中国入世以来，伴随着中国汽车的“井喷式”增长，钢铁业也实现了持续快速增长。近年来跨国钢铁企业争先恐后地来到中国，更严酷的竞争已经来到中国钢铁企业的家门口。如何把握发展的机遇，抢占市场，在未来的竞争中赢得主动，是钢铁企业必须面对和思考的问题。钢铁行业是典型的资本密集型行业，进入该行业需要有大量的沉没成本投入。钢铁行业是宏观经济产业链上的重要行业，我国主要的钢铁集团与其上家和下家建立了密切的长期合作关系，新入厂商难以对现有的大钢铁集团形成威胁。政府对钢铁行业的投资过热情况加大了调控力度，新入厂商，甚至是新项目

【正确答案】：（1）行业新入竞争者威胁小：钢铁行业是典型的资本密集型行业，进入该行业需要有大量的沉淀成本投入。（资本金投入大，新进入者威胁低）
钢铁行业是宏观经济产业链上的重要行业，我国主要的钢铁集团与其上家和下家建立了密切的长期合作关系，新入厂商难以对现有的大钢铁集团形成威胁。（现有产品的成本优势（与规模经济无关）：现有公司对市场非常了解、拥有主要客户的信任、在基础设施方面投入了大量资金并且拥有专利产品技术、独占最优惠的资源、占据市场有利位置、获得政府补贴和经验曲线效应等。）
在政策分析中提到，政府对钢铁行业的投资过热情况加大了调控力度，新入厂商，甚至是新项目的审批将变得非常严格，这对业内现有厂商来说是提供了一种无形的保护。（政府政策）
（2）替代品的威胁小：在目前材料工业的发展水平下，钢铁行业几乎没有近似的替代品。
（3）买方讨价还价的能力：在我国目前宏观经济政策紧缩的情况下，钢铁需求也出现了明显下降，钢材的需求受紧缩性政策的影响最大，因为其主要下家建筑行业正是这一波紧缩性宏观调控的重点对象之一。虽然以后这一政策环境会有所缓和，但形势仍然不容乐观。（钢材是建筑行业主要材料之一，占据成本比例较大，同时由于建筑行业受政策影响，需要压缩成本，所以买方的议价能力较强）
（4）供应方讨价还价的能力：近年来，受中国市场强劲需求推动，全球钢铁行业景气向上，由此推动全球铁矿石价格不断上涨，且有进一步被抬高的预期。为此，钢铁生产商与铁矿石供应商之间常进行价格谈判，已成为全球钢铁产业上下游之间博弈的重要体现。对于铁矿石自给率较低的钢铁企业而言，原材料价格持续上涨和市场谈判中的被动地位，不啻为最大经营挑战。（钢铁企业是购买商，矿石企业是供应商。由于原材料价格持续上涨，因此对于购买商的钢铁企业一定会通过谈判来降低成本，因此议价能力会高。但对于自给率较低的钢铁企业，议价能力有限）
另一方面，主要钢铁生产企业向上游扩展，提高铁矿石自给率，又挤压了现有铁矿石供应商的市场空间。（购买商有能力自行供应原材料，因此议价能力高）
（5）现有竞争者之间的竞争：我国钢铁行业呈现出一种明显的分割状态，各大钢铁集团基本上处于地区垄断地位。（彼此的竞争不激烈）
我国进口钢材主要集中在高档钢材部分，加上贸易保护政策，进口钢材对我国钢铁行业的威胁并不大。（进口产品的竞争不激烈）

Answer the question in English will get 13 marks at most.
（1）Threat of new competitors is low. Steel industry is a typically capital-intensive industry so that large quantities of sunk costs have to be invested into the industry.
( large quantity of funds invested and low threat of new competitors)

Steel industry is an important industry in the macroeconomic industry chain, and primary steel groups have established close and long-term cooperation relationship at home, so new entrants is difficult to constitute a threat to the existing large steel groups.
(cost advantage of existing products(have no connection with economic scales):existing companies with good understanding to the market have earned the trust from the main clients, invested a great quantity of funds in infrastructure , and owned patents, most favorable resources , occupied the favorable market place , and got government grants and experience curve effect.）

As mentioned in policy analysis, government makes more efforts to regulate and control over over-capital in steel industry. New entrants, especially the approval of new projects will become more rigid, which will provide invisible protection against existing companies.
(Government policy)
(4 marks)
（2）threat of substitutes is low. In the current development level of the material industry, the steel industry nearly has no similar substitutes. (1 mark)

（3）Bargain power of buyers: In the current circumstances of deflation in macroeconomic, demands of steel obviously fall, and is greatly influenced by the deflation. Because the downstream, that is, the construction industry is just one of the important objects which is macro economically regulated at present. The policy environment will improve, but it is not so optimistic. (steel is one of the main raw materials, and accounts for large proportion of the costs. At the same time, the construction influenced by the policies needs to reduce the costs, so the buyer have a strong bargain power.)
(2 marks)
（4）Bargain powers of suppliers: In recent years, due to the impetus from the demand in domestic market and the boom in steel industry worldwide, the price of iron ore constantly rises, and is expected to rise further. The steel producers and iron ore suppliers often negotiate about the price, which has become the important presentation about the game between the upstream and downstream in the steel industry.

For the steel enterprises with low degree of self sufficiency of iron ore, the continuous rise in price of raw materials and the passive position in the market negotiation is no doubt the largest challenge.
(Steel enterprises are the buyers, iron ore enterprises are the suppliers. Due to the rise in the price of raw materials, the buyer must reduce the costs by negotiation, so the bargain power will be enhanced. But for the steel enterprise with low degree of self sufficiency, his bargain power is limited.)

In the other hand, main steel enterprises which expand upstream increase the degree of self sufficiency of iron ore, and condense the market space of the existing iron ore suppliers.
(Buyers have the ability to supply the raw materials on his own, so they have a high bargain powers.)
(4 marks)
（5）Competition among the existing competitors: Steel industry at home presents a state of obvious segmentation, and large steel groups are mainly in the monopoly positions.
(The competition among them is not fierce)

Import steel doesn't constitute a large threat because it mainly focuses on top grade parts, and trade protection policies also protect the existing competitors.
(The competition among the import products is not fierce) (2 marks)
【该题针对“波特五力模型”知识点进行考核】