奔牛集团市场营销战略研究
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摘要
本文以奔牛集团公司的市场营销战略的制定为研究对象,着重分析探讨处在国家宏观产业结构调整过程中的民营企业如何承受政策的压力,适应市场环境的变化,积极的调整企业的经营策略,寻找市场机会。
奔牛集团公司投产的目前只有下沙制管厂,产品主要是小口径的焊接钢管,此前,下沙制管主要为关联企业亚达科技集团生产配套的钢管。本文通过对钢管行业的分析,发现无缝钢管要比焊接钢管的市场吸引力要大,焊管中,大口径的钢管要比中小口径的钢管吸引力要大,公司面临着这样一种令人尴尬的市场局面,更为令人难堪的是,我们目前的产品---小口径的焊管已经进入了产品生命周期的成熟后期,形势岌岌可危。如何在困境中寻找出路,成了奔牛集团面临的一个严峻课题。
通过对奔牛集团公司所处的国家宏观政治经济、行业发展和市场竞争等企业外部环境,采用分析比对法、定性分析法等方法,进行全面、客观的分析论证,得出奔牛集团公司生存的环境和条件。
此后,本文对公司的主要产品钢管,运用波特的五力模型进行了市场结构分析,同时,本文认真地对钢管产品的细分市场进行了对比性的分析,另外,根据产品的效用理论对焊管的功效和相对于客户的价值进行了初步的研究。
在分析评价的基础上,采用波特的竞争力模型和市场战略的理论,得出“集中化战略”是奔牛集团公司比较可以采纳的战略方案。本文同时通过波士顿矩阵的分析方法得出焊管产品的市场发展战略和冷轧硅钢片的市场发展战略。从而制定出奔牛集团公司的市场发展战略方向与目标:稳定自己的战略方向,立足于焊管行业的家具市场和交通工具类市场,在最快的时间内在华东地区的小口径焊管业成为前三名。以高技术含量的冷轧硅钢片作为集团公司的发展方向,克服各种困难,争取2005年度冷轧硅钢片顺利投产。
文章的研究价值在于为奔牛集团提供一套切合实际的营销战略,为奔牛集团公司的健康发展提供指导和帮助。同时,也为同类企业的市场发展战略的制定提供一个借鉴。另外,通过市场战略理论的应用性分析,也发现了一些理论分析工具的局限之处,希望籍此,能为市场战略理论的研究者们提供一些素材。
This thesis make the marketing strategy of BENNIU Group as its study item. It stress at analysising these content : How to bear the pressure of policy for the private company in the process of industry structure adjusted in macroscopic ; How to adapt the variation of marketing environment. How to adjust the operating strategy to look for the opportunity in the market while get rid of the weakness for oneself.There is only one subsidiary corporation that XISHA STEEL TUBE FACTORY have put into production. It mainly make steel tube for the YADA TECHNOLOGY GROUP previously. According to the BENNIU's long plan, welding steel pipe must enter the market. Seamless steel tube is more attracted than the soldering steel tube in the market. The big soldering steel tube is more attracted than the middle and the small in the market. So our group face a awkward situation. Moreover the small soldering steel tube have gone to the riper period according to the product living cycle theory. How to get an outlet in the embarrassed situation become the austere task.It analyze the macroscopic politic and economy environment, industry developing, marketing rival environment and so on though the analyzing and compare method, qualitative analysis method. Then it found the living condition of the BENNIU GROUP.It also study the steel tube and analysis the marketing structure though Michael Porter's model. Meanwhile it study the.steel pipe market segmentation by comparing. Additionally, it study the welding steel tube's efficacy and its value to the customer according to the product's efficacy theory.Base the analysis and evaluate, it regard the "focus strategy" as the BENNIU GROUP'S feasible scheme though Michael Porter's model and market strategy theory. In the same time, it make the welding steel pipe market exploit strategy and Grain Oriented Electrical Sheets marketing strategy by "BCG Grow-Share Matrix". Stabilize its strategy orientation and make itself become the advanced three ranks base the soldering steel pipe
related furniture market and vehicle market. It should extend volume growth and build the famous brand during the special district. It must make developing "Grain Oriented Electrical Sheets" as its goal in order to put it into production by 2005.Its study value is to offer the BenNiu Group a realizable marketing strategyn and guide the group to develop healthy. Meanwhile, it can also offer this kinds of enterprise a good suggestion. From the analysis in the steel market through the marketing strategy, I fand a lot of fault in it. So I hope it can become a kind of study materal for the expert.
奔牛集团公司投产的目前只有下沙制管厂,产品主要是小口径的焊接钢管,此前,下沙制管主要为关联企业亚达科技集团生产配套的钢管。本文通过对钢管行业的分析,发现无缝钢管要比焊接钢管的市场吸引力要大,焊管中,大口径的钢管要比中小口径的钢管吸引力要大,公司面临着这样一种令人尴尬的市场局面,更为令人难堪的是,我们目前的产品---小口径的焊管已经进入了产品生命周期的成熟后期,形势岌岌可危。如何在困境中寻找出路,成了奔牛集团面临的一个严峻课题。
通过对奔牛集团公司所处的国家宏观政治经济、行业发展和市场竞争等企业外部环境,采用分析比对法、定性分析法等方法,进行全面、客观的分析论证,得出奔牛集团公司生存的环境和条件。
此后,本文对公司的主要产品钢管,运用波特的五力模型进行了市场结构分析,同时,本文认真地对钢管产品的细分市场进行了对比性的分析,另外,根据产品的效用理论对焊管的功效和相对于客户的价值进行了初步的研究。
在分析评价的基础上,采用波特的竞争力模型和市场战略的理论,得出“集中化战略”是奔牛集团公司比较可以采纳的战略方案。本文同时通过波士顿矩阵的分析方法得出焊管产品的市场发展战略和冷轧硅钢片的市场发展战略。从而制定出奔牛集团公司的市场发展战略方向与目标:稳定自己的战略方向,立足于焊管行业的家具市场和交通工具类市场,在最快的时间内在华东地区的小口径焊管业成为前三名。以高技术含量的冷轧硅钢片作为集团公司的发展方向,克服各种困难,争取2005年度冷轧硅钢片顺利投产。
文章的研究价值在于为奔牛集团提供一套切合实际的营销战略,为奔牛集团公司的健康发展提供指导和帮助。同时,也为同类企业的市场发展战略的制定提供一个借鉴。另外,通过市场战略理论的应用性分析,也发现了一些理论分析工具的局限之处,希望籍此,能为市场战略理论的研究者们提供一些素材。
This thesis make the marketing strategy of BENNIU Group as its study item. It stress at analysising these content : How to bear the pressure of policy for the private company in the process of industry structure adjusted in macroscopic ; How to adapt the variation of marketing environment. How to adjust the operating strategy to look for the opportunity in the market while get rid of the weakness for oneself.There is only one subsidiary corporation that XISHA STEEL TUBE FACTORY have put into production. It mainly make steel tube for the YADA TECHNOLOGY GROUP previously. According to the BENNIU's long plan, welding steel pipe must enter the market. Seamless steel tube is more attracted than the soldering steel tube in the market. The big soldering steel tube is more attracted than the middle and the small in the market. So our group face a awkward situation. Moreover the small soldering steel tube have gone to the riper period according to the product living cycle theory. How to get an outlet in the embarrassed situation become the austere task.It analyze the macroscopic politic and economy environment, industry developing, marketing rival environment and so on though the analyzing and compare method, qualitative analysis method. Then it found the living condition of the BENNIU GROUP.It also study the steel tube and analysis the marketing structure though Michael Porter's model. Meanwhile it study the.steel pipe market segmentation by comparing. Additionally, it study the welding steel tube's efficacy and its value to the customer according to the product's efficacy theory.Base the analysis and evaluate, it regard the "focus strategy" as the BENNIU GROUP'S feasible scheme though Michael Porter's model and market strategy theory. In the same time, it make the welding steel pipe market exploit strategy and Grain Oriented Electrical Sheets marketing strategy by "BCG Grow-Share Matrix". Stabilize its strategy orientation and make itself become the advanced three ranks base the soldering steel pipe
related furniture market and vehicle market. It should extend volume growth and build the famous brand during the special district. It must make developing "Grain Oriented Electrical Sheets" as its goal in order to put it into production by 2005.Its study value is to offer the BenNiu Group a realizable marketing strategyn and guide the group to develop healthy. Meanwhile, it can also offer this kinds of enterprise a good suggestion. From the analysis in the steel market through the marketing strategy, I fand a lot of fault in it. So I hope it can become a kind of study materal for the expert.
引文
[1] 马尔科姆·麦克唐纳(英)著《营销策划》(中国市场出版社)2004年版
[2] 刘冀生著《企业战略管理》(清华大学出版社)2003年版
[3] 科特勒(美)著《营销战略全书》(九州出版社)2002年版
[4] 彼得斯(美)著《创新理念全书》(九州出版社)2002年版
[5] 《战略实践:如何系统制定企业战略》(机械工业出版社)2003年版
[6] 解培才著《企业战略管理》(上海人民出版社)2002年版
[7] 成刚著《组织与管理原理》(上海人民出版社)2002年版
[8] 华瑞创业管理咨询公司著《现代经理人不可不知的财会知识》(北京工业大学出版社)2003年版
[9] 李永利著《一流的管理》(中国纺织出版社)2003年版
[10] 宿春礼 H.Fred(美)著《全球顶级企业通用的10种企划管理方法》(光明日报出版社)2003年版
[11] (美)迈克尔·波特《竞争战略》陈小悦译(华夏出版社)2004年版
[12] (美)拉里·博西迪、拉姆·查兰著《执行》(机械工业出版社)2003年版
[13] (美) Gwen Dolwn Catchings-castello. Zaltman Alternative. Marketing Reasearch, 2000, 12
[14] (英) John M. Murphy. Branding: A Key Marketing Tool. New York: McGraw-Hill Book Company, 1987
[15] 奔牛集团财务部提供《2004年度企业会计报表》
[17] 奔牛集团人力资源部提供《2004年度人力资源报告》
[18] 何忠治著《电工钢》(冶金工业出版社)1997年
[19] 《成功营销》2004年第6期
[20] 《新营销》2003年第9期
[21] Donnelly, James H. and William R. George (1981), Marketing of Services. Chicago: American Marketing Association.
[22] Wensley, Robin (1981), "Strategic marketing: Betas, Boxes, or Basics," Journal of Marketing, 45 (Summer), 173-82.
[23] Nevin, John R. and Ruth A. Smith (1981), "The Predictive Accuracy of a Retail Gravitation Model: An Empirical Evaluation," in The Changing Marketing Environment, Kenneth Bernbardt et al., eds. Chicago: American Marketing Association.
[24] 《现代营销》2005年第3期
[25] 《战略与管理》2004年12期
[26] Albert Lester1Project Planning and Control[M]. Butterworth-Heinemann, 2000.
[27] Philip Kotler, Gary Armstrong, John Saunders et al. Principles of Marketing[M]. Prentice Hall, 20011
[28] 郭国庆,韩冀东.《市场营销教程及学习指导》北京:高等教育出版社,1999.
[2] 刘冀生著《企业战略管理》(清华大学出版社)2003年版
[3] 科特勒(美)著《营销战略全书》(九州出版社)2002年版
[4] 彼得斯(美)著《创新理念全书》(九州出版社)2002年版
[5] 《战略实践:如何系统制定企业战略》(机械工业出版社)2003年版
[6] 解培才著《企业战略管理》(上海人民出版社)2002年版
[7] 成刚著《组织与管理原理》(上海人民出版社)2002年版
[8] 华瑞创业管理咨询公司著《现代经理人不可不知的财会知识》(北京工业大学出版社)2003年版
[9] 李永利著《一流的管理》(中国纺织出版社)2003年版
[10] 宿春礼 H.Fred(美)著《全球顶级企业通用的10种企划管理方法》(光明日报出版社)2003年版
[11] (美)迈克尔·波特《竞争战略》陈小悦译(华夏出版社)2004年版
[12] (美)拉里·博西迪、拉姆·查兰著《执行》(机械工业出版社)2003年版
[13] (美) Gwen Dolwn Catchings-castello. Zaltman Alternative. Marketing Reasearch, 2000, 12
[14] (英) John M. Murphy. Branding: A Key Marketing Tool. New York: McGraw-Hill Book Company, 1987
[15] 奔牛集团财务部提供《2004年度企业会计报表》
[17] 奔牛集团人力资源部提供《2004年度人力资源报告》
[18] 何忠治著《电工钢》(冶金工业出版社)1997年
[19] 《成功营销》2004年第6期
[20] 《新营销》2003年第9期
[21] Donnelly, James H. and William R. George (1981), Marketing of Services. Chicago: American Marketing Association.
[22] Wensley, Robin (1981), "Strategic marketing: Betas, Boxes, or Basics," Journal of Marketing, 45 (Summer), 173-82.
[23] Nevin, John R. and Ruth A. Smith (1981), "The Predictive Accuracy of a Retail Gravitation Model: An Empirical Evaluation," in The Changing Marketing Environment, Kenneth Bernbardt et al., eds. Chicago: American Marketing Association.
[24] 《现代营销》2005年第3期
[25] 《战略与管理》2004年12期
[26] Albert Lester1Project Planning and Control[M]. Butterworth-Heinemann, 2000.
[27] Philip Kotler, Gary Armstrong, John Saunders et al. Principles of Marketing[M]. Prentice Hall, 20011
[28] 郭国庆,韩冀东.《市场营销教程及学习指导》北京:高等教育出版社,1999.