Strategy Analysis Based On Mass Customization Marketing Of Jinan Iron&Steel Group

In recent years, along with the majority of domestic and foreign iron and steel manufacture enterprise's marketing keystone by "grew by the scale" transforms "the quality variety", the production management of "combined producing, supplying and marketing" and "massive custom-made marketing" based on realizing profit has already became the guiding ideology of the steel industry current production management Because of the domestic iron and steel industry's ultra conventional development, the product supply and demand balance relations has already been changed fundamentally, the period supply in excess of demand already has formed, the past seller market turned into the buyers' market, the customer has been more and more nit-picked, only the standardized product which provided in the factory can not satisfy them. The technical renewal speeds up, the product development cycle and the product life cycle are being reduced, the market is uncertainty increasing, the personalized demand has been strengthened greatly. All these varied the livelihood foundation of large scale production, the iron and steel manufacturer urgent need a new production and marketing pattern which can meet the customer's requirement for low cost, high quality and personalized products. Therefore, under the current situation, as a manufacture enterprise, who has prominent contradictory between the large scale production and the personalized demand, choosing the massive custom-made marketing pattern must be a trend under the globalization market economy background for Chinese steel manufacturers includes Jinan Steel group.This article (hereafter refers to as the Jinan iron and steel group) take Jinan iron and steel Group as a case, uses massive custom-made marketing theory in the market marketing theory, carried on the enterprise marketing analysis and research. This article obeys the theoretical study, the research and the practice discussion principle, under the theory and actual close union bases, uses case analysis methods to carry on the practice inquisition. This article expounds the root, the connotation and the characteristic of massive custom-made and massive custom-made marketing idea, obtains the importance which the enterprise to implement massive custom-made marketing method. Obtains the competitive advantage resulted from the case analysis to implement massive custom-made marketing method and the enterprise flow restoration which can help the enterprise to realize the advantage.This article emphasis constructing the massive custom-made marketing pattern, through the construction to speed up the course of combining the production and marketing, to solve the difficult problem between the production craft and the sales, to improve the product quality and the output, and finally realize the overall flow optimization and restoration, promote the manufacturer's entire profession competitive level, speed up China get into the powerful steel nation from large steel nation.This article analysis and the suggestion implements to the enterprise massive custom-made marketing has theoretically and practical significance on enhancing the enterprises' competitive power.