盐城工学院本科毕业论文 国裕公司钢材经营战略探讨.docVIP

国裕公司钢材经营战略探讨 盐城工学院本科生毕业论文 PAGE II PAGE I 死鱼一条 毕 业 论 文 国裕公司钢材经营 战略探讨 专 业 市 场 营 销 学生姓名 史 中 波 班 级 B营销022 学 号 0210440201 指导教师 　 　 完成日期 二○○六年六月 国裕公司钢材经营战略探讨 摘 要：国裕公司是一家以钢材贸易为主要业务的民营企业。该公司从上世纪90年代开始创业，由于公司采取了有效的经营战略，实现了由小到大、由大变强的转变。但从2005年开始，受国家宏观政策和钢材产能增加等因素的影响，国内钢材供需矛盾突出，业务量减少，利润降低。公司自身经营方面的问题日渐显现：经营思路不适应；产品结构不合理；经营管理人才缺乏。在对公司现有状况分析的基础上，本文提出以下对策：树立正确的经营理念；优化产品结构；营造吸引经营管理人才的氛围；进一步优化营销渠道，减少流通环节，降低交易成本；钢材贸易业务要与公司的物流和制造业务相融合，为顾客提供加工、仓储和运输等附加服务，更好的满足消费者的具体需求，提高获利能力；主动利用电子商务等现代营销工具，借助网上交易来提高信息流和资金流的效率；运用客户关系管理和发直供户等，形成大批稳定的客户群，以保住并扩大现有市场，最终有利于公司的长期发展。 关键词：钢材经营；经营战略；营销渠道；客户关系管理；电子商务 Studying on Business Strategies of Steel Trade in GuoYu Company Abstract： Guo Yu Company is a private enterprise which takes the steel trade as the main service. On the last century 90s, the company started an undertaking, and company scale gradually realized from small to big and strong from that time, because company policy-makers adopted effective management strategies. In 2005, the factors including the national macroscopic policy and steel increase influence the domestic steel. Thus, contradiction of supply and demand in steel is prominent. Business volume and profit of company reduce. Questions of management appear day after day. First, the management mentality is unsuitable. Next, the product management structure is unreasonable. Finally, we are lack managerial person. According to the analysis on existing condition of company, this article proposes the following contents. We establish the correct management theory. Product structure is optimized. We must build atmosphere which attracts the managerial person. Circulation link simplifies and transaction cost reduces. Marketing channel is optimized. We put steel trade with manufacture and transport of company to meet consumers concrete demands by providing services of store and transport. At the same time, the ability of