Analysis On The International Marketing Of High Value-Added Steel Sheets Of Anshan And Benxi United Iron And Steel Group

Looking at the world iron and steel industrial history, "steel production" has always been the key indicator to measure a country or a region's developing degree of its iron and steel industry, particularly in the last decade when the international steel market regains vitality, output expand is almost a global phenomenon, which is also the direct aim of ongoing merger and acquisition among iron and steel enterprises at home and abroad. However, because of the increasing technological progress made by global iron and steel industry, the continuous decrease of natural resources, and increasingly fierce market competition, purely increasing the output of crude steel and billet steel has been far from being able to meet the global and domestic market demand. In a word, the iron and steel enterprises have recognized that only through constant innovation and reform, product quality improvement as well as developing high-tech and high-value-added new steel products can they withstand market shocks and the challenges from international competitors in order to achieve real sustainable development of competitiveness connotation.On August 16th, 2005, Anshan Iron and Steel Company and Benxi Iron and Steel Co, Ltd. announced a joint merger and acquisition to establish Anben United Iron and Steel Group. Furthermore, the M&A of the two steel giants is in accordance with the State's iron and steel industry development policy and complies with the world steel industry development trend.This thesis is divided into six chapters:The first chapter introduces the basic information of China's iron and steel industry, and the situation of the Anben United Iron and Steel Group before their reorganization. The second chapter analyzes the market for high value-added steel products and the product decision-making of the United Iron and Steel Group.The third chapter describes the two major giants' international marketing process of their high-value-added steel sheets, as well as the improvement of international marketing capability after their M&A.The fourth chapter analyzes the marketing progress of high value-added steel of the United Group, and the marketing advantages domestically and abroad.The fifth chapter makes a SWOT analysis on the United Group.The last chapter gives recommendations on the future development of the United Group by using simple mathematical formulas.Although the M&A of Angang and Bengang is a historic breakthrough for China's steel industry, more and more structural problems, which restrict the future development of the group, occurred in the two-year practice.However, through further deepening of the reform, high value-added steel will become the leading product of the United Group, and make a profound base for the joint group's overall international marketing capability.