Research On The Key Technologies Of Marketing Management In Steel Enterprise Group And Their Applications

With further development of economic globalization and IT-based technology, the establishment of large steel enterprise groups through annexation and reorganization of enterprises has become a trend of development. The competition among iron and steel enterprises becomes more and more fierce. Competition for product and service has turned into the competition for customer. The traditional marketing management method has become unable to adapt to the new situation, such as, customer orientation, group operation, large scale effect and reducing management cost, etc. However, it is an opportunity for the innovation of steel industry marketing management, making people to review the marketing management system of steel industry in a new perspective. Therefore, focusing on the existing problems of marketing management in steel industry, under the background of management practice in DongTe Special Steel Group, this paper applies the all-round and systematic management thought, and analyzes the management procedure of steel enterprise group, researches on the frame system of integrated marketing management in steel enterprise group, and points out the key problems during marketing management as well as making deep researches. The major research works are as follows:(1) According to the manufacturing features and group management mode of steel enterprise group, the necessity of integration of ERP and CRM is analyzed. On the basis of optimizing business process of group marketing management, the system architecture of group marketing management based on the integration of ERP and CRM is proposed. The key problems are pointed out, brightening the way for further research.(2) Under the management mode of unified group sales, customer order allocation is unified by the group. In order to solve this problem, using multi-objective optimization theory, multi-objective optimization model is established to aim at the maximum production plan and maximum profit for the group within the planning period and with the constrained resources, such as equipment capacity and capital, etc., then the result can be obtained by lexicographic method and genetic algorithm, so that the order will be reasonably allocated.(3) In order to better understand the importance of different customers, the steel enterprise customer evaluation index system is established. It analyzes customers from three dimensions that are sales property, finance property and customer property. Customer classification method, combining k-means with self-organizing map (SOM), is put forward. Finally, classified property of different customers and the corresponding strategies are acquired.(4) It makes research on the price strategy of steel enterprise group. Regular pricing method of steel group, commonly-used price strategy and the main factors influencing prices of steel products are analyzed. Focusing on the price prediction issue during price-making process, a price prediction method combining cost evaluation and gross profit rate is proposed. Finally, it makes research on the problem of optimal volume discount issue. Based on the analysis of dealer's response to total-volume discount, the problem is converted into a nonlinear programming problem with constraints, and an algorithm for calculating the model is proposed.(5)Combining research achievement and information technology, the group marketing management system framework is presented based on the analysis of marketing management needs of enterprise cases. The corresponding function models and information models are established, and the object-oriented designing method such as case analysis, process analysis and component analysis are presented. The group marketing management system is successfully applied in the case enterprise as one of the sub-systems in the group resource optimization management system, which acquires favorable result.