The Research On Heavy Plate Marketing Strategy Of Baoshan Iron & Steel In Dalian

Steel industry is the important standard to judge industrialization of a country. Since 2005, with the development of medium plate production in China, more and more factories on such products have been invested and brought into production. Excess capacity on medium plate products becomes even more obvious. With eruption of Financial Crisis in America, Demands of those products from the downstream industry are shrinking, and production capacity is getting even more excessive, thus, Competition among medium plate manufacturers also become more and more fierce, all those facts have brought challenges to marketing of each medium plate manufacturer under the state of "New Normal".Based on the current overall competitive situation of the steel industry, with taking medium plate produced by Bao Steel as samples and integrating new market competitive environment with development tendency in the future, this thesis conduct an in-depth analysis of the internal and external environment facing medium plate products of Bao Steel. With application of the method of "SWOT" analysis, this thesis study the internal and external factors affecting medium plate products of Bao steel. Furthermore, using "STP" marketing theory, market segmentation and positioning are carried out and end up with a solution of a combined marketing strategy to sell medium plate products of Bao Steel in Dalian area and also come up with supporting measures to ensure the marketing strategy can be implemented smoothly.The thesis is composed of 6 sections. Chapter one, introduction, statement of its analysis background and significance, ways and technical theory, Chapter two, relevant theory, introduction of definition of marketing, evolution of marketing theory, brief introduction of STP and 4P, Chapter three, analysis of Baoshan's plate's marketing environment by macro-environment and industrial environment analysis, Chapter four, its internal environment analysis by production of plates and resource capacity, Chapter five, Baoshan's marketing strategy analysis and supporting measures in Dalian by analysis of SWOT, STP and 4P, meanwhile, the analysis of supporting measures of ensuring complement of marketing strategy in Dalian. Chapter six, Conclusion, make a conclusion.This thesis is the exploration and innovation towards market strategy of marketing medium plate products of Bao Steel, which will bring advancement of the sale and marking of the medium plate products of Bao Steel in Dalian area and can be used as reference and guidance in such respects.