Marketing Strategy Study Of XiLin Steel Company

Most of our national steel industries were founded in 1950's and 1960's, companying with the foundation of our market economy system, the marketing of the steel products has become a necessarily choice of the steel enterprises. However the marketing activities of the steel enterprises developed not long, most enterprises still locate their marketing activities at low level stage of markets selling, insufficient recognition of marketing, lack of market concept and indifferent consciousness of after-sale services, etc. As market environment has been changing and market competition has been intensifying, especially after China's entrance of WTO, the impact to steel market makes the steel enterprises have to value the marketing management highly in order to adapt themselves to the development of our market economy. This article, based on this purpose, on the base of deeply investigating and analyzing of the marketing managing actuality of XiLin Steel Company, using evaluation matrix of inner and outer marketing strategy elements of this enterprise and SWOT analysis method, and other compositive analysis skills, through the analysis of inner and outer marketing environment, tried to find the potential marketing opportunities for the enterprise, proposed marketing strategy and executing practice for XiLin Company, providing a reference example for steel enterprises on marketing managing.