Research On Brand Marketing Strategy Of Steel Plate For BS Company

Over the past 40 years of reform and opening up,China’s iron and steel industry has made great progress,but after years of expansion,the iron and steel industry is faced with serious overcapacity,insufficient innovation ability,backward marketing management concept and other problems.As a part of the steel industry,the wear-resistant steel industry,after more than 20 years of continuous expansion,also has the phenomenon of excess production capacity,serious homogenization,and low profitability.As a professional manufacturer of wear-resistant steel plates,BS is in a stage of rapid development in recent years.However,when expanding its market share,the phenomenon of insufficient proportion of high-end products and declining profitability has emerged.After investigating the current situation of BS,it was found that there were deviations in BS’s marketing strategy,which were mainly reflected in the company’s limitation to a product-oriented marketing model,the lagging development of new products and the lack of a scientific pricing mechanism,as well as the unclear positioning of BS in its target market and the lack of brand sales force.This thesis takes BS company as an example,using literature research method,questionnaire survey method and interview method,by reviewing a lot of literature and related theoretical books,combined with the current situation of the company’s development,using relevant tools to conduct in-depth analysis and research on the brand marketing situation of BS company.The specific process is to first analyse the macro environment and industry environment of BS by using PEST analysis,and to analyse the strengths,weaknesses,opportunities and threats of BS by using SWOT analysis.Secondly,combined with the current development status of BS company,analyze the main problems of its brand marketing and analyze the reasons.Subsequently,this thesis further uses the STP model for analysis,and uses the 7Ps marketing theory to formulate targeted brand marketing plans from seven aspects:product,price,channel,promotion,personnel,tangible display,and process.Finally,in order to implement the BS brand marketing strategy smoothly,specific safeguard measures are put forward from the four aspects of organization,human resources,system and corporate culture.The research conclusion of this thesis has important practical significance for promoting the implementation of BS company’s brand marketing strategy,enhancing the competitiveness of the company,maintaining and expanding market share,and also has certain reference significance for the promotion of marketing work of other industrial product companies.