鋼鐵產(chǎn)業(yè)的國(guó)際化營(yíng)銷


頁(yè)數(shù)：10 字?jǐn)?shù)：8796


內(nèi) 容 提 要
鋼鐵是世界經(jīng)濟(jì)體系中最主要的產(chǎn)業(yè)之一，中國(guó)已連續(xù)8年保持鋼鐵產(chǎn)量第一的地位，中國(guó)是一個(gè)鋼鐵大國(guó)，但還不是一個(gè)鋼鐵強(qiáng)國(guó)。近年來(lái)，雖然出口有所增長(zhǎng)，但進(jìn)口是一直遠(yuǎn)遠(yuǎn)大于出口量。隨著國(guó)民經(jīng)濟(jì)的快速發(fā)展，世界鋼鐵格局發(fā)生著巨大變化，鋼鐵產(chǎn)品貿(mào)易量也快速增長(zhǎng)，由于世界各國(guó)鋼鐵工業(yè)發(fā)展的不平衡，鋼鐵產(chǎn)品在各國(guó)之間相互流動(dòng)就成為一種必然。同時(shí)，由于世界鋼鐵產(chǎn)量大于需求量，長(zhǎng)期以來(lái)，各主要產(chǎn)鋼國(guó)處于供大于求的狀態(tài)，鋼鐵市場(chǎng)競(jìng)爭(zhēng)日益激烈。加入WTO以后，中國(guó)將大幅降低鋼鐵產(chǎn)品進(jìn)口關(guān)稅，并取消進(jìn)口限制，國(guó)內(nèi)鋼鐵企業(yè)將面臨更加激烈的國(guó)內(nèi)和國(guó)際市場(chǎng)雙重競(jìng)爭(zhēng)，因此必須研究如何開(kāi)拓國(guó)際市場(chǎng)以獲得更廣闊的生存和發(fā)展空間。
本鋼在經(jīng)過(guò)現(xiàn)代化改造后，其產(chǎn)品產(chǎn)量，品種、質(zhì)量有了非常大的進(jìn)步。產(chǎn)品出口工作已不再是過(guò)去的拾遺補(bǔ)缺，降低庫(kù)存或者完面相關(guān)的出口指標(biāo)已開(kāi)始到國(guó)際市場(chǎng)是企業(yè)大市場(chǎng)的重要組成部分。本文將針對(duì)本鋼的主要產(chǎn)品——板材產(chǎn)品的國(guó)際市場(chǎng)現(xiàn)狀和發(fā)展趨勢(shì)進(jìn)行分析，應(yīng)用所學(xué)的國(guó)際貿(mào)易知識(shí)，并結(jié)合本鋼實(shí)際情況，提出一套適應(yīng)本鋼實(shí)際的國(guó)際市場(chǎng)營(yíng)銷的戰(zhàn)略方案。

關(guān)鍵詞：鋼材 大市場(chǎng) 發(fā)展趨勢(shì) 國(guó)際市場(chǎng)營(yíng)銷


Abstract

Steel industry is one of the most important industries of the world economic system, china has been ranking No.1Continuously within 8 years among all countries, but china is biggest country not yet strongest one in the field of steel industry Recently, Chinese steel product export increased gradually, but its import volume exceeds its export volume dramatically. As the world economy develops quickly, world steel industry structure is changing now. Because of the unbalance if steel products between different countries, its inevitable for steel products to flow among the all countries around the world, And, since the capacity exceeds the steel demand, competition in the world steel market becomes more and more fierce After the entry of china into WTO. China will downgrade the import duty and eliminate the import control and barriers of steel products. Domestic steel enterprises will face dual competition not only in the local market and also in the international market to obtain more space to survive and develop
After the modernization of production line, BXSTEEL, Group has made great progress, the output and type of products increased more and the quality improved lot, our purpose of export is not for reducing the stock or fulfill the plan assigned by the government as before, we realize that the international market insists main part of the all market of the company. This article will aim at this steel the main product----the plate product international market present
Situation and the development tendency carries on analyzes, Using international trade knowledge which studies, and gathers this steel actual situation. Proposes a set of strategic plans which adapts actual international market business.
Key words: Steel Product Big Market Development tendency
International Marketing


目 　 錄

一．國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略的意義和作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略的意義．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（二）國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略的作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（三）國(guó)際市場(chǎng)營(yíng)銷的基本內(nèi)容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
二．本鋼企業(yè)簡(jiǎn)介．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）本鋼企業(yè)概況．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１（二）本鋼鋼鐵產(chǎn)品產(chǎn)量及出口情況．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
三．本鋼國(guó)際市場(chǎng)營(yíng)銷環(huán)境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（一）宏觀環(huán)境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
?。ǘ┦澜玟撹F市場(chǎng)的需求分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
　（三）目標(biāo)市場(chǎng)定位．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（四）加入WTO后對(duì)本鋼的影響．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
四．本鋼國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略制定．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（一）國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略目標(biāo)．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（二）國(guó)際市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
（三）國(guó)際市場(chǎng)營(yíng)銷戰(zhàn)略方案．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
參考文獻(xiàn)．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．６