Research On Marketing Channel Strategy Of A Steel Company

With the development of economy, iron and steel enterprises have been developed rapidly, and then lead to overcapacity and other issues, so how to strengthen the management of the marketing channel of iron and steel enterprises, Expand marketing channels for steel enterprises, Improve the sales of iron and steel enterprises, has become one of the key issues that need to be resolved.In this paper, the problem of marketing channel for A steel enterprise has been studied. In the process of this study, it analyzes the current situation of marketing channel management of A steel enterprises, and make a comprehensive analysis of problems and causes of A company marketing channel management, at the same time, this paper puts forward the improvement suggestions and measures. Aiming at the problem that the target of channel construction is not clear, this paper puts forward to strengthen the construction of the channel, the market coverage, the control degree and the flexibility of the channels. For the problem of unstable marketing channels, this paper puts forward that we should strengthen the cooperation between the company and the channel members, to establish a win-win relationship between the two sides, and to strengthen the rapid communication, in order to achieve the purpose of effective coordination of supply and demand. In view of the low level of marketing channel management and control level, this paper suggests that a special marketing channel management department should be established to construct the marketing channel effect evaluation system and realize the effective control of marketing channel. Finally, for the problem of single sales channel, sales network is not perfect, it suggest to improve the enterprise marketing channel network construction, increase sales network coverage, change the original channel mode, focus on the terminal sales, integrated logistics channels, implement the processing and distribution channels strategy, and innovative channel sales means and other measures.Through this research, we not only have a comprehensive understanding of the current market situation of A steel enterprises, but also have a deep analysis on the problems of the company’s marketing channel construction. For iron and steel enterprises to develop marketing channel management plan and measures, it provides a certain reference.