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1、ADissertationSubmittedtoHebeiUniversityofEngineeringFortheDegreeofMasterofBusinessAdministrationMarketingstrategyresearchofnewproductstothemarketforHangangcoldrollingCandidate：XueGuangdongSupervisor：Prof.CaiZhenyuAcademicDegreeAppliedfor：MasterofbusinessadministrationSpecialty：Masterofbu
2、sinessadministrationCollege/Department：EconomicmanagementinstituteHebeiUniversityofEngineeringDecember,2015摘要摘要目前我国钢铁行业形势严峻，国内市场供过于求，产能严重过剩，钢铁企业面临着由原来的低端产品向中、高端产品转型升级，新产品的营销已成为热点话题，本文在对国内冷轧板卷市场以及区域市场的研究基础上，深入挖掘冷轧板卷以及区域市场的特征性质，并对其需求进行准确的把握，进而找出这两个领域的市场价值所在和发展方向，针对现有新产品汽车板、家电板提出邯钢冷轧新产品市场营销
3、策略。本文在进行冷轧板卷和区域市场研究的同时，着重对邯钢冷轧产品进行细致分析，以找准邯钢的市场定位和市场需求点，便于之后营销策略的制定和实施；为了使本文研究更具说服力，笔者进行了深入的调查研究，在信息收集的过程中，充分认识到了当前形势下邯钢的生产能力、当前产量、贸易量以及市场、行业等层面的需求情况，对邯钢的现状特征有了精准地把握；通过SWOT分析、STP分析。确定了邯钢冷轧板卷新产品的目标市场和需求状况，在此基础上给出了邯钢冷轧新产品营销策略制定的相关建议，以便于指导实践的应用，同时也希望借此研究为国内的冷轧板卷行业发展在营销层面提供一定的理论指导。关键词：SWOT分析
4、；STP分析；市场营销；冷轧卷板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
