The Research Of Marketing Strategy In The Cold Formed Section For Siist

Shanghai Institute of Iron & Steel Technology (SIIST for short) once was a dominance enterprise in the cold formed section industry. In past planned economy period of time, SIIST pay attention to improve quality and technical of product, then the demand of the cold formed section for the passenger car and farming machine exceeded supply, the production and management of the enterprise was in shape, but in the end of twenty century and at the beginning of this century, as the result of establishing incorrect marketing stratagem, the management of the enterprise was to the bad.In 2002, along with SIIST merging into Bao steel group, according to the new layout of the group, the development of the SIIST for the future arouse the Bao steel's leaders, because the cold formed section is a continuous goods for steel industry, and the other hand the technical advantage and the person with ability advantage which SIIST possesses in this field set foundation for SIIST's developing in the future. At the beginning of 2004, Bao steel group invested nearly two hundred million Yuan to SIIST for equipment and technology improving. SIIST have to adjust it's stratagem, which will bring opportunity and risk to the development of its cold formed section industry .Under this given exterior environment and inside conditions, it will influence the survival and development of the enterprise that the correct market stratagem of cold formed section industry can been drawn or not.The writer use the market theory of Koter.Philip to systematically analyze the exterior environment such as: the cold formed section market, the country economic movement, the steel economic movement and the purchase behavior of the cold formed section market .Also the Five Forces model is used to analyze the...