從B2B觀點探討營建業客製化廠房策略 之研究－以A公司為例

現代社會沒有鋼鐵，是不可能的。自第一座摩天大樓建於19世紀後期以來，鋼鐵一直用於建築。但最近，鋼鐵已成為小型建築甚至個人住宅的選擇。使用鋼有一定的優勢。與其他框架材料相比，結構鋼在初始成本方面為項目帶來了更大的價值，並降低了其他領域的成本，例如基礎，一般條件和立面系統。結構鋼是在現場製造的，同時正在進行初步場地準備和基礎工作。然後將其帶到現場並迅速豎立，從而加快整個項目進度。這是一個主要優勢，因為無論材料如何，結構框架系統始終處於項目的關鍵路徑上。結構鋼框架為設計師提供了廣泛的選擇，以滿足項目的美學要求。結構鋼被認為是“綠色”產品，因為它完全可回收利用。與其他可回收材料（如塑料）不同，鋼材每次回收時都不會損失質量。結構鋼對每平方英尺建築的環境影響較小，是環保型可持續項目的首選。無論出現何種具體項目挑戰，結構鋼框架系統都能滿足這些挑戰。儘管存在一些缺點，鋼仍然是用於框架商業建築的優選材料，並且在許多結構中越來越受歡迎。由於上述原因，緬甸目前的鋼鐵生產需求正在高速增長。其中一個最明顯的例子是鋼鐵工業。鋼鐵是一種至關重要的產品，特別是對於像緬甸這樣的國家，如果經濟即將起飛，其建築和基礎設施部門需要迅速擴張。鋼鐵是一個重要的戰略性行業，而不是一個可選的額外這就是為什麼世界各國不允許正常的自由貿易規則適用於他們的鋼鐵工業的原因。不幸的是，在忽視這一現實的情況下，緬甸並沒有加入國際社會，而是與眾不同。我們決定在不要求開放互惠的情況下充分暴露自己，這是緬甸鋼鐵業無法從其外國競爭對手的建築和基礎設施合同中獲益的主要原因。我們正在建設更好的緬甸嗎？事實上，在鋼結構建築方面，主要是越南正在建設我們的國家。因此，想要通過專注於營銷的戰略計劃來研究如何在建築行業服務和支持，特別是作為鋼鐵製造商。研究對象是A公司，緬甸三大鋼鐵製造商之一。根據鋼鐵行業的行銷計畫，本研究認為，相關鋼鐵行業將通過不斷增長的人口和吸引國內外投資者的因素，對該地區的建築和基礎設施行業產生重大影響。因此，本研究以A公司的行銷計畫為例，研究緬甸當地鋼鐵供應商的發展和未來趨勢。

關鍵字

鋼鐵行業； B2B營銷計劃

並列摘要

Modern society would be impossible without steel. Steel has been used in construction since the first skyscrapers were built in the late 19th century. But recently, steel has become an option for smaller buildings and even personal residences. Using steel has certain advantages. Compared to other framing materials, structural steel brings greater value to a project in terms of initial cost as well as reduces costs in other areas, such as foundations, general conditions and facade systems. Structural steel is fabricated off-site while preliminary site preparation and foundation work are being performed. It is then brought to the site and rapidly erected, accelerating the overall project schedule. This is a major advantage, as the structural framing system is always on the critical path of the project regardless of material. Structural steel frames provide designers with a wide range of options for addressing a project's aesthetic requirements. Structural steel is considered a “green” product in that it is entirely recyclable. And unlike other recyclable materials such as plastic, steel doesn't lose quality each time it is recycled. With low environmental impacts on a per-square-foot-of-construction basis, structural steel is the premier choice for environmentally conscious, sustainable projects. No matter what specific project challenges arise, structural steel framing systems can meet them. Despite a few drawbacks, steel is still the preferred material for framing commercial buildings and is gaining popularity in many constructions. For the above reasons, the demand in steel production is growing with high speed in current situation in Myanmar. One of the clearest examples is the steel industry. Steel is a vital product, especially for a country like Myanmar whose construction and infrastructure sectors need to expand rapidly if its economy is going to take off. Steel is a vital strategic industry, not an optional extra. And this is why countries around the world do not let the normal rules of free trade apply to their steel industries. Unfortunately, in ignoring this reality, Myanmar is not joining the world community, but standing apart from it. Our decision to expose ourselves fully whilst demanding no reciprocity of openness is a primary reason why Myanmar’s steel industry is unable to benefit properly from the construction and infrastructure contracts that are going to its foreign competitors. Are we building a better Myanmar? In fact, when it comes to steel construction, it is mostly Vietnam that’s building our country. So, want to investigate how to serve and support in construction sectors especially as a steel manufacturer by strategic plans focusing on marketing. The research object is the company A, one of the top three steel fabricator in Myanmar. Based on the marketing plan of the steel industry, this study believes that the related steel industry will have a significant impact on the construction and infrastructure industry in the region through the increasing population and the factors that will attract domestic and foreign investors. Therefore, this study takes the marketing plan of Company A as an example to study the development and future trends of the local steel provider in Myanmar.