A钢铁企业营销策略现状及存在的问题
The Current Situation and Existing Problems of Marketing Strategies in A Steel Enterprise
林佳伟1
作者信息
- 1. 福州外语外贸学院,福建泉州 362800
- 折叠
摘要
在世界经济一体化加速的背景下,中国的钢铁行业面临着空前的挑战.近年来,国内一些大型钢铁企业纷纷进行兼并和重组,以应对这种新形势.通过并购和重组,我国大型钢铁企业的整体实力将会有一个几何倍数的提升,从而更好地适应未来全球钢铁行业的竞争.然而,现有的市场营销战略仍然是制约我国大型钢铁企业进一步发展的瓶颈,因此,亟需一种新的适合于企业未来发展的市场营销战略.本文以A钢铁企业为研究对象,通过分析其营销策略的现状,总结其现存缺乏灵活多变的定价策略、销售渠道单一、对中间商的管理混乱等问题,并针对问题提出完善的对策,以期为我国大型钢铁企业提供适合其自身发展的市场营销策略.
Abstract
Against the backdrop of accelerated global economic integration,China's steel industry is facing unprecedented chal-lenges.In recent years,some large domestic steel enterprises have carried out mergers and reorganizations to cope with this new situation.Through mergers and acquisitions,the overall strength of China's large steel enterprises will increase exponen-tially,thereby better adapting to the competition of the global steel industry in the future.However,the existing marketing strat-egy is still a bottleneck that hinders the further development of large steel enterprises in China.Therefore,there is an urgent need for a new marketing strategy that is suitable for the future development of enterprises.This article takes A Steel Company as the research object,analyzes the current situation of its marketing strategy,summarizes its existing problems such as lack of flexible and variable pricing strategies,single sales channels,and chaotic management of intermediaries,and proposes sound countermeasures for these problems,in order to provide suitable marketing strategies for the development of large steel and iron enterprises in China.
关键词
钢铁企业/营销策略/钢铁营销Key words
steel enterprises/marketing strategy/steel marketing引用本文复制引用
出版年
2023
NETL
NSTL
维普
万方数据