Research On International Marketing And Marketing Tactics For Steel Export Of Wuhan Iron & Steel Corporation

The 21th century has become a booming era for world steel industry'integration and Chinese steel industry'developing against the background of globalization. Some outstanding enterprises have turned a new leaf of steel exports. Applying international marketing theories and methods, this thesis gave a well-rounded analysis on the condition of WISCO's steel export, based on researching the current condition of macro-economy and international trade. The purpose of the study was to find out the main variable factors of internal and external environment which always affect WISCO's steel export and provide theoretical references and methods for designing reasonable marketing tactics.This thesis was divided into four chapters. The first chapter described the background and significance of the topic, related research development at home and abroad and the main contents of the thesis. The second chapter analyzed the current condition of WISCO's steel export from products, market, channel, management, service etc. and figured out the strengths, weaknesses, opportunities and threatens, hoping that the conclusion of this chapter could provide references to international marketing tactics design. The third chapter focused on investigating the current condition of macro-economy and international trade; moreover, it built a basic framework of marketing tactics for WISCO's steel export. Based on the problems we met during export work, the last chapter supplied some practical thoughts and suggestions to design more effective international marketing tactics for products, market, channel, management of WISCO's steel export.