YH Steel Company Development Strategy Research In Overseas Markets

The advancement of economic globalization makes Chinese steel industry faceincreasingly fierce international competition. Coupled with structural imbalance betweendemand and supply in the domestic steel market, steel enterprises have to formulate thecorresponding strategy to diplomatic trapped, pursue existent and evolutionary environment.As a small private steel enterprises, YH steel company mainly produces welding tubeproducts. At present, domestic companies have superfluous off-take potential, foreigncompanies race to control market share, the Chinese steel marketplace is nearly saturated.Therefore, developing effective overseas market development strategy is vital for YHcompany’s long-term development.Based on the international marketing theory, first of all, the thesis analyses the statusquo of the development of steel industry and the situation and the trend of the export ofsteel products of our country. Secondly, combined with the operating physical truth of YHsteel company, the thesis analyzes the reason for overseas market development and thechoice of target market. This thesis employs SWOT means to analyze the internal andexternal environment of YH company, making it clear about the advantages anddisadvantages of company in the target market and facing the opportunities and threats, andthen makes the market positioning of the company in a reasonable manner. Finally, YHsteel company formulates overseas market development strategy that fits the developmentcharacteristics, supplemented by the specific implementation plan and the correspondingguarantee measures.