Study On Marketing Case Of German BSR Steel Group GmbH In Chinese Market

Taking German BSR Steel Group GmbH as the main study object, through comprehensive analyzing market positioning and brand name positioning of BSR Steel GmbH proceeded in China and through study on marketing tactic carried out by BSR Steel GmbH in China, this thesis overviews that as "Century-old Shop", the marketing performance of BSR Steel GmbH in China has achieved a certain success. The main reason for her success was to take her name brand as the core, establishing NICHE marketing tactic that is served for high-end and top-quality niche market, setting very rigorous and clear object positioning and retaining her own technical know-how and technology innovation.Small-and-Medium-sized steel enterprises in China shall, combining with their own advantages, establish long-term development objective, focus their limited resources and capabilities on the specialized market and establish their own core competitiveness.In connection with poor technology innovation and lower capability existed in our small-and-medium-sized steel enterprises, referencing the globalized market experience of German BSR Steel Group GmbH, the thesis put forward the following three propositions for improvement:i. to establish objective and focus their limited resources and capabilities on the specialized market; ii.High specialization and avoid blind diversification; iii.Start with the basic management work of enterprises and cultivate core competitiveness.Generally speaking,small-and-medium-sized steel enterprises in China shall summarize and learn the marketing tactic and marketing experience from the multi-national corporations in China based on the marketing case study on German BSR Steel Group GmbH in Chinese Market. Therefore, those small-and-medium-sized steel enterprises in China can get a firm foothold in the fierce market competition from home and abroad and can obtain the sustainable and long-term development.And the thesis hopes that our small-and-medium-sized steel enterprises can catch up with the multi-national steel enterprises in future.