鋼鐵產(chǎn)業(yè)的國際化營銷


頁數(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，中國已連續(xù)8年保持鋼鐵產(chǎn)量第一的地位，中國是一個鋼鐵大國，但還不是一個鋼鐵強(qiáng)國。近年來，雖然出口有所增長，但進(jìn)口是一直遠(yuǎn)遠(yuǎn)大于出口量。隨著國民經(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，由于世界各國鋼鐵工業(yè)發(fā)展的不平衡，鋼鐵產(chǎn)品在各國之間相互流動就成為一種必然。同時，由于世界鋼鐵產(chǎn)量大于需求量，長期以來，各主要產(chǎn)鋼國處于供大于求的狀態(tài)，鋼鐵市場競爭日益激烈。加入WTO以后，中國將大幅降低鋼鐵產(chǎn)品進(jìn)口關(guān)稅，并取消進(jìn)口限制，國內(nèi)鋼鐵企業(yè)將面臨更加激烈的國內(nèi)和國際市場雙重競爭，因此必須研究如何開拓國際市場以獲得更廣闊的生存和發(fā)展空間。
本鋼在經(jīng)過現(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去的拾遺補(bǔ)缺，降低庫存或者完面相關(guān)的出口指標(biāo)已開始到國際市場是企業(yè)大市場的重要組成部分。本文將針對本鋼的主要產(chǎn)品——板材產(chǎn)品的國際市場現(xiàn)狀和發(fā)展趨勢進(jìn)行分析，應(yīng)用所學(xué)的國際貿(mào)易知識，并結(jié)合本鋼實(shí)際情況，提出一套適應(yīng)本鋼實(shí)際的國際市場營銷的戰(zhàn)略方案。

關(guān)鍵詞：鋼材 大市場 發(fā)展趨勢 國際市場營銷


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．國際市場營銷戰(zhàn)略的意義和作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）國際市場營銷戰(zhàn)略的意義．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（二）國際市場營銷戰(zhàn)略的作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（三）國際市場營銷的基本內(nèi)容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
二．本鋼企業(yè)簡介．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．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．本鋼國際市場營銷環(huán)境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（一）宏觀環(huán)境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
　（二）世界鋼鐵市場的需求分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
?。ㄈ┠繕?biāo)市場定位．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（四）加入WTO后對本鋼的影響．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
四．本鋼國際市場營銷戰(zhàn)略制定．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（一）國際市場營銷戰(zhàn)略目標(biāo)．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（二）國際市場競爭戰(zhàn)略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
（三）國際市場營銷戰(zhàn)略方案．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
參考文獻(xiàn)．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．６