The Research Of Jinan Steel Union Company Marketing Strategies And Tactics

Excess capacity becomes more severe in China’s steel industry in recent years, with crude steel production reaching 823 million tons in 2014, half of the total production in the world. In the same year, Chinese government introduced a set of policies and measures to compress capacity, eliminate outmoded facilities and promote environment protection. However, the crude steel production still increased in this year because of the poor implementation of local governments and steel corporations.Steel trade enterprises are the link between steel production corporation and the consumers, playing an important role in current situation. But these enterprises are put into dilemma because of the excess capacity and low demand in domestic steel industry. In the year of 2011 to 2014, active steel trade enterprises decreased from 200 thousands to 100 thousands. Half of these enterprises, most of which were small and medium-sized, were eliminated. However, small and medium-sized steel trade enterprises help increasing employment opportunities, animate the whole industry and going to the world. Thus it is necessary to ensure the healthy development of these enterprises.Several methods have been employed in this research, including theory analysis, empirical study, induction methods and enterprises diagnosis, etc., to show the current marketing situation of small and medium-sized steel trade enterprises. This research puts forward marketing strategy, marketing tactics and protective measures to support the healthy development of these enterprises, with the example of Jinan steel union company, based on the STP marketing strategy,4C theory,4E theory and relationship marketing tactics. Specific measures of Jinan steel union include:target production in marine related steel, provide high-level services, establish the brand and employ a set of marketing tactics, to realize the goal of the corporation.This research established measures to ensure the healthy development of the focused object ---- small and medium-sized steel trade enterprises, a defined but always ignored area, from the dimensions of both marketing strategy and marketing tactics. These measures would provide meaningful advices for these enterprises and the whole industry.