鋼材裁剪加工中心在中國之行銷策略─以P公司為例

鄭宇宏(Yu-hung Cheng)

指導教授 ： 李小梅

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

2003 年後的中國大陸鋼材市場呈現快速成長，同時期台灣地區市場卻逐漸達到飽和狀態，歐美市場因為金融危機發生影響而需求不振。 中國大陸對於鋼材的需求快速成長，因此具規模的高爐鋼廠與著名商社、代理商、經銷商與貿易公司無不競相搶奪市場，紛紛採行各種靈活、多樣性且彈性化的行銷策略。本研究希望藉由個案分析，探討中國大陸鋼材裁剪加工中心現況及其產業分析，並深入探討個案P 公司在中國大陸的行銷策略、競爭策略與未來發展方向。 本研究的架構首先探討鋼材裁剪加工中心產業在中國大陸的市場現況與發展趨勢，再應用Porter(1980)的產業分析工具及Hill & Jones(1998)的產業生命週期理論與Kotler(2006)之行銷策略的理論架構，進行產業評價之SWOT 的分析，並探討P 公司在中國大陸行銷策略及其未來之發展方向。本研究採取質性研究，首先進行次級資料(Literature Search)的蒐集並進行專家訪談，作為本研究的主要方法。在對產業分析及個案發展歷程進行分析後，本研究得到下列的結論，可作為個案公司未來在制定行銷、競爭策略時的參考方針，包括： 一、鋼材裁剪加工行業應從鋼材加工製造業功能，積極加強其服務性質能力以鋼材裁剪加工中心為配套優勢，積極擴大銷售物流規模。二、推行有效的SOP作法、ERP系統、ISO流程認證、CRM客戶關係管理等內部管理措施。三、正確的外部關係策略制定改變傳統經營模式，主動上下游策略夥伴合資或策略合作，可提升強化供應鏈關係，降低雙方降低採購成本與原料風險。四、強化公司資本運籌管道能力，拓大公司企業規模資金能力。五、加強理論研究重視人才培養。六、深入研究探討分析專業清楚了解現有產業情況，主動搜尋新的市場機會進行差異化銷售。

關鍵字

中國大陸市場 ； 行銷策略 ； 產業分析 ； 鋼材裁剪加工中心

並列摘要

After 2003, mainland China steel market showing rapid growth, while markets in Taiwan have gradually reached saturation point. In the American market, the financial crisis of 2008 effect demand serious.
In China, the steel demand is rapid growth. So the blast furnace steel plant scale and the famous trading company, agents, distributors and trading companies. All have adopted a variety of flexible, diverse and flexible marketing strategy competing to grab the market.
This research is using case studies to explore the cutting of steel processing center in China. And depth case P companies in mainland China marketing strategy, competitive strategy and future direction.
First, the structure introduces the steel coil center industry in China''s market status and development trends. Then use the Porter (1980) industry analysis tools and Hill & Jones (1998) industry life cycle theory Kotler (2006) of marketing Strategy theoretical framework for evaluation of the SWOT analysis of industry to deep analysis that. And explore the P companies in mainland China and its future marketing strategy development. In this study, first: the secondary data (Literature Search) to collect. Second: conduct expert interviews (Key information Survey) as the main method of this study.
In the course of development of industry analysis and case analysis, the conclusions of this study are the following.
1. Increase the processing steel industry and manufacturing capabilities, to actively strengthen the nature of their services and actively expand the sales and distribution scale.
2. Execute the SOP, ERP system, ISO certification, CRM customer relationship management, internal management measures.
3. External the relations strategy to develop the right changes the traditional business model.
4. Strengthen the company''s capital capacity, expanding the cash flow and financial capacity of companies.
5. Strengthen theoretical research attention to personnel training.
6. In-depth study of existing industry and clear understanding of the situation, take the initiative to search for new market opportunities for differentiated marketing.

並列關鍵字

the Chinese mainland market ； marketing strategy ； industry analysis ； steel coil center

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