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1、ADissertationSubmittedtoHebeiUniversityofEngineeringFortheDegreeofMasterofBusinessAdministrationMarketingstrategyresearchofnewproductstothemarketforHangangcoldrollingCandidate：XueGuangdongSupervisor：Prof.CaiZhenyuAcademicDegreeAppliedfor：MasterofbusinessadministrationSpecialty：Masterofbu
2、sinessadministrationCollege/Department：EconomicmanagementinstituteHebeiUniversityofEngineeringDecember,2015摘要摘要目前我國鋼鐵行業(yè)形勢嚴(yán)峻，國內(nèi)市場供過于求，產(chǎn)能嚴(yán)重過剩，鋼鐵企業(yè)面臨著由原來的低端產(chǎn)品向中、高端產(chǎn)品轉(zhuǎn)型升級，新產(chǎn)品的營銷已成為熱點話題，本文在對國內(nèi)冷軋板卷市場以及區(qū)域市場的研究基礎(chǔ)上，深入挖掘冷軋板卷以及區(qū)域市場的特征性質(zhì)，并對其需求進(jìn)行準(zhǔn)確的把握，進(jìn)而找出這兩個領(lǐng)域的市場價值所在和發(fā)展方向，針對現(xiàn)有新產(chǎn)品汽車板、家電板提出邯鋼冷軋新產(chǎn)品市場營銷
3、策略。本文在進(jìn)行冷軋板卷和區(qū)域市場研究的同時，著重對邯鋼冷軋產(chǎn)品進(jìn)行細(xì)致分析，以找準(zhǔn)邯鋼的市場定位和市場需求點，便于之后營銷策略的制定和實施；為了使本文研究更具說服力，筆者進(jìn)行了深入的調(diào)查研究，在信息收集的過程中，充分認(rèn)識到了當(dāng)前形勢下邯鋼的生產(chǎn)能力、當(dāng)前產(chǎn)量、貿(mào)易量以及市場、行業(yè)等層面的需求情況，對邯鋼的現(xiàn)狀特征有了精準(zhǔn)地把握；通過SWOT分析、STP分析。確定了邯鋼冷軋板卷新產(chǎn)品的目標(biāo)市場和需求狀況，在此基礎(chǔ)上給出了邯鋼冷軋新產(chǎn)品營銷策略制定的相關(guān)建議，以便于指導(dǎo)實踐的應(yīng)用，同時也希望借此研究為國內(nèi)的冷軋板卷行業(yè)發(fā)展在營銷層面提供一定的理論指導(dǎo)。關(guān)鍵詞：SWOT分析
4、；STP分析；市場營銷；冷軋卷板IAbstractAbstractGrimsituationofironandsteelindustryinourcountryatpresent,thedomesticmarketsupplyexceedsdemand,theseriousexcesscapacity,ironandsteelenterpriseisfacingfromlow-endproductstothetransformationandupgrading,high-endproducts,inthemarketingofnewproductshasbecomeah
5、ottopic,thisarticlethroughtothedomesticmanufacturemarket,especiallytheHBISexistingregionalmarketin-depthinvestigation,analysisandmanufactureindustry,regionalmarketdemandandcharacteristics,clearHBISmanufacturevolumemarketpositioningandtargetmarket,inviewoftheexistingautomobileplateofnewpr
6、oducts,homeapplianceplateHBIScoldrollingnewproductmarketingstrategiesareputforward.Cold-rolledproductsareanalyzedindetailinthispaper,theregionaldemandsituation,supplyandindustryofHBIScoldrollingnewproductmarketpositioning,targetmarketselectionandmarketingstrategyformulation,itisofgreatsi
7、gnificance；Throughthemarketinvestigationandresearch,masterthedomesticmanufacturevolumeproductsproductioncapacity,production,exportsandindustryandregionaldemandsituationandindustrycharacteristics,regionalcharacteristics；ThroughtheSWOTanalysis,STPanalysis.DeterminetheHBISma
