武钢区域销售公司营销体系及管理的研究
摘要
本文以现代的营销理论为基础，以全球钢铁行业的发展和最新动态为背景，在分析了中国钢铁行业的现状及发展趋势后，以武钢为具体实例，采用现代科学的分析方法和研究工具，通过对武钢产品特点和市场环境乃至中国钢铁行业特点的战略审视和内部分析，提出了完整的武钢区域销售公司的营销体系与管理控制体系。
在营销理念及营销战略方面，本文对当前国外最先进的理论进行描述、分析和综合，分析了我国大型钢铁企业营销理念所经历的四个阶段的特点，提出了我国钢铁行业亟需确定的五种营销理念，通过对大型钢铁企业竞争态势的分析，确立了武钢的营销战略。
分析了营销观念的演变过程，结合武钢营销组织的变化，运用当今区域市场的这一先进的营销理论，对武钢的区域公司进行了剖析。
在先进的营销理念、营销理论的指导下，在对营销渠道的发展进行分析的条件下，通过对钢铁产品的营销渠道分析，提出了武钢区域销售公司的营销体系：直供、工程、可靠的代理商“三位一体”的营销网络战略。
由于钢铁企业的营销刚刚起步，在建立了区域公司的营销体系后，为了保证其体系的正常运行，本文针对区域公司的特点提出了区域公司有效管理的六大要素：区域主管的管理、销售队伍的建设、渠道的管理、客户的管理、过程的管理和结果的管理。并建立完整的绩效考核体系，
本文以武钢为具体实例，既有理论的分析研究，宏微观历史演变的回顾，又有作者本人具体营销实践经验的理论总结，还有前瞻性的研究成果。其创新点主要有：提出了我国大型钢铁企业新的营销理念，创造性的运用了战略管理的方法和工具，建立了武钢营销战略体系，提出并建立了武钢区域销售
西南交通大学硕士研究生学位论文 第＊页
公司的“三位一体”营销网络战略，并设计管理及保证体系。以上都为我国
的大型钢铁企业的营销管理的理论研究和实践提供借鉴。
营销所包含的内容可谓博大精深，限于作者的水平和我国钢铁营销领域
尚处于起步和探索阶段，本文尚有诸多需要今后进一步探索和丰富之处，如
“三位一体”的营销体系的长远发展，区域市场与国际市场互融等。
This article is based on modern marketing theory and in view with the latest development of global iron and steel trade. First, it analyses Chinese iron & steel trade actualities and developing tendency. Second, it adopt modern analysis and research methods such as WISCO example analyses products specification of WISCO and market environment and strategy scanning and inside analysis Chinese Iron & Steel trade specialty also .It present whole marketing and administration control systems for WISCO district marketing company.
At the facet of theory and strategy of marketing, This article describes analyses and generalizes the most advanced theory of abroad, analyses specialty of four phases having been experienced by Chinese Iron & Steel corporations, gives forth five marketing theories in need and confirmed WISCO marketing strategy on the base of analysis on large iron & steel corporation's competition.
It analyses WISCO's zone company with latest marketing theory which analyses marketing concept derived process, combine the change of WISCO's marketing organize and use recently zone market theory.
It give forth WISCO's zone market company marketing system-provide, project, loyal agency's "three leg's tripod" marketing net strategy through analyzing WISCO product's marketing means.
Because Iron & Steel company's marketing has just processed in, after organizing zone company's marketing system and in order to ensure the system run in regular, this paper give forth six factors about effect manage in zone company in terms of its specialty. The factors include manage with zone director, organize marketing team, manage means, manage clienteles, manage process and
results. And also establish whole achievement and effect examination system.
This paper have not only theoretical analyzing and researching and the review of magnificence and micro history evolution but also theoretical conclusion in author's marketing practice experiences and fore sighted research result as WISCO being concrete example. The new terms include in that it gives forth the new marketing thought on large Iron & Steel corporations at home, it creatively uses the methods and tools of strategy mange, it builds WISCO's marketing strategy system, it also gives forth and builds WISCO's zone market company's marketing net strategy and designs manage and assurance system.. Above all provide theory research and practice experiences on our large Iron & Steel corporations marketing manage.
Marketing includes in wide and depth contents. Due to author limit energy and at beginning stage of marketing research in Chinese steel industry. Further study and supplement of the thesis is needed, such as developing forever with marketing system, zone market and inter-nation market's integration and so on which need further explore and abundant in.
在营销理念及营销战略方面，本文对当前国外最先进的理论进行描述、分析和综合，分析了我国大型钢铁企业营销理念所经历的四个阶段的特点，提出了我国钢铁行业亟需确定的五种营销理念，通过对大型钢铁企业竞争态势的分析，确立了武钢的营销战略。
分析了营销观念的演变过程，结合武钢营销组织的变化，运用当今区域市场的这一先进的营销理论，对武钢的区域公司进行了剖析。
在先进的营销理念、营销理论的指导下，在对营销渠道的发展进行分析的条件下，通过对钢铁产品的营销渠道分析，提出了武钢区域销售公司的营销体系：直供、工程、可靠的代理商“三位一体”的营销网络战略。
由于钢铁企业的营销刚刚起步，在建立了区域公司的营销体系后，为了保证其体系的正常运行，本文针对区域公司的特点提出了区域公司有效管理的六大要素：区域主管的管理、销售队伍的建设、渠道的管理、客户的管理、过程的管理和结果的管理。并建立完整的绩效考核体系，
本文以武钢为具体实例，既有理论的分析研究，宏微观历史演变的回顾，又有作者本人具体营销实践经验的理论总结，还有前瞻性的研究成果。其创新点主要有：提出了我国大型钢铁企业新的营销理念，创造性的运用了战略管理的方法和工具，建立了武钢营销战略体系，提出并建立了武钢区域销售
西南交通大学硕士研究生学位论文 第＊页
公司的“三位一体”营销网络战略，并设计管理及保证体系。以上都为我国
的大型钢铁企业的营销管理的理论研究和实践提供借鉴。
营销所包含的内容可谓博大精深，限于作者的水平和我国钢铁营销领域
尚处于起步和探索阶段，本文尚有诸多需要今后进一步探索和丰富之处，如
“三位一体”的营销体系的长远发展，区域市场与国际市场互融等。
This article is based on modern marketing theory and in view with the latest development of global iron and steel trade. First, it analyses Chinese iron & steel trade actualities and developing tendency. Second, it adopt modern analysis and research methods such as WISCO example analyses products specification of WISCO and market environment and strategy scanning and inside analysis Chinese Iron & Steel trade specialty also .It present whole marketing and administration control systems for WISCO district marketing company.
At the facet of theory and strategy of marketing, This article describes analyses and generalizes the most advanced theory of abroad, analyses specialty of four phases having been experienced by Chinese Iron & Steel corporations, gives forth five marketing theories in need and confirmed WISCO marketing strategy on the base of analysis on large iron & steel corporation's competition.
It analyses WISCO's zone company with latest marketing theory which analyses marketing concept derived process, combine the change of WISCO's marketing organize and use recently zone market theory.
It give forth WISCO's zone market company marketing system-provide, project, loyal agency's "three leg's tripod" marketing net strategy through analyzing WISCO product's marketing means.
Because Iron & Steel company's marketing has just processed in, after organizing zone company's marketing system and in order to ensure the system run in regular, this paper give forth six factors about effect manage in zone company in terms of its specialty. The factors include manage with zone director, organize marketing team, manage means, manage clienteles, manage process and
results. And also establish whole achievement and effect examination system.
This paper have not only theoretical analyzing and researching and the review of magnificence and micro history evolution but also theoretical conclusion in author's marketing practice experiences and fore sighted research result as WISCO being concrete example. The new terms include in that it gives forth the new marketing thought on large Iron & Steel corporations at home, it creatively uses the methods and tools of strategy mange, it builds WISCO's marketing strategy system, it also gives forth and builds WISCO's zone market company's marketing net strategy and designs manage and assurance system.. Above all provide theory research and practice experiences on our large Iron & Steel corporations marketing manage.
Marketing includes in wide and depth contents. Due to author limit energy and at beginning stage of marketing research in Chinese steel industry. Further study and supplement of the thesis is needed, such as developing forever with marketing system, zone market and inter-nation market's integration and so on which need further explore and abundant in.
引文
[1]菲利普·科特勒著，梅汝和梅清毫张桁译，《营销管理：分析、计划、执行和控制》(第8版)，上海人民出版社．
[2]李景泰主编，《市场学》，南开大学出版社．
[3]芮新国著，《区域市场》．
[4]贾砚林，《中国大型钢铁企业营销体系研究》．
[5]贾宝军，《武钢钢铁产品营销战略研究》．
[6]《国内外钢铁工业发展状况、竞争力比较及入世后的对策》，冶金经济发展研究中心．
[7]武钢经济技术研究中心，《武钢集团发展战略》．
[8]武钢经济技术研究中心，《武钢钢材市场营销战略研究》．
[9]田义红，《培养团队精神，构造学习型组织》，武钢经济．
[10]龙志和，《宏观经济学》，西南交大出版社．
[11]张玉波，《与员工一起成长》．
[12]陈惠湘，《团队精神与企业领袖》．
[13]郝志强，《4P与4C在企业的实际应用》．
[14]苏勇，陈小平，《渠道关系：从交易型向伙伴型转变》．
[15]胡俊侠，《营销理论的最新演变》．
[16]《国内钢材流通方式的变化及建设武钢销售网络对策探讨》，武钢销售公司．
[17]《中国加入世贸组织(WTO)对武钢产品市场的影响》，武钢销售公司．
[18]范秀成；《关系营销理论及其应用》．
[19]周生伟；《如何建立市场营销人员的绩效管理机制》．
[20]王强，《如何考核销售人员?》．
[21]斯剑，《区域市场冲突的起因及其恶果》．
[22]A.Jerome Jewler, Bonnie L. Drewniany: Creative Strategy in Adertising,Wadswotrh Publishing, 1998
[23]Alvin C.Bum, Ronald F.Bush: Marketing Research,Prrntice Hall, 1998
[24]David Parmerlee: Identifying the Right Markets, NTC Business Books, 1993
[25]David W. Cravens: Strategic Marketing, McGraw-Hill, 1997
[26]Kavangh L.: Steel industry technology roadmap J.AISI, 1998
[27]Samways N L.: Iron & Steel Engineering, 1997(4)
[28]Massimo Lestani.SEAISI,1998(4)
[29]Peter F.Dmcker:Managing for the Future, Truman Talley Books/Plume, 1993
[30]Peter F.Dmcker:Managing in a Time of Great Change,Truman Talley Books/Dutton,1995
[31]William J.McDonald: Direct Marketing:An Integrated Approach,McGraw-Hill, 1998
[2]李景泰主编，《市场学》，南开大学出版社．
[3]芮新国著，《区域市场》．
[4]贾砚林，《中国大型钢铁企业营销体系研究》．
[5]贾宝军，《武钢钢铁产品营销战略研究》．
[6]《国内外钢铁工业发展状况、竞争力比较及入世后的对策》，冶金经济发展研究中心．
[7]武钢经济技术研究中心，《武钢集团发展战略》．
[8]武钢经济技术研究中心，《武钢钢材市场营销战略研究》．
[9]田义红，《培养团队精神，构造学习型组织》，武钢经济．
[10]龙志和，《宏观经济学》，西南交大出版社．
[11]张玉波，《与员工一起成长》．
[12]陈惠湘，《团队精神与企业领袖》．
[13]郝志强，《4P与4C在企业的实际应用》．
[14]苏勇，陈小平，《渠道关系：从交易型向伙伴型转变》．
[15]胡俊侠，《营销理论的最新演变》．
[16]《国内钢材流通方式的变化及建设武钢销售网络对策探讨》，武钢销售公司．
[17]《中国加入世贸组织(WTO)对武钢产品市场的影响》，武钢销售公司．
[18]范秀成；《关系营销理论及其应用》．
[19]周生伟；《如何建立市场营销人员的绩效管理机制》．
[20]王强，《如何考核销售人员?》．
[21]斯剑，《区域市场冲突的起因及其恶果》．
[22]A.Jerome Jewler, Bonnie L. Drewniany: Creative Strategy in Adertising,Wadswotrh Publishing, 1998
[23]Alvin C.Bum, Ronald F.Bush: Marketing Research,Prrntice Hall, 1998
[24]David Parmerlee: Identifying the Right Markets, NTC Business Books, 1993
[25]David W. Cravens: Strategic Marketing, McGraw-Hill, 1997
[26]Kavangh L.: Steel industry technology roadmap J.AISI, 1998
[27]Samways N L.: Iron & Steel Engineering, 1997(4)
[28]Massimo Lestani.SEAISI,1998(4)
[29]Peter F.Dmcker:Managing for the Future, Truman Talley Books/Plume, 1993
[30]Peter F.Dmcker:Managing in a Time of Great Change,Truman Talley Books/Dutton,1995
[31]William J.McDonald: Direct Marketing:An Integrated Approach,McGraw-Hill, 1998