An Appraisal Study On The Marketing Competitiveness Of The Large-scale Plate Iron & Steel Enterprise

In recent years, the marketing competitiveness has become a hot issue in the fields of marketing and competitiveness. With the increase in the fierce competition of the plate market and the decrease in product differentia, the main problem facing the iron and steel enterprises is to improve the marketing competitiveness. Thus, it is necessary to properly appraise the marketing competitiveness of both the enterprise itself and its opponents. Therefore, we have conducted a systematic research on the appraisal of the marketing competitiveness of the large-scale plate iron and steel enterprises.After analyzing the marketing competitiveness of large-scale plate iron and steel enterprises, this paper summarizes the research fruit of marketing competitiveness of domestic and overseas scholars. On the basis of referring to the principles of average appraisal system of competitiveness, according to the practical situation of plate iron and steel enterprises, this paper has established a primary appraisal system composed of 6 parts—enterprises'strategic objective, marketing research, marketing strategy, marketing policy, marketing execution, and control. Subsequently, the analytic hierarchy process,Delphi method,Microsoft Excel and SPSS 13.0 are used to do an empirical research on the two typical large-scale plate iron and steel enterprises—a comparative analysis of their marketing competitiveness. Also, related suggestions are given according the strength and weakness of the two enterprises.Through investigation and research, we discovered that marketing concept, marketing strategy and the enterprises'strategic objective have greater significance in the whole appraisal system, while among the marketing policy, promotion effect, and the relationship between dealers and processing delivery centers have relatively a less significance. The empirical research on the two large-scale plate iron and steel enterprises has proved that the appraisal index system and appraisal method of this paper is feasible.