Study On Marketing Strategy Of M Steel Company

With the "Tenth Five-Year " in China since the extraordinary development of the steel industry, the production capacity have been much excess in a long period, the iron and steel products have changed from long-time excess-demand into long- time oversupply, and the iron and enterprises will compete more and more fiercely. So the iron and steel enterprises must convert from long-time-formed production-oriented model to market-oriented model. Therefore, enterprises need to further strengthen the marketing concept to enhance the ability to respond to market competition. Among them, the most important thing is to develop in line with actual business marketing strategies to ensure that enterprises operating in the right direction and trajectory of development promotion.To meet the demands of the steel enterprises urgently to currently enhance marketing, based on traditional marketing theories, combining with the characteristics of steel enterprises and steel products, through combining theory with practice, taking M Steel Company as an study example, on the basis of making SWOT analysis on its marketing, the marketing strategy selection for M Steel Company is discussed in this paper emphatically from the market segmentation, target market selection and positioning and marketing strategy combinations and other aspects, and the implementation and supporting measures for the marketing strategy is expounded. Putting forwards proposals about the marketing strategy of iron and steel enterprises through making analysis of M Steel Company is this meaning of this paper.This paper research idea is below. First of all, to make SWOT analysis for M company's marketing. Secondly, to make analysis for the company's current marketing situation. Thirdly, to put forward suggestions for the formulation of the marketing strategy of M company through the analysis. In addition, to put forward specific implementation and supporting measures of the marketing strategy of M company. Finally, to put forward suggestions for M steel company's marketing strategy in order to provide a certain degree of positive reference value for the marketing practice of domestic large and medium-sized steel enterprises.The research conclusions are following:to put forward advice for M Steel Company's marketing strategy:to establish the marketing model with the characteristics of M Steel Company itself, that is direct sale + subsidiary companies sale are the priority, reselling + regional exclusive agencies are the supplement, to establish fabrication and distribution center, progressively develop e-commerce and futures market, improving product market flexibility and supply capacity.