Design On Marketing Program Of DFXY Co., Ltd.

With the establishment and implementation of the12th five-year plan, our national economy will inevitably grow to a new level; accordingly the infrastructure investment will be enlarged continuously. Thus the demand for steel products related with national economy and the people’s livelihood will be expanded. Higher and higher requirements from the customers to the specification and varieties of semi-finished products and new type are appeared with the development of the design capability of steel structure. The characteristic of customers’requirements is decided by the requirement of new project and project specialty, so current steel trading company must provide suitable material according to the characteristics of the project based on meeting original construction requirements. In order to build relationships with different customers during the trade, DFXY Co. Ltd. is required to build a set of marketing strategies.I have four years experience in supplying raw materials for steel structure engineering and three years experience in steel trade. I’m familiar with steel and customers’ requirements. What’s more, I have my own understanding and experience on the marketing of steel products.Under such background I joined in DFXY Co., Ltd. to establish a new marketing strategy for the company according to my practical experience and marketing management knowledge.The material and data in this paper are mostly from marketing practice. I referred to a large number of materials about industrial development, and investigated the marketing environment that enterprises have to face. I made a complete analysis and research on external opportunities and threats of DFXY Co., Ltd. and its internal advantages and disadvantages using PEST analysis and "five competitive forces model" methods. At the same time, I brought forward a series of marketing programs, and mainly focused on the following aspects:First, a new marketing strategy suitable for the development of the company was brought forward according to its geographic location and superiority. Secondly, the flexibility of the medium and small enterprise was fully exerted to aim at target market and use a "service marketing" strategy, and increase the communication with customers. And thirdly, the advantages of huge steel market of Mountain Tai was fully relied on, and the advantage of the complete portfolio and low prices were exerted, and big convenience was brought to construction, with which customer’s loyalty was increased greatly.Based on my several years practical experience, I will make DFXY Co., Ltd. be more adapt to meet customers’ different requirements from the point of view of what kind of steel supplier is needed by modem environmental engineering customers.