A Study On Integration&Optimization Of Marketing Resources For TG Iron And Steel Group

Many big scale and individual level of large-scale iron and steel enterprises,resulting in the overall scale, management difficulty is big. Especially in the face ofthe drastic changes in the external economic situation, led by V&M and Baosteel andother large international steel group steel "giant" to their existing technology, talent,management and market advantages, continue to compress other competitors in theliving space, so how to exert the group scale advantage, effectively the entiremarketing resources, reduce costs, improve their operation efficiency, is the maincontent of this paper.Through the induction of classical theory of Corporation, the group control, putsforward two major attribute, the social attribute of enterprise group,(flagshipadvantage, monopoly advantage) and nature (collaborative advantage, strategicadvantage, brand advantage). In TG group, survival, development, the birth of aprocess as an example, analysis of the iron and steel enterprise group’s background,development process, analyzes the experience of planned economy to a marketeconomy in pain, and summarizes the characteristics and characteristics of thedevelopment of iron and steel enterprise group.Are analyzed, the management currentsituation and deficiency of steel enterprise group is proposed, the suggestions forimproving the resources to the market integration, the resource integration should bebased on the model control group, to improve the scientific management system,establish the first decision support system, specific measures of integrated marketingmanagement chain etc..On this basis, the TG group company’s original control mode, the back of thecomplicated situation, the group decision making process are described andsummarized, finally formed a new management mode, started the integration groupmarketing resources: first, the group company control framework adjustment; thesecond group under the "three" concept change, set a new marketing concept; thenstarted to integrate internal resources, research resources, production resources, set upinformation platform; integration of external sales channels, to establish cooperationrelationship marketing, and potential competitors strong customer relationshipmanagement, customer service management. Finally realized the integration effect,the success of the road out of a marketingresources integration. Through summarize the TG group companies, it is not difficult to see that aslong as all kinds of resources to achieve the accumulation of enterprise market, as oneof the whole body strength in a fist, is bound to produce beyond the usual power. Inthe integration of Tianjin steel industry today, this experience will be furtherpromotion and application.