A Study On The Strategic Marketing Of TISCO Stainless Steel Product

Along with the deceleration of the global stainless steel demand, the increase of the supply ability, the application exploited wildly of the stainless steel field and the customer demand increase for personalization, the contradictory is significant of the supply exceeding the demand in the stainless steel products. The TISCO raise higher requests in the field of the raw materials supply, product's structure and quality, and the cost as well for the expansion rapidly of the produce ability. Facing the complex and various environment of the exterior market, the TISCO meet the unprecedented opportunity and threat in the stainless steel business. In the view of enhancing the customer's loyalty, while keeping the strong advantage of competition, the TISCO must emphasize on the marketing activities by a strategy angle, is to implement the strategic marketing.This thesis uses some strategic analysis models, like the PEST analysis model and Porter five forces model, by setting the aim as the strategic goal achievement and getting competition strength on the basis of marketing theories, and roughly analyzes the exterior environment faced in the stainless steel business. Meanwhile this thesis analyzes exactly on the financial ability, product's structure and market position by using the Radar figure and Boston matrix. The market segment is made and the target market is set as well by using basic theory and methods of marketing according to the stainless steel character. Therefore on the basis of analysis both on interior and exterior environment, this thesis sets forth the overall thought route, the goal of TISCO strategic marketing and indictors, and some main tactics, like products' development, distribution and market explore, product's pricing and promotion , furthermore raises the guarantee measures for the implement of strategic marketing.The result of the thesis has lots significance, not only in effectively guiding the TISCO's adjustment and development in the stainless steel field, but it is a good sample for the domestic enterprises which are in same line when dealing with same issues.