Research On The Maketing Strategies Of PanGang

Although the steel industry functions as one of the key components of China's national economy, the theoretical research of the steel marketing strategies falls behind that of common consumables, In addition, due to the uniqueness of Chinese market condition and environment, foreign marketing philosophy or strategy is not practicable in such circumstance. Therefore, there is an urgent need for the Chinese steel enterprises to embrace Chinese-market-compatible marketing theory to guide their practice. And at the same time, we should also realize that China is only a great county in quality, but not in power. On the above background, Pan Zhi Hua iron&steel Company has been researched on its new-product development strategy in this thesis. In this dissertation applying the method of the combination of marketing theories and practices, according to the objective law of economic development, from the angle of our business, mainly discussed that Pan Gang should set down new marketing strategy to adapt to the changing circumstance effectively.The article first basic on evaluation on the condition and strength of Pan Gang, it makes a wide analysis on its marketing environment and present marketing status. At the same time, this paper studies the present situation of international and national steel products marketing, analyze the marketing environment that PanGang is facing at present, segment the steel products market from three aspects of industry, geography and consumers according to the marketing theory, and make the marketing positioning. Meanwhile, the paper suggests the marketing-mix strategies which contain market, products, price, and so on, to meet the demands of present and latent target markets. These strategies have enlarged its popularity, increase its sale, encourage the moral of its employees to a certain extent from its effectiveness, and reach the desired effect.