Research On Marketing Strategy Of Medium And Heavy Plate Products For Linfen Steel Company

With the country’s strong support, Chinese steel industry, as the pillar industry ofChina, has made great development in large scale recent years. The output of crude steelhas increased from567.8million tons in2009to626.6million tons in2010and it islikely to make a breakthrough of650million tons in2011, which shows the continueddriving force of the China’s economic development. However, with the appearance ofinternational financial crises and the doubling growth of production capacity led by theIncreasing domestic plate production line, the plate products, as the main products ofLinfen Steel Company and the widely used products in industries like construction,machinery, bridges, petrochemical, power, automotive, shipbuilding, military, is facinga fierce competition with the surrounding steel companies. Due to the contin-uing imbalance in the basic relationship between supply and demand, the fiercecompetition, and the continuous rise of the raw fuel prices, the profit of steel industriesis gradually narrowing, or even losing its profits. The rigidness of marketing strategy aswell as the changes of the steel market has made it more urgent to make marketingstrategy of steel plate.In this a background, through an analysis of the internal and external environmentby using the method of SWOT, this paper made a comprehensive analysis of thebusiness opportunities and threats, strengths and weaknesses, and made a marketingstrategy for Linfen Steel Company on this basis. First is the introduction of theoriesabout marketing and business strategies, then it is the analysis of the externalenvironment by using the method of PEST, after that it is the detailed analysis of theinternal marketing environment of Linfen Steel Company from these six aspectsincluding Location and production capacity, product structure and competitive capacity, marketing organizations and information technology, new product developmentcapabilities, market position and profitability of the products,and marketing channels,etc. Finally the author made the marketing strategy and the main points ofthe implementation of the strategy by using the method of SWOT.