Anshan Iron And Export Marketing Strategy Research

As the further development of the integrity of the world economy, it is a important issue concerning the enterprises surviving and developing to study how to make a good work of the enterprises international marketing. The overall over supply of the global iron and steel industry and the continuing increase of the domestic production capacity are making Angang facing more serious competition from domestic and abroad. Under such circumstance, it becomes a urgent issue to be solved that how to make the products from Angang to fit the market, especially to occupy the international market, utilizing the two markets of domestic and abroad to get the scalar benefit, expanding the surviving and developing space of the enterprises. The researching purpose of this thesis is just to solve this problem.By exporting, Angang can positively participate the world iron and steel competition, promote the import of the iron and steel technology and equipments, enhance entire level of Angang iron and steel products, speed up the process of Angang building itself to be the world first class iron and steel enterprise. Angang should regard the expanding of their export as the enterprise developing strategy .To achieve the goal of expanding export of Angang product, it appears so important to study and establish a right and effective export marketing strategy for AngangThis article makes the detailed analysis of Angang itself general competitive ability, clarifying the opportunity and threat, strength and weakness for Angang, also adopts the SWOT analysis method to make detailed comparing analysis according to the enterprise strategy theory, by combining my over ten years working experience and what I have learned in the iron and steel import and export field, through the investigation, researching and collecting materials, making the external analysis for the development of the world and domestic iron and steel industry, world iron and steel trading and the current world iron and steel market situation. The article trys to make a research for the export marketing strategy suitable for Angang, changing the current Angang's export deficiency, increasing the overseas market share of Angang product, by discussing the export brand competitive strategy, "one to one export marketing", relationship competitive strategy and value added management for the exporting channel, meanwhile, putting forward the relating ensuring measures to guarantee implementing of the export marketing strategy.