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钢铁产业的国际化营销,页数：10字数：8796内 容 提 要钢铁是世界经济体系中最主要的产业之一，中国已连续8年保持钢铁产量第一的地位，中国是一个钢铁大国，但还不是一个钢铁强国。近年来，虽然出口有所增长，但进口是一直远远大于出口量。随着国民经济的快速发展，世界钢铁格局发生着巨大变化，钢铁产品贸易量也快速增长，由于世界各国...
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钢铁产业的国际化营销
页数：10 字数：8796
内 容 提 要
钢铁是世界经济体系中最主要的产业之一，中国已连续8年保持钢铁产量第一的地位，中国是一个钢铁大国，但还不是一个钢铁强国。近年来，虽然出口有所增长，但进口是一直远远大于出口量。随着国民经济的快速发展，世界钢铁格局发生着巨大变化，钢铁产品贸易量也快速增长，由于世界各国钢铁工业发展的不平衡，钢铁产品在各国之间相互流动就成为一种必然。同时，由于世界钢铁产量大于需求量，长期以来，各主要产钢国处于供大于求的状态，钢铁市场竞争日益激烈。加入WTO以后，中国将大幅降低钢铁产品进口关税，并取消进口限制，国内钢铁企业将面临更加激烈的国内和国际市场双重竞争，因此必须研究如何开拓国际市场以获得更广阔的生存和发展空间。
本钢在经过现代化改造后，其产品产量，品种、质量有了非常大的进步。产品出口工作已不再是过去的拾遗补缺，降低库存或者完面相关的出口指标已开始到国际市场是企业大市场的重要组成部分。本文将针对本钢的主要产品——板材产品的国际市场现状和发展趋势进行分析，应用所学的国际贸易知识，并结合本钢实际情况，提出一套适应本钢实际的国际市场营销的战略方案。
关键词：钢材 大市场 发展趋势 国际市场营销
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 录
一．国际市场营销战略的意义和作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）国际市场营销战略的意义．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（二）国际市场营销战略的作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（三）国际市场营销的基本内容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
二．本钢企业简介．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）本钢企业概况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１（二）本钢钢铁产品产量及出口情况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
三．本钢国际市场营销环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（一）宏观环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（二）世界钢铁市场的需求分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（三）目标市场定位．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（四）加入WTO后对本钢的影响．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
四．本钢国际市场营销战略制定．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（一）国际市场营销战略目标．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（二）国际市场竞争战略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
（三）国际市场营销战略方案．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
参考文献．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．６
页数：10 字数：8796
内 容 提 要
钢铁是世界经济体系中最主要的产业之一，中国已连续8年保持钢铁产量第一的地位，中国是一个钢铁大国，但还不是一个钢铁强国。近年来，虽然出口有所增长，但进口是一直远远大于出口量。随着国民经济的快速发展，世界钢铁格局发生着巨大变化，钢铁产品贸易量也快速增长，由于世界各国钢铁工业发展的不平衡，钢铁产品在各国之间相互流动就成为一种必然。同时，由于世界钢铁产量大于需求量，长期以来，各主要产钢国处于供大于求的状态，钢铁市场竞争日益激烈。加入WTO以后，中国将大幅降低钢铁产品进口关税，并取消进口限制，国内钢铁企业将面临更加激烈的国内和国际市场双重竞争，因此必须研究如何开拓国际市场以获得更广阔的生存和发展空间。
本钢在经过现代化改造后，其产品产量，品种、质量有了非常大的进步。产品出口工作已不再是过去的拾遗补缺，降低库存或者完面相关的出口指标已开始到国际市场是企业大市场的重要组成部分。本文将针对本钢的主要产品——板材产品的国际市场现状和发展趋势进行分析，应用所学的国际贸易知识，并结合本钢实际情况，提出一套适应本钢实际的国际市场营销的战略方案。
关键词：钢材 大市场 发展趋势 国际市场营销
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 录
一．国际市场营销战略的意义和作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）国际市场营销战略的意义．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（二）国际市场营销战略的作用．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（三）国际市场营销的基本内容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
二．本钢企业简介．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１
（一）本钢企业概况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．１（二）本钢钢铁产品产量及出口情况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
三．本钢国际市场营销环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（一）宏观环境分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（二）世界钢铁市场的需求分析．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．２
（三）目标市场定位．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（四）加入WTO后对本钢的影响．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
四．本钢国际市场营销战略制定．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（一）国际市场营销战略目标．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．３
（二）国际市场竞争战略．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
（三）国际市场营销战略方案．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．４
参考文献．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．６
