The Global Market Of Iron-steel Establishment Of China

A general analysis on currentstatus of the world's steel industry is preliminary performed in this paper. Regional industrial structure reshuffles, aiming to alleviate the pressure caused by global over-capacity,has hitherto triggered the expansion of steel makers' marketing scale and the versatility of the marketing strategies. And thereafter, stimuli and motives for steel makers' globalized marketing effort are listed, which include release of governmental restraint, backup the government, technology improvement, saturation of industrialized nations' markets, and the profit hunting as the initial driving factor inside any enterprises. Furthermore, this paper outlines the globalization's impact on China's domestic steelcompetitionscenario,and the change of domestic clients during the international transition of this specific industry. All these factors have necessitated a change in the marketing strategies of Chinese steel makers. A theoretical expatiation over the steel makers' globalized marketing strategy is included in this paper. This comprises of: global steel market segmentation, determination of target and market positioning, various gees aimingat global market, market mix, pricing, channels and cooperation strategy. An introduction alliance of steel makers. is givenon global ,The paper carries a SWOT analysison Chinese iron&steel industry. It indicates that the huge domestic demand and China economy's steady growth are the biggest opportunities while the over-capacity and fierce competition stay as the worst threat; China's jumping from a massive steel producer advantage to a strong supplier of value-adding products is the biggest while inadequate R&D and creative capacity implies the most fragile weakness. Based on the SWOT analysis, the paper describes the selection of Chinese steel maker's global marketing strategy. At the end of this paper, three typical steel makers are selected to demonstrate the analyzing result. They are Thyssen-Krupp of German, Baosteel and WISCO of China. These companies are of diferent capability and adopt diferent strategies in their global marketing, which reflects the diferent phases of current steel industry's global marketing. Finally, via the demonstration analysis, this paper draws several conclusions.