Marketing Strategy Research Of Seamless Steel Pipes Of PCG Company

As a steel product of higher additional value, seamless steel pipes are often impacted by raw material supply and macroeconomic environment just as other industrial products and investment projects. The constant domestic economic growth in the coming five years as well as national enlarged investment in energy projects offers PCG a very good opportunity for growth in seamless steel pipes. In the meanwhile, seamless steel pipes are confronted with the challenge of substitution products and rigid market competition at home and abroad. It is estimated that the ratio of supply and demand of seamless steel pipes on the domestic market will be 1.25 in the coming five years. And it is indicated in "EFE" matrix analysis that PCG maintain an average status in employing external opportunities and reducing the external threats.The technological innovation restructuring of PCG from 2003 - 2005 serves as a historic opportunity thanks to the great importance attached by provincial governments , municipal governments.and PG group Upon the completion the PCG productivity will amount to 2 million tons, among which seamless steel pipes will account for 800, 000 tons, with the sales and profit increased to 60% of total revenues and profit - rendering seamless pipes doubtlessly a specialty product of PCG after technological innovation.Therefore, it is of pressing need to carry out research of marketing strategy ofseamless steel pipes so as to embrace such a historic development and take the best advantage to form our own powerful competitiveness.This article conies to the following conclusion upon the research of marketing strategy of seamless steel pipes:1, PCG should modify the current full-coverage marketing mode. By adopting a specialized marketing mode, the growth of total products will also see the proportion of special variety pipes over 85%. Such an enhanced standard of special pipes can help to dodge the direct competition of substitute products;2, While readjusting the varieties of products, PCG should practice forecast of annual profit and control of the production process to establish marketing price system through cost behavior analysis of varying;3 , PCG should perfect and reinforce sub-marketing channels to set up customer supply chain of powerful competitiveness;4, PCG should also offer quality customer service to further promote the additional values of products. Through exploiting expectancy and additional values, the total customer cost can be reduced on the increase of total customer value;5, E-commerce, as a novelty of Internet age, can be employed to build new work platform for information resource management, exchange, sharing, product distribution, etc. Such a platform can also accelerate organization capacity, efficiency and power which will in turn lead to great profit for the enterprise.