Studies On The Marketing Strategy Management Of Jiangxi PXSTEEL Industrial Co., LTD

In recent years, with advancement and implementation of the steel industry policies, such as the reorganization, the elimination of backwardness, energy conservation and emission reduction, industry standard measures in the fields of steel industry, all of these policies are creating favorable conditions for the smooth running of the steel industry and market. But in a fully market competition environment in the steel industry, with increasingly pressure of domestic economic structure adjustment, decreasingly in the strength of steel consumption; The increasingly fierce competition in international market and optimistic situation in steel exportation, more on a growing for the raw material and fuel, steel production cost will continually increasing, enterprise profit leads to a decline. As a result, the overall production and operation will face more serious situation.Based on this, all the steel enterprise should improve themselves in every aspect, implement the cost efficiency activities in the process of production, low cost strategy, meanwhile, how to cultivate core marketing ability has become the most urgent affair. A complete marketing strategy is an important guarantee for the enterprise to realize marketing target. The implementing of marketing strategy often determines the development of enterprises in the future.In this paper, based on the marketing theory of Philip Kotler, system analysis the external environment of Pingxiang Iron & Steel as following aspects:macro industry environment, micro competitions; analysis the current situation and existing problems of Pingxiang Iron &Steel in fields of geographical location, organization design and marketing combination; Have a comprehensive evaluation for the company's current advantages and disadvantages, opportunities and threats with SWOT method. On the basis of the research on market data, set up to "build first national bar line brand ", implement "three sales concentrations" strategy orientation. Aiming at the existing problems, this paper expounds the product strategy by differentiation and developing varieties of product; the price strategy with large area, model big brand, especially expounds cooperation with strategic customers by capital link, As a concept of "the good faith cooperation" to implement the channel strategy of "48" project, emphasizes the dominates of channels to market, has a regular assessment to the dealers to maintain vitality of the channels; Marketing organization structure design should highlight and clear marketing management, sales and service function, strengthen customer relationship management, improve the stability of the customer. The study in this paper should provide some direction for other similar domestic companies to adjust and make marketing strategy.