华丰钢铁不锈钢市场发展战略研究

上海交通大学硕士学位论文华丰钢铁不锈钢市场发展战略研究姓名：付庆林申请学位级别：硕士专业：工商管理指导教师：孟宪忠20061001EMBA120809020901990262004490200122516727060%20EMBA221010530EMBA3THESTAINLESSSTEELMARKETDEVELOPMENTSTRATEGYOFHUAFENGCOMPANYABSTRACTFrom1980stothemiddleof1990s,theuseofstainlesssteelpouredintocivilianareas,whichledtotherapidgrowthinworlddemandforstainlesssteel.Stainlesssteelindustry.IinEuropeandtheUnitedStatesisgrowingintoconcentrations,resources,markets,quality,cost,variety,andthemaintechnicalarethecharacteristicsofthestainlesssteelcompetitionisincreasingfierce.StainlesssteelproductionandprocessingindustrybegantogrowrapidlyinChinaandothercountriesandregions.Inthisphase,therapiddevelopmentofChina'snationaleconomyandpeople'srapidlyimprovedlivingstandardshavedriventhestainlesssteelplatedemandwhichisofrapiddevelopment.However,thedomesticstainlesssteelequipmentandbackwardtechnologycausedthequalityofstainlesssteel’soutputinsufficienttomeetdemandand,therefore,itrelyheavilyonimportsofstainlesssteelrequiredforthedomesticstage.Fromthebeginningofthe20thcenturytothemid-1990s,Chinahasbecometheworld'sfastest-growingconsumerofstainlesssteel,stainlesssteelEMBA4apparentdomesticconsumptionof26milliontonsby1990to4.9milliontonsin2004.In2001,China'sstainlesssteelapparentconsumptionreached2.25milliontons,ofwhich1.67milliontonsofimportsinthoseyears,whichhasbecometheworld'slargeststainlesssteelandthelargestconsumerofstainlesssteelimportingcountry.Atthisstage,drivenbytherapidgrowthofdomesticdemandforstainlesssteel,stainlesssteelindustrieshaveenteredanewstageofrapiddevelopment.Duetothesustainedrapidgrowthofthedomesticeconomyandthepeople'slivingstandardcontinuingtoimprove,cars,realestatedecorationandurbanlandscape,andtherapiddevelopmentofindustriessuchaskitchenappliances,andrelatedproductshaveenteredthefamily,city.Peopletookanewconsumerattitudescontinuingtochange,stainlesssteelmarkethasgotrapidgrowth.China'spoliticalandsocialdevelopmentcontinuedtobematureandimproved.Socialstructureisofrelativestabilityandthelegalsystemhasbeengraduallyestablishedandimproved.Countries’rapideconomicgrowth,industrialization,urbanizationandcomprehensiveprocessofbuildingawell-offsocietyareallaccelerating.Andthecentralinstructionofbuildingaharmonioussocietyandalltheseleadthedomesticstainlesssteelconsumptiontogrowrapidly.EMBA5Withtherapiddevelopmentofstainlesssteelinthedomesticstainlessindustry,severallargeregionalmarketshavecameintoshape.Itsbasicformisaccompaniedbyconsumergroupslaws,andconsumerindustriesrelatedtotheformationandtheformationofrelatedprocessingindustries.Regardofthenation,thestainlesssteelmarketbasicallydistributesintheeasternparts,souththecoastandapproachesoftheregions.Theseregionsarealsoofhighereconomylevel.Goodproductionregionoftherelatedstainlesssteelproductsandthestainlesssteelexpenseprofessionrelativearealsocentralized.WuxiandFoshanarethemainmarkets,whichconsumes270milliontonsstainlesssteelandtheseaccountforabout60%oftotalconsumption.Atpresent,therearetensofthousandsofstainlesssteelenterprisesforcirculationbutthemajorityofthemaresmallretailers.Annualsalesof200,000tonsormoreofthesecirculationenterprisesareonlytwoandofthesemorethan100,000tonsarelessthan10,annualsalesvolumeof50,000tonsormorelessthan30.Thestainlesssteelcurrentdistributionrealmalsohastheoperationstandard,whichsufficientlyisnotgoodbytheordertopretendthefalseinferiorphenomenon.Atthesametime,ourcountry‘sstainlesssteelsupplyanddemandoverallhasfundamentalchangeandthecompetitionwillbehastenintensely.EMBA6Analysisofstainlesssteelindustryandthedevelopmentofglobalcompetitivebackgroundofstainlesssteelanddomestictrendswiththedevelopmentoftheexternalcompetitiveenvironment,itisnotdifficulttoseethatcontinuedgrowthinglobalconsumptionofstainlesssteelandhugemarketspace.World'sstainlesssteelproductsprocessingindustryhasacceleratedthetransferforChinaandtherapiddevelopmentofthedomesticstainlesssteelmarketcirculation.Meanwhileincreasinglyfiercecompetitionleaddiversifiedcompetitorstofacethegrimsituation,wemusttaketheinitiativeforHuafengsteeldomesticsteelleadershiprole,thevariousacceleratedtosharpentheircompetitiveabilityandspeedupthestrategicdistributionofstainlesssteeltradeandtherapidincreaseinthedomesticstainlesssteelindustrytradestatusandtherighttospeak.China'seffortstopromoteitselfasthemostcompetitiveareaoftradestainlesssteelbusinessandcirculationenterprises.Toachievethisstrategicgoal,itmustbuildstrategicalliances,resourcedevelopment,marketing,strategicdistributionnetwork,servicecapabilityandservicequality,optimizingtheinformationplatform,internalmanagement,brandbuilding,corporatecultureandotherareastobuildtheircorecompetitiveness.Huafeng’ssuccessandexperienceaccumulatedinsteelcirculationEMBA7throughthesurvivalanddevelopmentofmorethan10yearsbytheacertainamountoffinancialstrength,intheworstcomplicatedcompetitiveenvironment,whichcomposetheabilitytocontrolthemarket.Companieshavenationwidedistributionnetworksandstronginformationcollectionandprocessingfunctionsforcreatingthemostcompetitiveandsustainabledevelopmentinthestainlesssteelbus