Research On Marketing Strategy Of Hebei Hangang Cold-rolled Sheetcompany

With the transformation and upgrading of China's economy,the demand and consumption of the steel industry are also undergoing transformation and upgrading.In the context of overcapacity in the steel industry and the implementation of the “de-capacity” policy in the country,the external environment faced by the steel industry has undergone profound changes.In the face of changing market conditions and increasingly fierce market competition,the marketing strategy of the steel industry It has become more and more important.This paper takes Hebei Hangang Cold-Rolled Sheet Company as the research object,firstly studies the relevant theories of marketing,and then introduces the basic situation and marketing status of the company in detail.Afterwards,the PEST theory was used to analyze the macro environment in detail.The Boer five-force model was used to analyze the competition of the industry,and the SWOT method was used to point out the direction of the marketing strategy of the cold-rolled sheet company.Through the customer survey,the shortcomings of the marketing strategy are obtained.Combined with the above analysis,the cold-rolled sheet company proposed improvement strategies for marketing strategies from four aspects: product strategy,price strategy,channel strategy and promotion strategy.I hope that the company will expand its product range,improve its product price strategy,expand sales channels,and enhance sales promotion methods.Finally,it proposes the improvement measures of the internal marketing organization of the cold-rolled sheet company,establishes a professional marketing team,enhances the marketing staff's sales skills,and provides a solid guarantee for the company's marketing strategy implementation.Through the research of this paper,the paper analyzes the improvement direction of the marketing strategy of the cold-rolled sheet company in the current environment,and provides reference and reference for the enterprise to recognize the market status and make targeted adjustments to the marketing strategy.