The Development And Adjustment Of Tangsteel Product Marketing Mode

Currently,Chinese economic is in a transition period.Steel industries are facing double pressure from overcapacity,resources and environmental protection under the background of reformation.The business model is facing great challenge for seeking opportunities in competition and breaking through the barriers so that the change of marketing management model becomes priority.As one of the corporate champions in domestic steel industry,Tangsteel has been committed to making world first-class product and building up itself to be the most competitive enterprise.For facing competitive environment it adjusts marketing management mode.Although it have a certain competitive advantage,there are still lots of problems in sales group development strategy,such as pricing mechanism lags behind the changes and the product structure and marketing channel are single.It focuses on the development and adjustment of product marketing model in Tangsteel,which introduces development strategies and marketing theories by applying analytical tools of Boston matrix,SWOT analysis model and Porter's five-force model on marketing management.According to the currently operating environment of the steel market,it analyzes many problems existing in the current marketing model and summarizes products marketing adjustment to bring notable results.In addition,it discusses development strategy and marketing management mode of Tangsteel.The marketing pattern of Tangsteel can adapt changes of market economy because of operation practice of collectivization development strategy in recent years,and achieves perfect results in the field of marketing strategy,product strategy,channel strategy and construction of marketing system:1)Tangsteel makes operation of collectivization development strategy come true first in the enterprise operation mode,which forms resultant force of collectivization development strategy.2)Improving the influence and competitiveness of Tangsteel by enhancing cohesion between production and market under collectivization development strategy operation mode.3)Tangsteel expands effect of market and forms independent brand effect to make massy foundation for high-end market on the emphasis of development of high-end characteristic products and support of developing major project.4)In the channel strategy,the direct supply channels is foremost and agreement dealer's transition model is auxiliary.Promoting large customer manager system and grasping the control of terminal market to shorten the channel process and optimize the channel process and supply side service system.