毕业论文：钢铁业的营销渠道研究.doc

摘要 随着我国对外开放，国外一些先进的营销理念大量进入中国，大大地促进了我国企业的总体营销水平。钢铁工业是我国国民经济的重要组成部分，“渠道为王”是营销界普遍接受的营销理念，并且在各个行业得到广泛验证。由于中国的市场条件和环境的特殊性，国外的先进营销策略和理念在原材料行业应用有着诸多的不适应性。因此，中国的钢铁企业迫切需要与中国目前的市场环境相适应的营销理论来指导钢铁企业的营销管理工作。 本文先对钢铁业的营销渠道的现状进行了概述，阐述了营销渠道的相关理论，分析了山钢重组后各方面的整合，特别是营销渠道的整合，并提出了其在重组之后遇到的各种问题在的，集团管控方面，注重资产经营与管理，适度放权，价值链整合，不同企业间的文化融合，资源的优化配置底，生产效益底等问题。最后提出了若干适合该公司发展的对策，通过独立评估法、多个标准评估法、多个标准正式组合起来的方法激励渠道成员,优惠的返利组合与灵活的返利时间、任务指标的合理性、产业前景成为共同目标来解决渠道冲突；功能调整、素质调整、数量调整三种方法来调整营销渠道。希望能为该公司的发展借鉴。 关键词：营销渠道；山钢； 钢铁； PEST分析As Chinas opening to the outside world, some advanced marketing concept a lot into China, greatly contributed to our Organizations overall marketing level. Iron and steel industry is an important part of our national economy, the channel is King is the marketing sector generally accepted marketing idea, and in every industry-wide validation. As Chinas market conditions and the environment is not foreign advanced marketing strategies and ideas in the raw materials for industry application has multiple of adaptability. Therefore, China Steel Corporation in urgent need and the current market environment that is tailored to marketing theory to guide the iron and steel enterprise marketing management. This article first on iron and steel industry marketing channel provides an overview of the status quo, illustrates the marketing channel related theory, analysis of the steel restructuring all aspects of the integration, in particular the integration of marketing channels, and its then encountered various problems in the governance of, group, focusing on asset management and decentralization of the management, moderation, value chain integration, different cultural fusion between enterprises, of the bottom end, production efficiency. Finally proposed a number of suitable for the companys development strategy, through independent assessment, more standard assessment method, more standard formal combined methods incentive channel members, offers a combination of rebate and flexible rebate t