| The Xiangtan Iron and Steel Group Ltd. Corp (in the short form of XISG) is an important production base for large national Iron and Steel joint enterprises and domestic production of wire rod and metal products. With the increasingly fierce competition in the market, XISG is in an urgent need of a series of systematic scientific marketing strategies ,which can apply marketing theories to practice and play an significant role in the guidance of marketing field of XISG.Based on an analysis of the present situation and the trend of the marketing of iron and steel home and abroad ,the competition within the trade of iron and steel ,this article studies the exterior cicumstances of XISG. After an evaluationtion of the interior rescources, production force, technology and equipment level, management, the development of new products and the orientatior of the development of the enterprise ,the article draws a conclusion of the advantages and disadvantages ,chances and challenges of XISG.With the application of TOPSIS into subdivide assessment of the market of wire rods, it determines the orientation for the marketing of wire rods ofXISG.According to the goal of the development of XISG,the article proposes a series of strategies of market segmentation, products, prices, marketing channel,new field of marketing—E—commerce. |
