Marketing Strategy Research Of OCTG Of Ansteel Co Ltd

The Seamless Steel Pipe Plant of Ansteel Co Ltd is a large factory in our national seamless pipe industry, which is equipped with advanced technological machines and scaled production capability, having a capability of the annual output of over 220 thousand tons of petroleum casing pipes in 2007. The constant domestic economic growth in the coming two to three years as well as national enlarged investment in energy projects offers Ansteel Co Ltd a very good opportunity for growth in seamless steel pipes, at the same time the Seamless Steel Pipe Ansteel Co Ltd also face the competition of interline and the substitute production. Under the new situation, in order to more widely survive and better develop the marketing strategy must be reframed.This thesis, under instruction of enterprise competition strategy theory, is to research iron and steel industry through several management means including the analysis of macroscopic environment, industry analysis, buying behavior analysis, and enterprise internal environment analysis. The thesis concludes the strength and weakness from inside, opportunity and threat from outside as well. Based on the market segments, the thesis definite the target market and detailed present the product strategy, the channel strategy, the price strategy and sales promotion strategy. At the same time, the thesis also frames the feasible plan for strategy, and the measures for implement. By the measures, like perfecting production management, standardizing the management and enhancing staffs'ability and so on, therefore the strategy is to be completely carried on and company's goal will be achieved.By research, this thesis in order to design mode for the marketing channel selection of OCTG of Ansteel and this thesis with the sense of available reference for the selection of marketing channel of steel tube industry.