SSAW Marketing Research Strategy Of Baoji Petroleum Steel Pipe Co.Ltd

At present,the lagging economic growth of the global was badly affected the traditional energy industry to a certain extent.Correspondingly,the steel industry of our country is facing a serious test.Along with the economic development of slow improvement,and the full support of the government,current tube industry competition is increasingly intense,but many enterprises marketing strategy maintains the traditional ideas,and do not alter significantly of the enterprise development.For businesses,in order to have an edge on the competition,developing a scientific reasonable marketing strategy is very essential,This paper takes Baoji oil steel pipe company as the case,and explores the integrated marketing strategy suitable for the company's own development from the industrial area of steel pipe.First of all,this paper analyzed the research status of steel enterprise marketing strategy in recent years and some commonly used marketing theory;and the present development situation of enterprises and the existing problems starting from the enterprise itself,also explore the cause of the current problems;Secondly,by using SWOT analysis and other methods,the environment and competitive situation of the enterprise are discussed in terms of macro environment and micro environment.Thirdly,from the perspective of market segmentation,the target market of the company is established,which is the development goal of "domestic first,international class".Finally,combining with the actual situation of the enterprise itself,for enterprise cost leadership strategy,differentiation strategy and focused strategy such as basic marketing strategy and product strategy,price strategy,channel strategy,promotion strategy,service strategy,and other portfolio strategy.This paper mainly through the theoretical research,on the basis of combined with the case of a specific enterprise,with the classic theories of marketing in common,to evaluate and perfect Baoji petroleum steel pipe company's marketing strategy.All of these are to form an overall marketing strategy.Expected to providing help and theoretical support for long-term development of enterprise.