Analyse And Design For The Market Strategy Of Chengdu Rongguang Carbon Co.,Ltd.

Following the centralization of global economy, as well as the development of market open-up keep going, the production and trade of steel in the whole world keep high speed development and the total volume of steel production goes higher and higher. As one of the main raw materials for steel-making, the production of graphite electrode also has been getting high-speed development in the recent years. Moreover, with the technical development of steel-making by electric furnace, high power and ultra-high power furnaces become more and more common. It means that the requirment for graphite electrode become more and more strict and the demand for big diameter high power and ultra-high power graphite electrode become bigger and bigger.Under such situation of development, according to the character of itself, chengdu rongguang carbon co.,ltd. faces good opportunity and big risk at the same time. With this given external environment and inner conditions, it will greatly influence the development of the company that the correct market strategy of the company can been drawn or not.The thesis uses the market theory of Philip Ketller, the Five Forces model and SWOT method to do kinds of analysis for evaluating the outside and inside environment, the economic atmosphere and the market behaviors of Chengdu Rongguang Carbon Co.,Ltd. all of these clarified the detailed situation of the industry and indicated the superiority, weakness and opportunity of the company. Finally under the basis of market classify, the thesis determines the target market, clearfies the detailed situation of competition for the graphite electrode industry. At the last, it brings that the company should regard the customer as the center and practices the strategy of product diversity. The new market strategy has an actual effect to the strategic adjustment and long-term development of the Chengdu Rongguang Carbon Co.,Ltd. and can make the company get advantages in the competition, enlarge and stabilize the market share and get continuous development.