鞍鋼國貿(mào)公司營銷渠道策略研究.pdf

1、大連理工大學碩士學位論文鞍鋼國貿(mào)公司營銷渠道策略研究姓名：初永鋼申請學位級別：碩士專業(yè)：工商管理指導教師：曲洪敏20060601鞍鋼國貿(mào)公司營銷渠道策略研究MarketingchannelresearchofAnGangInternationalTradeCompanyAbstractnisisanideaboutthemarketingstrategyofironaIldsteelcompanyThisartideisbasedonm

2、OdemmarketingthcoryandinviewwiththelatestdeVelopmentofglobalironaIldsteeltmdeaSwellasdomesticOneIta】1alvsesC11ineseironalldsteeltradeactIlalitiesanddcvelopingtcndencyConsid嘶ngtheproductmaTketenVironmentandchallIlclsituat

3、ionsuchasAGrI℃example，fttriesdesignaproperwayfortllecompanytOadeptonthefIItllrc矗ercecompetitionNawadaysmarketingchaIlnelhadbec鋤eanint柚百bleassetsinmucht】1es鋤ewaythebrandisInviewOftheproductquaIitytendtobesame，manycompanya

4、repursuingapowcrfllldistributionch秈e1asaIIimponaIltdevelopmeⅡtstrategyFirstlytakingintoaccounttIleAGI，I℃produdsandtargetedmarket，itaⅡalysesAGrrCpresentchannelaIlditsprobIemsSecondIyitdiscIlsscdtllesituationofc王linaironan

5、dst∞Iindustryandcharactcdsticofitsmarketing，meaIlwhilepaidmOreattentiOntoforei91landdomesticcompanymarketingch鋤e1aIldsummarizethestandardpattemofChinesecompaIlyThirdJyitdiscussestheaffcctiOⅡofsixfactorsthatcanaffectconst

6、ructionofthechaIlnelinviewofChinesecompanymarketingchannelandAGITCproductsmixItdesignedaselectionmatrixforchannelAccordingtorcsonofmatrix，itanaIysestheadvaIltagesa11ddisadVantagesthenconceiVedanewmarketingcharIIleimixfor

7、AGrrCarIdthespedfjcmarketingstrategyLastbutnotleast，tomakesurcmeadjustedpattemfunction、wlI，itgivesfonhthemanag鋤entregulationsforchannelmemberandthelocalcOmpanyItgjveforthAGlTC’szonemarketcompanymarke痂培system：pmVide，proje

8、ct，selfmadechannel，10yalagcncy’s”fourleg’squadmngle”marketingnetstrategymrough鋤alyzingAGⅡ℃productsandselectionmatrixOntheotherhandtherearestillsomeproblemsthatneedsconsideredfunherSuchashowtobalancethedevelopmeⅡtof”folIr

9、leg’squad砌掣e”marketingnet；howtointegratelocalmarketwithintemationalmarketundertheglobaleconomjcjntegrationcircumstances；howcantheareacomparIyleadthemarketdevelopment；relationshipbe時eencIlltureand10calcompanyMaI量etingindu

10、desinwideandd印thcontents，itdiscussedonIyasmallpanofmarketingnet行ommarketingmixes“4P’Duetoauthorlimitenergyandatbe西nningstageofmarketingresearchinChinesesteelindustry，F(xiàn)urtllerstudyandsupplementisneeded，Keywords：AngaⅡgInte