A Study Of Guofeng Iron And Steel Corporation Grid Marketing Strategy

China is the largest producer of steel, and our steel production has been more than100milliontons early in1996, becoming the first steel-producing country in the world. From the historical data, inrecent decade, the steel production of China are the highest in the world. At the same time, we are alsoa big steel consumption country, and China’s steel consumption accounts for about32%of the world.Faced with such a huge consumer market, the marketing has became a problem of the iron and steelindustry.The traditional4P marketing strategy (product, price, place and promotion) is proposed byprofessor McCarthy in1960. However, the marketing environment in the twenty-first century is verydifferent. The market is extremely refined, its consumer groups are further differentiation, the numberbecomes smaller, and it tends to be more detailed marketing environment. Many companies who justwant do the linear movement in the4marketing elements are no longer able to adapt to marketdemands in the twenty-first century. So we need to create a new marketing model–the grid marketing.Grid marketing is a new marketing strategy of a non-central, non-planar in recent years. It refersto all the marketing model and marketing resources in one company exist in a gridding status, and thisgrid will not be affected the whole survival of the company by the loss of a few grid, which greatlyreduces the risk of the marketing. By using a variety of effective marketing tools and methods, thecompany will combine the limited marketing resources to obtain the maximum benefit.This article is based on the foundation of marketing management theory, combined with theactual situation of Guofeng Iron and Steel Co., Ltd., by using the SWOT analysis, the PEST analysisand other methods, I have analyzed the internal and external environment of Guofeng Iron&Steel Co.,Ltd., and analyzed the opportunities and threats, the strengths and weaknesses which the company isfacing. Finally, I combined the theory and the practice, and formulated the grids marketing strategy ofGuofeng Steel Co., Ltd., and evaluated the feasibility of the grids marketing strategy.