Marketing Strategy Reconfiguration Of Kunming Iron And Steel Group, Wuhan Iron And Steel Company Relationship

With the rapidly developing of the national economy recent years, as a basicindustry in the national economy, the steel industry is also growing continuously thanexpected, and its high production plays a positive role in promoting the developmentof the national economy and made a huge contribution to the process of the country’sindustrialization and urbanization. However, since the end of2011, under theinfluence of many negative factors in domestic and foreign such as the European debtcrisis, the domestic economic slowdown and real estate macro-control, thecontradiction of supply and demand in has been more and more prominent, besides,domestic steel prices continued downward. To invest in rising price has became aprevalent psychological phenomena within the gap between supply and demand,which has made a large area loss in domestic iron and steel enterprises, especiallylarge and medium-sized enterprises from2012. There are mostly two measures whenthe domestic steel industry response to such a crisis. One is learning from the strongcompany to find the own potentials and reduce cost to increase income; the other isconcern marketing and positive innovation. But the actual is hard to do like this, dueto the internal management of the large and medium-sized iron and steel enterprises islagging behind, it is hard to find more potential and increase income; On the otherhand, the research of marketing strategy and marketing theory using is the shortage ofthe steel industry, especially for the most of large and medium-sized enterprises whichmarketing strategy is more tardy to adapt to the rapid changing of market environment.With the increasing depravation of the competitive environment and the declining ofcompetitive strength, large and medium-sized iron and steel enterprises can notcontinue to use the lower raw materials prices and higher steel selling prices tocompensate for the internal high-cost.WuKun Steel CO. LTD. is the oldest and largest output enterprise in YunnanProvince. Its unique geographical advantage and strong brand advantage were weakened by the regional industry competitive environment. At present， itsmarketing system and marketing strategy is hard to support the increasing sellingvolume.In this article, choosing WuKun Steel CO. LTD. which is a typical large size ironand steel enterprise, considering the domestic macroeconomic situation, the situationof the contradiction between supply and demand of steel industry and its position inthe supply chain, combining with the economic situation in Yunnan Province, analysisand forecast the relationship between supply and demand of the steel industry. Thenusing PEST and SWOT analysis analyses the marketing environment, the industrycompetitive environment and competitors of the company. Finally, with therelationship marketing theory as direction, based on the analysis of marketing strategyand the status quo of WuKun Steel CO. LTD., article use the six markets theory ofrelationship marketing theory, which are the dealer market, consumer market,competitor market, supplier market, influencers market and internal market, toreconstruct its marketing strategy. This paper attempts to analysis and found thecommon deficiency and the marketing strategy of the other large and medium-sizedIron and Steel Company, the same like WuKun Steel CO. LTD., which will provide ausing for reference, enhance their competitive advantage, accelerate the overallupgrade and integrate the steel industry, help the domestic steel industry become abenign Sustainable development early.