成都蓉光炭素股份有限公司市场营销分析与战略设计

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1、西南交通大学硕士学位论文成都蓉光炭素股份有限公司市场营销分析与战略设计姓名：王满杨申请学位级别：硕士专业：工商管理指导教师：蒋建平20090301西南交通大学硕士研究生学位论文第1I页AbstractFollowingthecentralizationofglobaleconomy,aswellaSthedevelopmentofmarketopen—upkeepgoing，theproductionandtradeofsteelinthewholeworldkeephighspeeddevelopmentandthetotalvolume

2、ofsteelproductiongoeshigherandhigher．Asoneofthemainrawmaterialsforsteel—making，theproductionofgraphiteelectrodealsohasbeengettinghigh—speeddevelopmentintherecentyears．Moreover,withthetechnicaldevelopmentofsteel-makingbyelectricfurnace，highpowerandultra-highpowerfurnacesbec

3、omemoreandmorecoiilmon．Itme．isthattherequirmentforgraphiteelectrodebecomemoreandmorestrictandthedemandforbigdiameterhighpowerandultra—hi曲powergraphiteelectrodebecomebiggerandbigger．Undersuchsituationofdevelopment，accordingtothecharacterofitself,chengdurongguangcarbonCO．，It

4、cl．facesgoodopporttmityandbigriskatthesametime．Withthisgivenexternalenvironmentandinnerconditions，itwillgreatlyinfluencethedevelopmentofthecompanythatthecorrectmarketstrategyofthecompanyCanbeendrawnornot．ThethesisusesthemarkettheoryofPhilipKetller,theFiveForcesmodelandSWOT

5、methodtodokindsofanalysisforevaluatingtheoutsideandinsideenvironment，theeconomicatmosphereandthemarketbehaviorsofChengduRongguangCarbonCo．，Ltd．alloftheseclarifiedthedetailedsituationoftheindustryandindicatedthesuperiority,weaknessandopportunityofthecompany．Finallyundertheb

6、asisofmarketclassify,thethesisdeterminesthetargetmarket，clearfiesthedetailedsituationofcompetitionforthegraphiteelectrodeindustry．Atthelast,西南交通大学硕士研究生学位论文第1II页itbringsthatthecompanyshouldregardthecustomerasthecenterandpracticesthestrategyofproductdiversity．Thenewmarketstr

7、ategyhasallactualeffecttothestrategicadjustmentandlong—termdevelopmentoftheChengduRongguangCarbonCo．，Ltd．andcallmakethecompanygetadvantagesinthecompetition,enlargeandstabilizethemarketshareandgetcontinuousdevelopment．Keywords：graphiteelectrode，Marketstrategy,diversify,core

8、competition西南交通大学曲南父通大罕学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电