Research On The Marketing Competitive Strategy Of Changchun Jingwei Steel Co.,Ltd.

China has experienced rapid development more than 30 years since its reform and opening.Although the national economy growth rate has been kept at a reasonably high level,in the current industrial structure,those energy-intensive,highly polluting,and low value-added industries in our country still take up a relatively large proportion in China's national industrial structure.The iron and steel industry in China has been playing a significant part in the national economy.However,the development of the iron and steel industry tends to slow down in recent years.Within the industry,it has been experiencing a number of development difficulties: cutting excess capacity,looking forward to the industrial transformation and the deep structural adjustment of the iron and steel industry;Outside the industry,it has been influenced by the slowing economic growth and a variety of changes on the industrial structural adjustment.At the same time,in the entire steel product supply chain,not only the iron and steel manufactures,but also the sales enterprises are facing the challenge of industrial transformation and upgrade.This thesis uses Changchun Jingwei Steel Co.,Ltd.as its research object,by analyzing the steel market in Jilin province and the competition in the surrounding area,the research focuses on exploring the strategies and methods for a regional steel sales company to stand out from the competition in the steel sales market under the new situation of the iron and steel industry.First of all,the paper offers a literature review that includes the development of the domestic and overseas competitive strategies in the related field,several representative examples of market competition and strategic competition theories will be introduced and analyzed;Second,Changchun Jingwei Steel Co.,Ltd.,as the research object,the background of the company will be addressed,a variety of its existing development problems and possible causes in term of the company's sales,services,human resources and financing will be discussed in the same session;Third,the paper will provide a multidimensional macro-environment analysis of the regional steel market where Changchun Jingwei Steel Co.,Ltd.located,and establish the PEST model to identify the key influence factors for the company in the political,economical,social and technical aspects of the nation and the region.Also,by using market surveys,it will demonstrate the formation and transitions of the steel market in Changchun,as well as the existing features in Jilin steel market.Additionally,the company's existing market competition strategy will be reviewed and analyzed by employing the Porter Five model in this session.Fifth,using the method of SWOT to analyze company's internal and external competitive resources,by doing this,its strengths and weaknesses,opportunities and threats will be identified.Furthermore,the paper will offer corresponding strategic choices,as well as explain the characteristics of each strategic choice;Sixth,the conclusion session will develop the company's market competition strategy and the implementation plan in the basis of the entire analysis above.Through a comprehensive analysis,this thesis suggests that Changchun Jingwei Steel Co.,Ltd.should implement a differentiation strategy in the market competition,as well as the cost reduction strategy.The implementation plan would start with seeking good steel manufacturing enterprises as long-term business partners.Under China's big picture of “DE-Capacity”(cutting excessive capacity),a good steel manufacturer is capable to complete its self-reform and maintain products quality in order to adapt to the new situation.By doing this,the enterprise will be able to secure its position in the market,more importantly,it will efficiently reduce the resistance that its steel sales partners face in the sales market.Furthermore,it will indirectly maintain the relationship between the steel sales companies and downstream clients,which is critical for the sales companies to strengthen their market competition,along with the production quality control and after-sales service.This partnership strategy will be the trump card for Changchun Jingwei Steel Co.,Ltd.in the future market competition.As for the company's capital operation,the research suggests that Changchun Jingwei Steel Co.,Ltd.should broaden the mind,no longer simply rely on self-raised funds,instead,it needs to consider other reasonable financing sources.Additionally,the company should reinforce the value of intangible assets,and take into account the formation and promotion of its own brand.And with respect to the company's internal management,this paper suggests Changchun Jingwei Steel Co.,Ltd.to improve its company regulations,human resource,financing and information management,and build up better competitive strategies to support the company by adopting modern management techniques.Last,this research also aims to provide a reference regarding how to achieve market competitiveness and implement reasonable competitive strategies for the companies that share the same position with Changchun Jingwei Steel Co.,Ltd.in the steel sales market.