Research On Steel Pipe Marketing Strategy Of BSG Company Based On Precision Marketing

With the implementation of the national "13th Five-Year Plan" and the national "One Belt and One Road" strategy,under the background of energy structure transformation and ecological civilization construction,marketing of steel pipe of BSG Company is facing important opportunities and challenges.For a long time,the marketing of BSG company has made certain achievements.Good at relationship marketing,with stable customer base;seize event marketing,improve product awareness,flexible pricing strategy,facilitate steel pipe promotion,less distribution channels,and reduce marketing costs.These marketing experiences and advantages provide a good foundation for the development of the company.However,due to the country's infrastructure construction investment weakened,steel production capacity decreased,ecological and environmental protection efforts,intense competition within the industry such as macro and micro factors,BSG marketing company is also facing the market space is gradually compressed,marketing profits decline,brand marketing experience,the cognitive difficulties of big data marketing ideas,relationship marketing is difficult to adapt to the market economy,the lack of scientific and effective marketing implementation of a series of development problems and difficulties.In particular,since the three quarter of 2013,the Baoji steel pipe company has suffered huge losses,and the production and operation work is facing great challenges.Under the new circumstances,the era of "waiting for,relying on,and demanding" is over.It is necessary to abandon the negative and dependent management of major oil and gas pipelines,"depending on the configuration of China National Petroleum Corporation's headquarters dedicated pipe," and "need-to-social order ideal processing fees." In order to rethink the company's marketing strategy,it is necessary to break through the traditional policy-driven relational marketing,event marketing,and pricing strategies,and based on the accurate positioning of the market customers,relying on modern information means to establish a relationship with customers.The "six-precise" marketing strategy model for two-way communication and mutual benefit,which includes market precise strategy,quality precise strategy,technical precision strategy,information precision strategy,service precisionstrategy,and service precision strategy.Studying BSG's marketing strategy,in theory,will help enrich and deepen the theory of precision marketing and industrial product marketing,and help build a new model of steel pipe marketing theory.In practice,it helps to optimize the company's marketing strategy,thereby expanding marketing space,increasing marketing profits,and providing decision-making ideas for the company's marketing development.Through the study,the following conclusions are drawn.First,the study of BSG's marketing concepts and practices helps to explore new marketing models and practical experiences of industrial products marketing.The second,six-precision "marketing strategy model" is produced by the precision marketing theory and the BSG company's marketing practices,with industry reproducibility and promotion.Third,the "six-precision" marketing strategy is not a static marketing strategy,but dynamic Fourth,“six-precision” not only includes six aspects,but also emphasizes the closeness and coordination of marketing links.Fifthly,marketing strategies must be formulated with the help of modern technologies,such as big data and network technologies.The BSG should formulate an international marketing strategy as early as possible and expand its marketing space.