造船板市场需求分析及钢铁企业营销对策研究

摘要

T he shipbuilding industry is the fourth largest steel consumption industry besides construction ,machinery and automobile industry in China .Based on analyzing the present situation of shipbuilding industry ,this essay studies the current demand of shipbuilding steel plate and its developing trend ,and puts forw ard corresponding marketing strategy and coun‐termeasures for the iron and steel enterprises ,w hich include eight aspects—establishment of partnership between iron& steel enterprises and shipbuilding enterprises ,"the overall prod‐uct"marketing idea transformation ,strengthening of supply chain ,rapid responding to the market ,processing and distribution ,marketing model innovation ,the promotion of offshore platform steel and buying‐selling linkage .%造船业是继建筑、机械、汽车之后的我国第四大用钢行业。本文在分析造船行业现状基础上，对当前造船用钢需求及发展趋势进行了一些研究，并针对现状提出了钢铁企业的营销策略，主要涉及钢铁企业和船厂建立上下游战略伙伴关系、“整体产品”营销理念转型、加强供应链融合、快速响应市场、加工配送深加工、营销模式创新、推广海洋平台用钢和购销联动等8个方面。