The Application Of Modern Marketing Concept In The Iron And Steel Enterprises

China iron and steel industry gains great progress attracting worldwide attention since the P.R.C. was founded. Especially since the reform and open policy has been executed. But, it has a lot of problems. It cannot suit the change of the market, for the development time of iron and steel industry of our country is too short and it only has a history of more than 50 years along with the long-term operation under the plan system. The object that is studied by this paper is one of the iron and steel enterprise of our country. Comparing with the iron and steel industry home and abroad, then still exists a very big gap on market research, marketing method, marketing network, customer management and service etc.This paper starts with the present situation of our country's iron and steel enterprises, analyzing the shortcoming of them about marketing idea, the method, the network and the sale service, and puts forward the corresponding marketing strategy. The article is divided into four parts: First chapter: Putting forward that the iron and steel still is the fundamental raw material for industries, pointing out the importance in national economy and analyzing the characteristics in iron and steel product market. Second chapter: Analyzing the general situation of our country's iron and steel industry. Pointing out that the development speed of iron and steel industry is fast, but there also has many problems. And comparing it with international colleague's industry. And also analyzing the inadequate supply of our country iron and steel enterprises with forming causes. Finally pointing out that the iron and steel enterprises also need modern marketing methods. Third chapter: Starting with the changes of marketing methods ofthe iron and steel enterprises, analyzing the marketing environment of our country's iron and steel enterprises and the overall market environmental characteristics of it. And pointing out the shortcomings of marketing management and marketing service of our country's iron and steel enterprises. The 4th chapter: Putting forward the correspondent marketing tactics and mainly discuss it from five aspects: First one is to set up service consciousness and modern marketing consciousness, to strengthen the market research and development and to build a high qualified sales team. Second one is to strengthen customer management. Third one is the application of e-commerce in the iron and steel enterprise, the effect of e-commerce to the iron and steel enterprise and how to develop the e-commerce. Forth one is price tactics of iron and steel product. In this section analyzing the present situation of price tactics of the iron and steel products and putting forward the correspondent suggestion of it. Fifth one is the marketing channel tactics of iron and steel product. In this section mainly discussing the importance of the middleman and how to obtain win-win tactics. The nucleus idea of modern marketing requires the enterprise to do marketing research, then to make out the correspondent product tactics and marketing tactics to meet customer's satisfaction. And also enterprises should fully use IT to serve enterprises and customers better. After entering WTO, Chinese iron and steel enterprises will compete with those advanced iron and steel enterprises under the same rule. The iron and steel output of the whole world is about 1000 million tons, but the need of iron and steel is only 800 million tons. Violent competition will force our country's iron and steel enterprises to change its marketing idea and to set up modern marketing idea. Now our country is being in the period of urbanization and industrialization. The need to iron and steel will be huge. Our country'siron and steel enterprise should grasp this advantageous opportunity to make our country's iron and steel industry up to a brand stage.