| In the early 1990 s, highway steel box girder was at the beginning of the domestic application, but the difficulty for manufacturing large steel structure is high; Structure is complex; the requirement for technique, equipment, and site and personnel quality is more. Furthermore, large bridge steel structures are usually national or district key important project, landmarks all those let the completion are centralized among several large native enterprises whose capacity is strong. However, along with more and more enterprises come into this trade, the competition becomes much fierce. Before 90 s, domestic mainly products are steel truss girder, for bridge specification,only a few large state owned enterprise like CRSBG, CRBBG has property to manufacture it.as for technique progressing, steel structure updated faster and faster. Entering into 2000, newly highway steel box girder comes out, railway bolt welding girder, full welding girder, pipe arch bridge come out. Some other enterprises began to join in Manufacture Bridge like WSIG, CRJBE, Zhongtai Steel Structure, Wuqiao Industry. The completion is more and more fierce.If an enterprise wants to survive and develop at this fierce completion market the key important thing she must do a lot is searching marketing strategy. The competition is only from similarity enterprises but newly coming in ones. Such market surrounding is also faced by the steel structure enterprises. However, for bridge steel structure marketing, it is not only products sale; it has deep relationship with several items like country policy, public security and even national security. So it is more complicated than normal products. After several years'development, scale expand, domestic steel structure bridge enterprises sales achievement changed from less than 1.5 billion RMB at the end of 90s to about 4-5 billion RMB now. Their growth pattern almost the same, mainly expanding capacity rapidly to grab market share. Take CRSBG as an example, from 2000 to 2015, successively set new subsidiary in HeBei, Jiangsu, Guangzhou, Wuhan, Inner Mongolia provinces, Capacity turned over several times. During this period, on one hand, with the domestic market with the rapid development of China's economy, the demand has increased dramatically; on the other hand, steel structure directed to large scale development. Manufacture difficulty is harder and harder, the requirement for technique, equipment, working field, delivering capacity is higher and higher. Furthermore, with the populism of lump-contracting, the benefit is less and less by only been the manufacture and the competition compression is stronger and stronger. Although CRSBG is the leader during the reforming of Intelligent, mechanization and workshop, how to become bigger and stronger by facing difficulty of administration, benefit decreasing, short of cash flow and low cash quality? How to break the bottleneck and keep the leader position? This is the issue which we are facing and have to resolving.This thesis mainly research and analysis on steel structure market, try to help CRSBG South Subsidiary to find a way to break the bottleneck,which hampering development like single product and low benefit. According to its own characteristics, enlarge its own advantages, under the uncertainty macro economy environment, make and choose an effective marketing way, and position itself finely.Hope to offer some data bases for the development of the steel structure industry. |
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