【正文】 steel trade, found some problems. Through the analysis of the steel trade enterprises are facing the problem is historic, prominent, but also solved the steel trade enterprises to solve the problem, on the need for a marketoriented to adjust business philosophy, to solve this problem. Increasing the direct supply of customers, further market segmentation, improve the corporate system, and rapid response mechanisms. KEYWARDS: steel trade, marketing model, the relationship between supply and demand, difficulties in financing, logistics control 安徽理工大學(xué)畢業(yè)論文 3 目錄 摘要 ................................................................................................................................. 1 緒論 ................................................................................................................................. 5 1 鋼貿(mào)市場(chǎng)分析 ............................................................................................................. 6 1． 1 市場(chǎng)特性 ....................................................................................................... 6 集中度比較低 ....................................................................................... 6 供應(yīng)商為主導(dǎo)定價(jià) ............................................................................... 6 進(jìn)入壁壘低 ......................................................................................... 6 鋼貿(mào)市場(chǎng)供求關(guān)系 .......................................................................................... 7 宏觀經(jīng)濟(jì)對(duì)鋼材行業(yè)的影響 .......................................................................... 8 世界宏觀經(jīng)濟(jì)運(yùn)行分析 ....................................................................... 8 宏觀政策的變化 ................................................................................... 9 下游產(chǎn)業(yè)投資變化 ............................................................................... 9 原材料市場(chǎng)變化 ................................................................................. 10 粗鋼產(chǎn)量變化及用鋼需求變化 ......................................................... 10 鋼鐵行業(yè)融資前景變化 ..................................................................... 11 2 鋼材貿(mào)易營(yíng)銷模式四階段 ....................................................................................... 11 搬磚頭階段：價(jià)格為導(dǎo)向的營(yíng)銷模式 ........................................................ 12 協(xié)議戶階段：渠道為導(dǎo)向的營(yíng)銷模式 ........................................................ 12 專業(yè)化階段：產(chǎn)品為導(dǎo)向的營(yíng)銷模式 ........................................................ 13 價(jià)格圍繞著產(chǎn)品 ................................................................................. 14 推廣圍繞著產(chǎn)品 ................................................................................. 14 剪切配送階段 ................................................................................................ 14 3 鋼材貿(mào)易行業(yè)營(yíng)銷模式面臨的問(wèn)題 ....................................................................... 15 企業(yè)市場(chǎng)定位模糊 ........................................................................................ 15 定價(jià)策略單一，管理方式粗放 .................................................................... 15 物流不成熟阻礙營(yíng)銷發(fā)展 ............................................................................ 16 “融資難”問(wèn)題長(zhǎng)期存在 .............................................................................. 16 服務(wù)意識(shí)淡薄 ................................................................................................ 16 4 建議與對(duì)策 ............................................................................................................... 16 制定準(zhǔn)確的市場(chǎng)定位策略 ............................................................................ 16 依據(jù)市場(chǎng)變化制定準(zhǔn)確的價(jià)格策略 ............................................................ 17 按照客戶類型和采購(gòu)數(shù)量的不同來(lái)分 ............................................. 18 安徽理工大學(xué)畢業(yè)論文 4 按照新鋼材產(chǎn)品進(jìn)入市場(chǎng)的定價(jià)方式分 ......................................... 18 按照鋼材運(yùn)輸成本分?jǐn)偟牟煌?..................................................... 18 按照與競(jìng)爭(zhēng)對(duì)手的價(jià)格比較來(lái)分 ..................................................... 18 發(fā)展物流，保證貨源 .................................................................................... 19 向上下游拓展和延伸、 ..................................................................... 19 積極發(fā)展第三方專業(yè)化鋼鐵物流企業(yè) ............................................. 19 加快資金周轉(zhuǎn)，解決融資困難 ..................................................................... 20 轉(zhuǎn)變服務(wù)意識(shí) ................................................................................................. 20 5 結(jié)論 ........................................................................................................................... 22 參考文獻(xiàn) ....................................................................................................................... 23 謝辭 ............................................................................................................................... 24 安徽理工大學(xué)畢業(yè)論文 5 緒論 在合肥，我在 鋼材貿(mào)易 市場(chǎng)經(jīng)常聽到的一句話便是“生意越來(lái)越難做，盈利越來(lái)越困難”。如今，一些鋼材經(jīng)銷商對(duì)盈利模式的創(chuàng)新，似乎比以往任何時(shí)候都更關(guān)注。改革開放以來(lái)，隨著鋼鐵這一重要的生產(chǎn)資料作為商 品進(jìn)入流通市場(chǎng)之后，早期一批鋼材貿(mào)易商抓住