The Research Of The X Steel Company Marketing Channel Optimization

With the prosperity of China's economy,all industries have experienced their own transformation,and the steel industry is also developing rapidly.X iron and steel enterprises still exist many problems in developing and need for a positive solution,and marketing problem must be solved to deal with difficulties in the process of marketing problems.In this study,X steel company is used as the case study.The objective of this research is to analyze the sales channels and construct the marketing countermeasures.This study uses the literature method,case method and comparative method.Through analyzing the modern marketing theory,marketing channel and steel marketing channel,pointed out X steel company's marketing present situation,company marketing channels,products target positioning analysis and the problem of the channels.Discovering problems by investigating and analyzing the problems,the X steel company's channels can be optimized by adjusting the channel structure,channel integration,dealer network management and multiple marketing channel construction.This study have guiding significance to the construction of new marketing channel under the new normal and the maintenance of traditional channels through analyzing the channel marketing of X steel company.It will have great significance to the recovering and developing entire steel industry,as also as the formation of a comprehensive industrial marketing channel.Through this paper,I hope to guide the channel marketing of X steel company in practice,at the same time forming a certain construction in the steel marketing theory and then providing reference for the development of steel industry and subsequent research.