Shougang Group Plate Product Marketing Strategy, Based On The Core Competitiveness

At the very beginning of 2002, Shougang Group initiated the"two-track"strategy development strategy with a comprehensive consideration of capital environment-control requirements and development strategy through moving outside, which planed to downsize steel output in shijingshan district of the capital of china and transfer the production capacity from capital to coastal districts such as Qinhungdao city & Caofeidian district of Tangshan city and district such as Qianan district of Tangshan city with abundant natural resources so as to develop"one industry, four regions". From 2003 to 2005, iron & steel industry formed"one industry, three regions( Shijingshan, Qinhuangdao, Qianan) development situation, with steel output beyond ten million tons and a better competitive advantages; from 2006 to 2010, form"one industry, multiple regions(Shijingshan, Qinhuangdao, Qianan, Caofeidian)"development situation with a great acceleration of economic output increase. Thus till 2010, Shougang Group will become one of the leading large-scale iron and steel enterprises group with competitive comprehensive economic capacity.The eleventh national Five-Year Plan period will be the fast developing time for steel& iron industry and also the historical span-growing time for Shougang Group. Shougang Group, as the fourth largest steel& iron enterprises, has obviously advantages in the operating funds, R&D and distribution channels.In the following five years, the competition environment of steel & iron industry will go through big changes, meanwhile with the process technology upgrade, structure adjustment of products and the"One industry, Multiple regions"headquarter economy comes into being, the internal management environment of Shougang Group will also change, and consequently the marketing organization structure and the marketing management method will change accordingly.This paper focus on the analysis of plate demand trend in domestic and overseas market, the changes of competition environment in steel & iron industry, the development strategy of Shougang Group during the eleventh national Five-Year Plan period, the analysis for the market environment of Shougang heavy plate and core competence compared with the actual operation situation among the advanced steel & iron enterprises. Based on above-mentioned points, the paper presents the idea for core competence analysis and marketing strategy during the eleventh national Five-Year Plan period of Shougang Group, and the advice for organization execution according to the products structure adjustment progress of Shougang.