Research On The Marketing Strategy Of Large Scale Steel Company

Along vvith the opening up to the vvorld, a plurality of advanced marketing philosophy has been introduced into China, vvhich has greatly improved the marketing practices in many enterprises. With its steel products used as capital goods for many industries, the steel industry functions as one of the key components of China' s national economy. However, the theoretical research of the steel marketing strategies fali?behind that of common consumables. In addition, due to the uniqueness of China' s market condition and environment, foreign marketing philosophy or strategy is not praticable in such industried as raw materials in China. Therefore, there is an urgent need for the Chinese steel enterprises to embrace Chinese - market - compatible marketing theory to guide theirpractice.Based on China' s market environment as the research background, the author sets out to con-duct researches respectively on the marketing philosophy, principles of marketing strategy, selection of marketing channels, products, prié‘•, distribution, promotion, etc. They are currently adopted in the steel enterprises. The author then continues to carry out a study on the application of the theories concerning products, prié‘•, distribution, promotion, etc. The author goes on to discuss the interactive relations betvveen the prié‘•, production, distributin, and promotion. Based on a survey of the general characteristics of the steel product market, the author further explores the prié‘• management mode of the steel enterprises. From a strategic perspective, the authosralso examines the interdependent rela-tionship betvveen the enterprises and intermediate dealers, and then points out that the steel enterprises shoule stop the obsolete idea of considering that' the intermediate dealers dependent on the enterprises ". The author creatively states that the intermediate dealers have the functions of market linking and modulating. By taking into consideration the marketing practices of the steel enterprises, the author putsforth some useful methods forregionaloperationandchannelcontrolling. The thesis presents an objective evaluation of the promotion situation of the steel industry, and introduces the sophisticat-ed foreign advertising - effect evaluation model, providing the steel industry vvith and evaluation tool to accomplish the smooth transition from the gualitative evaluation of promotion effects to a gualita-tive - plus - quantitative evaluation. The thesis further contains an analysis of the transaction fea-tures, market structure, and competition situation of hot plate (a kind of steel product) when marketed in a specific regional market - Sichuan Province. Basd on the analvsis, the author also puts forth cor-responding measures and suggestions.