| Marketing strategy is an important part of enterprise strategy. Encountering the keener competition day by day, it's very important for state-owned steel & iron producing enterprise to set up and apply a successful marketing strategy so to have a stable position in the market and make further more development. Suffered from the global financial crisis, the industry of seamless steel pipe entered into a serious and cold period. With more and more competition pressure from strong steel pipe manufacturers in the world, Chinese combined steel & iron enterprises and private enterprises, it has bring new challenges and higher requirements to Tianjin Pipe (Group) Corporation (as TPCO hereafter) and its marketing management activities so to keep the leading position in the industry and become the top ranking steel pipe manufacturer in the world.By utilization of modern marketing management theory, this paper gives a detailed analysis of internal and external environments of marketing faced by TPCO from three aspects of industry environment, product for different market and competition status,deeply analyzing the problems and disadvantages existing in the marketing management of TPCO,and by using the theory of SWOT, this paper gives a complete assessment on company advantages, disadvantages, opportunity and risks. On basis of the above and from three aspects of basic strategy, marketing combination tactic and internationalized marketing strategy, this paper proposes the marketing strategies and tactics to be applied by TPCO currently and in a period of the future, from aspects of great marketing strategy, and marketing organization and staff mechanism, present Marketing strategy's execution and control. Propose differentiation as the basic competitive strategy, and comprehensively utilize the combined marketing theory of 4Ps (product, price, place, promotion) so to establish the differentiation advantages of TPCO and to build up the conception of integral marketing, and energetically implement the customer-centric great marketing strategy, make good advantage of TPCO scale and coordination effect to speed up the establishment of overseas sales network and promote the internationalized marketing to improve the marketing organization, strengthen the marketing team and perfect the mechanism so to ensure the application of marketing strategy. It's also the author's expectation to provide certain reference in marketing strategy adjustment to TPCO and other seamless pipe manufacturers. |
