Product Pricing Tactics Research Of State-owned Steelmakers

Since the 21 st century,the steel industry become increasingly mature,it changed from the traditional seller's market to a buyer's market.the steel industry has entered a meager profit era,the advent of the era of meager profit had the biggest impact of iron and steel enterprises.State-owned steelmakers are facing issues such as overcapacity and low profits etc.Many scholars have analyzed the current situation and put forward a number of recommendations,yet few people are concerned about the pricing issue.I believe it is very necessary to study product pricing tactics,because it is a price adjustment process to adapt to the market which is particularly important in oversupply steel market.This article focuses on choosing Valin LYsteel as a specific model of state-owned steelmaker and combine pricing tactics theory and marketing theory.And put forward my views in state-owned steel enterprise product pricing strategy.The first part,the article introduces the selected topic background and significance,and carried on the brief summary of the review in the state-owned steel enterprise product pricing strategy research situation,then put forward research methods by adopting the combination of qualitative analysis and quantitative empirical.The second part,this paper introduce the main support theory of researching pricing strategies including STP theory,the theory of 4Ps andthe theory of 4Cs,at the same time,this part pointed out that iron and steel enterprises should consider external factors such as national policy?the customer demand?supply and demand and other internal factors such as additional costs,corporate goals and marketing strategy when formulating a pricing strategy.The third part,this part briefly introduces the basic situation of the Valin LYsteel,then take a comprehensive analysis on enterprise macro and micro environment of the Valin LYsteel,and summarized the basic situation of the domestic steel industry.The fourth part,the article summarizes three aspects of the problem in product pricing strategy including lack of flexible variability,lack of price prediction and no accurate segmentation,at the same time,this part points out the main causes of improper pricing strategy in the Valin LYsteel and analyzes the adverse effects of improper pricing strategy.Based on the above-mentioned problems in the product pricing strategy,the fifth part of the article puts forward several aspects that can be improved,including strengthening the long-term pricing plans,optimizing the discount pricing strategy,improving the price forecasting ability,launching net-price settlement mode,implementing different pricing strategy.From the basis of the practice of the full text,through theoretical analysis again returns to practice,The research in this article not onlyprovide solutions to the problem in product pricing with the reality that Valin LYsteel is facing huge losses,but also can provide some reference for present product pricing of other state-owned steelmakers.