商贸. 2003, (3): 72-74
[10] 唐嘉庚. 统帅野战排——销售人员管理的重点、难点与方法. 中国商贸. 2002,(1): 63-65
[11] 荆宁宁, 杨亚达. 客户的分类与管理. 中国质量. 2002, (8): 15-17
[12] 朱伟, 钱进. 卖掉“大家伙”!一一优化重工业品销售渠道. 环球企业家. 2003, (5): 52-55
[13] J.B. Thomas, S.M. Clark, and D.A.Gioia. “Strategic Sense-making and Organizational Performance: Linkages Among Scanning, Interpretation, Action, and Outcomes”, Academy of Management Journal. 1993, (4): 39-43
[14] 菲利普·科特勒. 市场营销原理. 第 16 版. 赵平, 王霞译. 北京: 清华大学出版社, 2003
[15] 钟禾. 2003 年中国宏观经济形势及 2004 年的展望. 经济研究参考. 2004,(7): 5-11
[16] 李欣, 李慧芳. 宏观经济发展趋势及对建材工业的影响分析. 中国建材. 2004, (1): 40-47
[17] 俞钢强. 中国镀锌工业的发展及对锌的需求. 世界有色金属. 1999, (8): 19-22
[18] 汤长水. 新一代高效防腐热镀锌技术问世. 化工之友. 2003, (1): 9-11
[19] 李衡. 浅述国内热镀锌产品现状及发展趋势. 有色矿冶. 2000, (6): 40-43
[20] 车庆斌. 我国钢材腐蚀现状和发展方向. 焊管, 2002, (3): 1-3
[21] 黄凯. 战略管理. 北京: 石油工业出版社, 2004, 30-32
[22] Michael Porter. What Is Strategy?. Harard Business Review. 1996, (11): 61-78
[23] Alfred R.Oxenfeldt and William L.Moore. Customer or Competitor: Which Guidelines for Marketing. Management Review, 1990, (6): 43-45
[24] 伍翼程, 李倩兰, 李乐群. 市场营销原理与实务. 长沙: 中南大学出版社, 2004, 85-89
[25] Thomas S.Robertson and Howard Barich. A Successful Approach to Segmenting Industrial Markets. Planning Forum, 1996, (3): 36-41
[26] 吕一林, 杨延龄, 李蕾. 现代营销学. 第二版. 北京: 清华大学出版社, 2000, 389-456
[27] 菲利普·科特勒, 洪瑞云, 梁绍明等. 营销管理(亚洲版·第三版). 北京:中国人民大学出版社, 2005
[28] Theodore Levitt. Marketing Success through Differentiation. Harard Business Review, 1980, (1): 42-46
[29] 金永生. 市场营销学通论. 北京: 北京工业大学出版社, 2000
[30] 伯特·罗森布罗姆. 营销渠道管理. 第 6 版. 李乃和译. 北京: 中国人民大学出版社, 1998
[31] 徐鼎亚. 市场营销学. 上海: 复旦大学出版社, 2001, 273-279
[32] 郭毅, 侯丽敏, 李耀东编著. 组织间营销. 北京: 电子工业出版社. 2001
[33] Gilbert A.Churchill, Jr.,Neil M.Ford. Sales Force Management: Planing, Implementation, and Control, 4thed. Homewood: Irwin, 1993